A gathering of industry innovators and tourism enthusiasts

ITC’s mission is to enhance Malaysia’s Islamic tourism segment through a range of services, including research, market intelligence, training, and the development of Muslim-Friendly Tourism and Hospitality (MFTH) standards. Its signature programme, the 4th WITC, promises to be a pivotal event, underscoring the importance of ‘Forging Connections’ in the Islamic tourism space.

This year’s conference aims to reveal emerging trends and innovative strategies for expanding the Islamic tourism and MFTH sectors. The focus is on penetrating both established and promising yet underdeveloped Muslim markets, addressing the dynamic needs and expectations of Muslim travellers worldwide. The theme ‘Forging Connections’ reflects the essence of Islamic tourism, emphasising the importance of building bridges between destinations to foster mutual understanding, economic collaboration, cultural exchange, and sustainability.

The WITC 2024 will feature a series of innovative sessions designed to inspire and inform attendees. These sessions will cover pressing topics and trends, offering insights into four key areas: Understanding Muslim Tourists, Muslim-Friendly Travel and Community, Growth and Opportunity, and Inclusivity. The conference is set to provide a comprehensive view of the current landscape and future directions for the Islamic tourism sector.

One of the highlights of this year’s conference is the focus on ‘The Power of Food.’ This segment aims to demonstrate how culinary experiences can be a central theme in tourism, transforming food from a mere necessity into a compelling element of travel experiences.

The previous editions of the WITC have set a high standard and achieved notable success. The inaugural conference in 2017, themed ‘Understanding and Embracing Muslim-Friendly Tourism’, saw participation from 167 individuals. This was followed by the 2021 edition, which, despite the challenges posed by the pandemic, successfully engaged 50 on-site and 251 online participants under the theme ‘Islamic Tourism: New Norms and Revitalisation’. The third edition, held in 2022, focused on ‘Islamic Tourism: Inspiring Balance, Transformations and Solutions’ and was attended by 460 participants, further cementing the conference’s reputation as a leading event in the field.

The 4th WITC is expected to build on these successes, offering a platform for industry leaders, stakeholders, and experts to discuss and explore innovative solutions and strategies for the Islamic tourism sector. The conference will not only address the current challenges but also provide a vision for future growth and development across the global Islamic tourism landscape. – RnR