Islamic Tourism Centre (ITC) held the 4th World Islamic Tourism Conference (4th WITC) 2024, on 12 and 13 September at the Sunway Resort Hotel, marking a significant milestone in the global Islamic tourism industry.  

This prestigious event brought together industry leaders, policymakers, and stakeholders from around the globe to discuss and promote the growth and development of Islamic tourism.

YB Khairul Firdaus Akbar Khan, Deputy Minister of the Ministry of Tourism, Arts and Culture, inaugurated the conference with a keynote speech calling for the embrace of innovation, promotion of sustainable practices, strengthening global partnerships, enhancement of cultural and educational initiatives, and a focus on inclusive Islamic Tourism growth.

In his keynote speech, he said, “The Islamic Tourism sector and the Muslim tourist market represent boundless opportunities poised for growth. This market is not just a potential but a powerful testament to the evolving landscape of tourism. Malaysia’s established Muslim-Friendly Tourism and Hospitality (MFTH) ecosystem and its position as a premier destination for Muslims highlight the massive socioeconomic impact of the Muslim tourist market and the expansive Muslim-friendly ecosystem globally.”

The Director-General of ITC, Nizran Noordin; and speakers from Bosnia- Herzegovina, Indonesia, Italy, Philippines, Russia, Saudi Arabia, Spain, Turkiye, and Uzbekistan were also present at the opening ceremony.

This year’s WITC was truly a valuable experience centered around the theme “Forging Connections”, focusing on four key areas: Understanding Muslim Tourists; Muslim-friendly Travel and Community; Growth and Opportunity, and Inclusivity.

The conference featured a dynamic agenda, including a leaders’ session, with the Menteri Besar of Selangor, YAB Dato’ Seri Amirudin Shari as one of the panelists and interactive panel discussions. Attendees had the unique opportunity to engage with pioneering ideas, network with peers from around the globe, and explored the latest advancements in Islamic tourism.

Distinguished Speakers: World-renowned experts and visionaries who are shaping the future of Islamic tourism shared their ideas and thoughts during the two days event, including:

● Omar Dacosta Shahid, Co-Founder, Creed & Culture: Session on “Bringing the Non-Mainstream, Mainstream: Connecting Across Boundaries”

● Shahzad Younas, Chief Executive Officer, Muzz: Session on “Connecting Muslim Tourists in the Digital Space”

● Dr. Maszlee Malik, Chairman, International Institute of Advanced Islamic Studies (IAIS) Malaysia: Session on Leaders’ Circle: A Conversation on Forging Connections

 ● Ala Uddin, Executive Creative Director, Mud Orange: Session on “Who is the Muslim Traveller?”

● Marta Fernández Martín, Director, Spain Tourism Board: Session on “Promoting Islamic Heritage as a Driver for Tourism”

● Mirza Vejzagic, Vice President, Malaysia-Bosnia and Herzegovina Business Council: Session on “Islamic Finance and the Economic Opportunities for Muslim-Friendly Travel”

 ● Chef Gero DiMaria, Managing Director, Kucina Italian Restaurant: Session on “The Power of Food”

● Datin Kalsom Taib, Author, Recipes Are for Sharing: Session on “The Power of Food”

There was also a diverse range of sessions designed to inspire and inform, covering the most pressing topics and trends. This included a specific forum to dismantle the trend of more than 50 million Muslim women entering the workforce worldwide, creating an epic impact on societies worldwide and accelerating tourism behavior. Furthermore the 4th WITC gave attendees the opportunity to learn more on Islamic Tourism from distinct destinations: Malaysia, Singapore, Uzbekistan, Spain and Saudi Arabia, among others, and on how these countries promote Islamic heritage as a key draw for tourists, both Muslim and non- Muslim.

The conference gathered industry leaders, policymakers, and influencers from across the globe as some 500 participants registered as delegates from across the tourism, hospitality, Halal, transportation and related industries, promoting discourse from cross-industries experts.

The Islamic Tourism Centre (ITC) was also signed three significant Memorandums of Understanding (MoU) with esteemed partners, marking a pivotal step in advancing Islamic tourism globally. 

These agreements were formalized during the 4th WITC:

MoU between ITC and RusQuality (Roskachestvo) – RusQuality, the national quality system of Russia established by the Government of the Russian Federation and accredited by the Federal Accreditation Service (RusAccreditation), carries the “RusQuality-Halal” certification which included Muslim-friendly tourism marking. The MoU with ITC seeks to harmonize and align ITC’s Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) with Russia’s, promoting a Muslim-friendly tourism ecosystem within the tourism industry. 

This development is a result of the Ministry of Tourism, Arts and Culture and ITC’s engagement with Russian counterparts at the 1st meeting of the Malaysia-Russia Working Group on Tourism Cooperation and Russia-Islamic World Kazan Forum 2024 in May this year, led by the Deputy Minister of Tourism, Arts and Culture, YB Khairul Firdaus Akbar Khan.

MoU between ITC and University Sultan Zainal Abidin (UniSZA) –  ITC and UniSZA have a rich history of collaboration, beginning with their first joint project, a youth seminar programme held on 7 September 2015, at the Gong Badak campus of UniSZA. Building on this successful partnership, this MoU outlines several key areas of cooperation including industry immersion for undergraduate students, joint workshops and training programmes, joint research and development projects, joint education programmes, and exchange of publications and academic projects. 

This MoU aims to foster a deeper connection between academia and the tourism industry, enhancing educational and research opportunities for students, researchers, and industry professionals.

MoU between ITC and Association of Indonesian Tours and Travel Agencies (ASITA) – This strategic partnership aims to promote Malaysia’s Muslim-Friendly Tourism & Hospitality (MFTH) ecosystem to ASITA’s extensive network of 7,000 members in Indonesia.

Under the terms of the MoU, ITC will facilitate connections between ASITA and Malaysia’s travel agent associations. This collaboration will enable ASITA members to engage with Malaysian travel agents who are well-equipped and eager to promote Malaysia’s MFTH programs and initiatives.

The signing of this MoU marks a significant milestone in the efforts to promote Muslim-friendly tourism between Malaysia and Indonesia. Both ITC and ASITA are committed to leveraging their combined expertise and resources to create a seamless and enjoyable travel experience for Muslim tourists.

Resolutions Adopted at the 4th WITC 2024:

The 4th WITC 2024 has also culminated by the adoption of nine pivotal resolutions aimed at advancing the global Islamic tourism industry. These resolutions reflect the collective commitment of industry leaders, policymakers, and stakeholders to foster a more inclusive, innovative, and sustainable future for Muslim-friendly tourism.

1. Enhancing Muslim-Friendly Tourism Infrastructure

A commitment to improving facilities and services to cater to the specific needs of Muslim travelers, ensuring a comfortable and enriching travel experience.

2. Promoting Inclusivity

Ensuring that tourism offerings are inclusive and respectful of diverse cultural and religious practices, fostering a welcoming environment for all travelers.

3. Leveraging Technology

Utilizing digital platforms to enhance the travel experience for Muslim tourists, from planning and booking to on-the-ground services.

4. Strengthening Global Partnerships

Building stronger international collaborations to promote Islamic opportunities in tourism, facilitating knowledge exchange and joint initiatives.

5. Supporting Female Muslim Travelers

Recognizing and addressing the unique needs of female Muslim travelers, ensuring their safety, comfort, and enjoyment.

6. Sustainable Tourism Practices

Promoting environmentally sustainable practices within the tourism industry, ensuring that tourism development is in harmony and aligns with sustainable practises upheld by Maqasid Shariah and the United Nations Sustainable Development Goals.

7. Cultural Exchange Programs

Encouraging programs that foster cultural understanding and exchange, enriching the travel experience and promoting global harmony.

8. Research and Development

Investing in research to better identify products and packages to effectively position Southeast Asia as the gateway into a vibrant, diverse and welcoming Muslim-friendly regional tourist destination for medium-haul and long-haul inbound tourists.

9. Marketing and Communications

Developing key messaging and communications that resonate with the Muslim tourist market.

As the conference drew to a close, participants expressed their optimism about the future of Islamic tourism. The event underscored the importance of collaboration and innovation in meeting the evolving needs of Muslim travelers worldwide.