The fourth edition of Islamic Tourism Centre’s World Islamic Tourism Conference is set to take place on 12 and 13 September 2024. 

PUTRAJAYA, 3 JULY 2024: Malaysia and Islamic Tourism Centre (ITC) continue to spearhead the trajectory of Islamic Tourism expansion in the region by uniting some 500 key industry players at the 4th World Islamic Tourism Conference (WITC), consistent with its theme, “Forging Connections” on 12 and 13 September 2024 in Kuala Lumpur, Malaysia.  

The fourth instalment of the conference, first launched by ITC in 2017, will capture the momentum of Islamic Tourism as a global phenomenon, with the surge of Muslim population now exceeding 2 billion worldwide. WITC this year aims to unveil upcoming trends, optimising diverse and innovative strategies to penetrate the Islamic Tourism and Muslim-Friendly Tourism and Hospitality (MFTH) sector in existing and promising yet untapped Muslim geographies. 

“Forging Connections” encapsulates the essence of Islamic Tourism, emphasising the significance of bridging destinations to cultivate mutual understanding, economic collaboration, cultural exchange, innovation and sustainability. These themes will be explored across four tracks: Understanding Muslim Tourists, Muslim-friendly Travel and Community, Growth and Opportunity and Inclusivity. Register your interest at WITC’s official site ( Gain exclusive knowledge from industry leaders, network with stakeholders and stay ahead of the curve in this rapidly growing sector.

Forging Connections Through the Four Tracks of WITC

All four tracks will discuss emerging issues within the space of Islamic Tourism and the global Muslim tourist market encompassing digitalisation, standards and recognition, sustainable practices, culture and heritage preservation, investment and community empowerment. The first track, “Understanding Muslim Tourists” will highlight the key aspects of the Muslim tourist market, their backgrounds, motivations and faith-based needs.

Its sessions cover the creation of inclusive digital spaces for Muslims, the potential of second and third-generation Muslims in non-OIC countries and the considerable impact of the rising number of Muslim women in the tourism industry workforce. 

Following this, the “Muslim-Friendly Travel and Community” track aims to explore the importance of standards and certifications in building trust and confidence in the MFTH ecosystem, which involves the role of community engagement in combatting overtourism and underscores the benefits of sustainable practices in harmony with Islamic principles. Additionally, it will address how authentic Halal culinary can deepen the Muslim-friendly tourism experience. 

The third track, “Growth and Opportunity” will dive into Malaysia’s Umrah Hub mission, potentially boosting local and international tourism through its spillover effects. It will shed light on the promotion of Islamic heritage by world’s leading destinations as key attractions for both Muslim and non-Muslim tourists. The track also features inspiring stories from entrepreneurs in the Muslim-friendly spaces, sharing their journeys to success, revealing their adversities and opportunities they encountered along the way.

The final track, “Inclusivity”, will delve into the intricacies of marketing campaigns targeting Muslim consumers in non Muslim-majority countries with  case studies from a marketing agency on effectively balancing targeted outreach with broader consumer appeal. The segment will also examine the impact of online Islamic finance platforms on the travel industry and identify growth prospects in creating inclusive financial solutions for Muslim tourists. 

Who Should attend?

ITC Director-General, Nizran Noordin informed: “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.” 

“As the region’s leading conference on Islamic Tourism, WITC promises information-packed dialogues with renowned homegrown and international industry experts. Malaysians, as well as tourism industry decision-makers, stakeholders and practitioners from across the globe eager to explore the expansive Islamic Tourism sector and the USD225 billion-worth Muslim tourist market, are welcomed to attend,” invites Nizran. 

Small and medium enterprises (SMEs), chain businesses, corporate organisations, authorities across ministries and industries, and all interested parties are invited to join us and connect with diverse stakeholders as listed:

About ITC and WITC

Established in 2009, ITC is entrusted by the Ministry of Tourism, Arts and Culture (MOTAC) to develop Malaysia’s Islamic Tourism ecosystem by fortifying the nation’s MFTH framework through excellence in product and service delivery. Leading the industry in Islamic Tourism development, the agency advocates for the burgeoning sector by offering research and market intelligence, capacity development programme, standards development and recognition, networking collaboration and advisory services on matters pertaining to MFTH. 

The creation of its two signature recognition programmes built over meticulously designed guidelines, Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) and Muslim-Friendly Tourist Guide (MFTG) hoisted ITC’s calibre as a reputed and trusted entity in ensuring MFTH.

Similarly, ITC’s WITC stands as a premier platform for sharing insights, converging impactful ideas and steering the direction of sustainable Islamic Tourism with celebrated learned speakers as its focal point. Since its introduction in 2017, with the theme “Understanding and Embracing Muslim-Friendly Tourism,” followed by the 2021 edition amid the Covid-19 pandemic themed “Islamic Tourism: New Norms and Revitalisation” and the successful 2022’s “Islamic Tourism: Inspiring Balance, Transformations and Solutions,” WITC has rallied substantial support from the industry and  authorities.

The 4th World Islamic Tourism Conference will decisively sustain this trust and solidify Malaysia’s global influence in Islamic Tourism. To find out more about the 4th WITC, head on to ITC’s social media platforms (Instagram: itc_my, Facebook: Islamic Tourism Centre, LinkedIn: Islamic Tourism Centre). To find out more about the 4th WITC and to register, head on to or visit ITC’s social media platforms (Instagram: itc_my, Facebook: Islamic Tourism Centre, LinkedIn: Islamic Tourism Centre). Come on board and “Forge Connections” to shape the future of Islamic Tourism with ITC.


About the 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 endeavours 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.

For further details, kindly email or the following individuals:

Anis Ramli, Corporate Communications Unit, ITC at 012 321 9137

Nadhirah Aripin, Corporate Communications Unit, ITC at 019 356 0530

Ainaa Izzati, Corporate Communications Unit, ITC at 010 266 2535

Khairul Iman, Corporate Communications Unit, ITC at 013 289 2609

Islamic Tourism Centre,

Level 13, Ministry of Tourism, Arts and Culture Malaysia

No. 2 Tower 1, Jalan P5/6,

Precinct 5, 62200 Putrajaya, Malaysia

Tel: 03-8891 7177 or via email

Follow ITC on these social platforms:

Facebook: Islamic Tourism Centre

X: @itc_my

Instagram: @itc_my

YouTube: Islamic Tourism Centre

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