Malaysia is set to host the highly anticipated 4th World Islamic Tourism Conference (WITC) on 12 and 13 September 2024 in the vibrant city of Kuala Lumpur.
Organised by the Islamic Tourism Centre (ITC), this event is poised to bring together 500 key industry players under the theme “Forging Connections,” creating a unique platform for exploring the vast potential of Islamic Tourism.
First launched by ITC in 2017, WITC has become a cornerstone in the realm of Islamic Tourism, a sector that has seen a phenomenal rise alongside the growing Muslim population, now exceeding 2 billion worldwide. This year’s conference will explore upcoming trends, offering innovative strategies to tap into established and emerging Muslim-friendly tourism markets.
The theme “Forging Connections” beautifully captures the essence of Islamic Tourism, emphasizing the importance of bridging destinations to foster mutual understanding, economic collaboration, cultural exchange, innovation, and sustainability.
Four key tracks will explore these critical themes: Understanding Muslim Tourists, Muslim-friendly Travel and Community, Growth and Opportunity, and Inclusivity.
Understanding Muslim Tourists
The first track, “Understanding Muslim Tourists,” will shine a spotlight on the diverse backgrounds, motivations, and faith-based needs of Muslim travelers. Attendees will gain insights into creating inclusive digital spaces for Muslims, the potential of second and third-generation Muslims in non-OIC countries, and the significant impact of the rising number of Muslim women in the tourism industry workforce.
Muslim-friendly Travel and Community
Next up is the “Muslim-friendly Travel and Community” track, focusing on the crucial role of standards and certifications in building trust and confidence in the Muslim-friendly tourism and hospitality (MFTH) ecosystem. This segment will explore how community engagement can combat overtourism and highlight the benefits of sustainable practices aligned with Islamic principles. The authentic Halal culinary experience will also be showcased as a way to enrich the Muslim-friendly tourism journey.
Growth and Opportunity
The “Growth and Opportunity” track promises to dive deep into Malaysia’s ambitious Umrah Hub mission, which aims to boost local and international tourism through its spillover effects. The promotion of Islamic heritage as key attractions for both Muslim and non-Muslim tourists will also be a focal point. Attendees will hear inspiring stories from entrepreneurs in Muslim-friendly spaces, sharing their journeys, challenges, and successes.
Inclusivity
The final track, “Inclusivity,” will address the nuances of marketing campaigns targeting Muslim consumers in non-Muslim-majority countries. Case studies from leading marketing agencies will demonstrate effective strategies for balancing targeted outreach with broader consumer appeal. This track will also explore the impact of online Islamic finance platforms on the travel industry and identify opportunities for creating inclusive financial solutions for Muslim tourists.
Who Should Attend?
ITC Director-General, Nizran Noordin, proudly stated, “The 4th WITC takes place not long after Malaysia was crowned the Top Ranking Muslim-Friendly Destination for nine editions in succession in the Global Muslim Travel Index Report issued by Mastercard and CrescentRating back in May.” He invites Malaysians and tourism industry decision-makers, stakeholders, and practitioners from around the globe to explore the expansive Islamic Tourism sector and the US$225 billion-worth Muslim tourist market.
Small and medium enterprises (SMEs), chain businesses, corporate organizations, authorities across ministries and industries, and all interested parties are encouraged to join and connect with diverse stakeholders.
Join ITC on their social platforms for the latest updates:
- Facebook: Islamic Tourism Centre
- X: @itc_my
- Instagram: @itc_my
- YouTube: Islamic Tourism Centre
Mark your calendars and be a part of this transformative event. The 4th WITC is not just a conference but a gateway to forging meaningful connections and pioneering the future of Islamic Tourism.
