4TH WORLD ISLAMIC TOURISM CONFERENCE (4TH WITC) 2024 SUCCESSFULLY CONCLUDED WITH THE SIGNING OF THREE MOUs

Bandar Sunway, Malaysia, 13 September – The 4th World Islamic Tourism Conference (4th WITC) 2024 has successfully concluded at the Sunway Resort Hotel, marking a significant milestone in the global Islamic tourism industry. Held from 12 to 13 September 2024, the conference convened thought leaders, policymakers, industry captains, and travel experts under the theme “Forging Connections.” The conference featured a series of insightful sessions and discussions aimed at exploring new trends and opportunities within the Muslim tourist market. 4th WITC saw some 1,000 delegates convene over two days, with more than 30 local and international speakers and moderators leading robust discussions. 

The Islamic Tourism Centre (ITC) is also pleased to announce the signing of 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 includes the 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.

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 (MFT) by offering research and market intelligence, training, industry development consultation, Muslim-Friendly Tourism and Hospitality (MFTH) services standards and recognition, and information exchange.

Malaysia was named the top country in the region in the MFTH sector by the State of the Global Islamic Economy (SGIE) Report 2022. The country also retained the top-ranked destination in the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2024, a position it has defended since the launch of the Index in 2015. Malaysia was also recognised as the Top Muslim-Friendly Destination of the Year (OIC) and the Top Muslim Women-Friendly Destination of the Year in Halal in Travel Awards 2023.

In addition, ITC was named the recipient of the Strategic Business Alliance Award at The BrandLaureate World Halal Best Brand E-Branding Awards 2021. It is a recognition of ITC’s efforts and endeavors in formulating new strategies to meet the new normal of the business environment to ensure business continuity and sustainability, notwithstanding its role in developing and growing the Islamic tourism segment in Malaysia.

These recognitions are an added motivation for ITC to continue to strengthen its efforts in being a prime mover and leading institution to ensure Malaysia is at the forefront of MFTH.