DAY 1: 12 SEPTEMBER 2024 (THURSDAY)
OPENING CEREMONY
▶ Welcome Remarks by YB Dato Sri Tiong King Sing,
Minister of Tourism, Arts and Culture, Malaysia
▶ Keynote address by YAB Dato’ Seri Anwar Ibrahim,
Prime Minister of Malaysia
TRACK 1: UNDERSTANDING THE MUSLIM TOURIST
CONNECTING MUSLIM TOURISTS IN THE DIGITAL SPACE
Muslims often feel excluded on online major social networks – hear from the Founder of Muzz on their plans to launch their own social network aimed at Muslims – and how safe Muslim digital spaces are essential.
WHO IS THE MUSLIM TRAVELLER?
All too often, when destinations picture the “Muslim travellers”, they picture Middle Eastern faces – but there is a significant opportunity for a second or third generation Muslim consumers living in non-OIC countries. What do these travellers want? And how can tourism stakeholders connect with them?
FEMALE MUSLIM TRAVELLERS:
THE POWERHOUSE DRIVING THE INDUSTRY FORWARD
In just over 10 years, more than 50 million Muslim women entered the workforce worldwide, creating an epic impact on societies worldwide. What are the implications of this for the world of tourism?
TRACK 2: MUSLIM FRIENDLY TRAVEL AND THE COMMUNITY
STANDARDS: THE KEY TO WINNING OVER MUSLIM TOURISTS
Standards and certifications are the foundations of a strong Islamic tourism ecosystem, able to instill confidence and nurture trust between Muslim-friendly tourism product and service providers and their customers. But is it hard? Is it expensive? Is it worth it? Experts in the industry weigh in on the matter offering new insights and perspectives.
MUSLIM-FRIENDLY TRAVEL: EMPOWERING COMMUNITIES
Tourism dispersal is key to addressing overtourism – but simply pointing tourists in the direction of a rural village is not the answer. Instead, connection with local communities is key to ensure that tourism is implemented in a respectful way and provides economic opportunities at the same time.
THE HARMONY OF ISLAM AND SUSTAINABLE TOURISM
With the rise in the demand for sustainable travel, we look at whether Muslim friendly travel by its very nature is a new paradigm which could become the default for all travellers, non-Muslims and Muslims alike.
THE POWER OF FOOD
One of the biggest attractions for any traveller is the food of a country, and to share and savour authentic food made by the locals. However, one of the challenges that Muslim travellers face is finding places which can offer these traditional flavours, but are halal. In this quick-fire panel, learn how food can be the focal point for a tour – instead of a solitary sandwich in a hotel room.
DAY 2: 13 SEPTEMBER 2024 (FRIDAY)
TRACK 3: GROWTH AND OPPORTUNITY
THE LEADERS’ CIRCLE: A CONVERSATION ON FORGING CONNECTIONS
Join key leaders as they weigh in on partnership opportunities to drive a tourism landscape that is inclusive, sustainable, and values-driven.
PROMOTING ISLAMIC HERITAGE AS A DRIVER FOR TOURISM
Hear from distinct destinations: Malaysia, Singapore, Uzbekistan, Spain and Saudi Arabia, among others, on how they promote Islamic heritage as a key draw for tourists, both Muslims and non-Muslims. Thanks to its ancient history and significance of being on the Silk Route, Uzbekistan has an outstanding richness of Islamic heritage. Spain was once the heartland of Al-Andalus whilst Saudi Arabia has long been established as a treasure trove of heritage. Malaysia and Singapore on the other hand witnessed the early establishments of Islam in Southeast Asia. Listen to our panellists to understand how they have developed Muslim-friendly tourism to showcase their culture and history.
INSPIRING ENTREPRENEURSHIP
Listen to key entrepreneurs getting themselves involved within the Muslim-friendly space, and hear their highs, their lows, their journey to succeed – and what opportunities are lighting them up.
Disclaimer: The information provided is accurate as of the time of publication.
TRACK 4: INCLUSIVITY
BRINGING THE NON-MAINSTREAM, MAINSTREAM: CONNECTING ACROSS BOUNDARIES
Running a marketing campaign for a non-Muslim company, targeted at Muslim consumers in a non-Muslim country is challenging. How have brands walked the tightrope of connecting with a targeted consumer base, whilst not alienating their mainstream consumer base? Hear from a marketing agency who was tasked with just that, running campaigns for popular consumer brands we all know and love.
ISLAMIC FINANCE AND THE ECONOMIC OPPORTUNITIES FOR MUSLIM-FRIENDLY TRAVEL
With more exciting online players in the Islamic finance space, how will this impact Muslim-friendly travel? What are the synergies that can be developed? And how can this lead to greater growth?
