KUANTAN, PAHANG, 5 NOV 2026: Malaysia is bringing together international tourism leaders, policymakers, industry experts and academics for the 5th World Islamic Tourism Conference (WITC) 2026, as the country continues to strengthen its position in advancing the global Muslim-friendly tourism industry.
Held from 5 to 6 November 2026 at Zenith Hotel Kuantan, Pahang, the conference is organised by the Islamic Tourism Centre (ITC), an agency under the Ministry of Tourism, Arts and Culture Malaysia (MOTAC), with the State Government of Pahang as the official host.
Carrying the theme “Faith and Family Beyond Borders”, this year’s conference is expected to welcome more than 150 international participants from more than 35 countries, providing a platform for global stakeholders to exchange insights, explore emerging opportunities and strengthen partnerships in Muslim-friendly tourism.
The theme reflects the evolving nature of global travel, where experiences increasingly go beyond destinations to encompass family values, cultural understanding and multigenerational travel. It also highlights the importance of developing a more connected, inclusive and resilient tourism ecosystem that caters to travellers while creating shared economic opportunities.
In his keynote address, Menteri Besar of Pahang, Dato’ Sri Diraja Haji Wan Rosdy bin Wan Ismail, emphasised that tourism development must go beyond attracting visitors and generating revenue, ensuring that its benefits are felt by local communities and businesses.
“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.”
The keynote address was delivered on behalf of the Menteri Besar by YB Dato’ Sri Ir. Haji Mohd. Soffi bin Tan Sri Abd. Razak, Chairman of the Pahang State Committee for Agriculture, Agro-Based Industry, Biotechnology and Education.
The two-day conference will feature 13 conference tracks covering a broad range of issues shaping the future of tourism, including emerging travel markets, the future of Umrah, geopolitical developments, generative artificial intelligence (AI), halal gastronomy, Islamic heritage, Muslim-friendly recognition and evolving traveller expectations.
The programme will bring together international speakers and industry practitioners to examine how technology, innovation, cultural experiences and industry collaboration can contribute to more trusted and meaningful travel experiences.
The opening programme will also feature a special address by Samer I. AlKharashi, Director of the Regional Office for the Middle East, UN Tourism, alongside industry conversations and expert panel discussions involving speakers from various countries and sectors.
In his welcome remarks, Deputy Secretary-General (Tourism) of the Ministry of Tourism, Arts and Culture Malaysia (MOTAC), En. Chua Choon Hwa, highlighted the significant growth potential of the global Muslim travel market and Malaysia’s commitment to strengthening its position in Muslim-friendly tourism.
“According to the State of the Global Islamic Economy Report 2025/26, Muslim travel spending is projected to grow from USD249 billion in 2024 to USD424 billion by 2029, making it the fastest-growing consumer sector within the global Islamic economy.
“Success in this market requires more than attracting visitors. It requires us to understand their needs and provide experiences that are accessible, comfortable and trustworthy. We must continue improving our offerings, strengthening international partnerships and ensuring that the benefits of tourism reach businesses and communities throughout the country,” he said.
Beyond the conference discussions, WITC 2026 will feature four strategic Memoranda of Understanding (MoU) exchanges involving ITC and its partners from Malaysia and abroad, aimed at strengthening industry collaboration, advancing Muslim-friendly tourism development and expanding international market opportunities.
The four 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 the development of a premier Muslim-friendly ecosystem at Genting Highlands; ITC and Halaali App Ltd (Canada) for joint digital integration and global promotion of Malaysia’s Muslim-Friendly Tourism and Hospitality (MFTH); as well as ITC and Halal Certification Services (Chongqing) Co., Ltd. for strategic collaboration in implementing the Muslim-Friendly Assurance Recognition (MFAR) Programme and capacity building in China.
These partnerships underscore WITC 2026’s role as a platform for translating industry dialogue into tangible collaborations, strengthening destination development and expanding the reach of Malaysia’s Muslim-friendly tourism ecosystem.
Since its inaugural edition in 2017, WITC has evolved into an international platform for strategic dialogue, knowledge exchange and industry collaboration. Its previous editions have progressively expanded the scope of discussions, bringing together stakeholders to address emerging developments and challenges in Muslim-friendly tourism.
Through WITC 2026, ITC aims to further strengthen international cooperation, encourage innovation and support the development of a more inclusive and resilient tourism ecosystem that benefits businesses, destinations and local communities.
For more information on WITC 2026, visit https://www.witc.gov.my/
About Islamic Tourism Centre
Islamic Tourism Centre (ITC) is an entity under the Ministry of Tourism, Arts and Culture, Malaysia, tasked to develop the Islamic Tourism segment for Malaysia. It advocates for Muslim-friendly tourism and hospitality (MFTH) by offering research and market intelligence, training, industry development consultation, services standards and recognition, and information exchange.
For further details, kindly email comms@itc.gov.my or the following individuals:
Anis Ramli, Corporate Communications Unit, ITC at 012 321 9137
Siti Rahmah Lehan, Corporate Communications Unit, ITC at 012 9070 993
Nurin Sufia Muazamir, Corporate Communications Unit, ITC at 019 8013 400
Aliya Syazwani, Corporate Communications Unit, ITC at 014 236 0038
