KUANTAN — Malaysia is hosting the 5th World Islamic Tourism Conference (WITC) 2026, bringing together international tourism leaders, policymakers, industry experts and academics to strengthen the global Muslim-friendly tourism industry.
The two-day conference, organised by the Islamic Tourism Centre (ITC), an agency under the Ministry of Tourism, Arts and Culture (MOTAC), is being held at Zenith Hotel Kuantan from Nov 5 to 6, with the Pahang state government as the official host.
Themed “Faith and Family Beyond Borders”, the conference is expected to attract more than 150 international participants from over 35 countries, providing a platform to exchange insights, explore emerging opportunities and strengthen international partnerships.
In his keynote address, Pahang Menteri Besar Datuk Seri Diraja Wan Rosdy Wan Ismail said tourism development should go beyond attracting visitors and generating revenue to ensuring that local communities and businesses also benefited from the industry’s growth.
“Tourism is not simply about attracting more visitors or building more hotels. What matters more is how tourism can improve the lives of our people and support the local economy.
“We want tourism growth to benefit not only major businesses, but also local communities and small entrepreneurs. In other words, we want every tourist visit to bring real benefits to our people,” he said.
The keynote address was delivered on his behalf by Pahang State Committee chairman for Agriculture, Agro-Based Industry, Biotechnology and Education Datuk Seri Ir Mohd Soffi Abd Razak.
The conference features 13 tracks covering key developments and challenges in the tourism industry, including emerging travel markets, the future of Umrah, geopolitical developments, generative artificial intelligence (AI), halal gastronomy, Islamic heritage and Muslim-friendly tourism recognition.
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The programme also includes a special address by UN Tourism Regional Office for the Middle East director Samer I. AlKharashi, alongside industry discussions and expert panel sessions involving international speakers.
In his welcoming remarks, MOTAC Deputy Secretary-General (Tourism) Chua Choon Hwa highlighted the growth potential of the global Muslim travel market and Malaysia’s commitment to strengthening its position in the sector.
Citing the State of the Global Islamic Economy Report 2025/26, he said Muslim travel spending was projected to increase from US$249 billion in 2024 to US$424 billion by 2029, making it the fastest-growing consumer sector within the global Islamic economy.
He said success in the market required more than attracting visitors, but also understanding their needs and providing accessible, comfortable and trustworthy travel experiences.
Beyond the conference discussions, four memoranda of understanding (MoUs) will be exchanged between ITC and its local and international partners to strengthen industry collaboration and expand market opportunities.
The partnerships involve Tourism Pahang and King’s Park Genting Highlands for strategic cooperation in promoting King’s Park as a premier Pahang tourist destination; ITC, King’s Park Genting Highlands and Rita Synergy Holdings Sdn Bhd for developing a Muslim-friendly ecosystem at Genting Highlands; ITC and Canada’s Halaali App Ltd for digital integration and global promotion of Malaysia’s Muslim-Friendly Tourism and Hospitality (MFTH); and ITC and Halal Certification Services (Chongqing) Co Ltd for implementing the Muslim-Friendly Assurance Recognition (MFAR) Programme and capacity-building initiatives in China.
Since its inaugural edition in 2017, WITC has developed into an international platform for strategic dialogue, knowledge exchange and collaboration in Muslim-friendly tourism.
Through WITC 2026, ITC aims to strengthen international cooperation, encourage innovation and promote a more inclusive and resilient tourism ecosystem that benefits businesses, destinations and local communities.
