September-October . 2024

MESSAGE FROM

This esteemed event has become a cornerstone for advancing the Islamic Tourism sector , particularly within Southeast Asia , and this year promises to continue its tradition of fostering growth , collaboration , and innovation among industry leaders and stakeholders .

Malaysia ’ s sustained recognition as the Top Muslim-Friendly Destination in the Global Muslim Travel Index ( GMTI ) by Mastercard-CrescentRating underscores our unwavering commitment to Islamic Tourism and the Muslim-Friendly Tourism and Hospitality ( MFTH ) sector . This accolade reaffirms Malaysia ’ s role as a vital hub connecting tourism decision-makers across the region and beyond , paving the way for meaningful dialogue and partnerships .

We are excited to bring influential voices from the Muslim world to this year ’ s WITC audiences , with conversations centred around digital technology , marketing , standards development , the power of food , the impact of the Muslim female traveller , and more .

We are honoured that Omar DaCosta-Shahid , co-founder of Creed and Culture , is joining us to deliver an insightful keynote on “ Bridging the Non-Mainstream , Mainstream : Connecting Across Boundaries .”

His address will shed light on strategies for building brand loyalty among Muslim travellers . Additionally , Shahzad Younas , CEO of Muzz , will discuss “ Connecting Muslim Tourists in the Digital Space ,” highlighting how digital platforms can effectively engage the Muslim travel community .

Our sessions will also explore the “ Power of Food ,” with contributions from Chef Gero DiMaria , owner of Kucina Italian Restaurant in Singapore , and award-winning author Datin Kalsom Taib , among others . This discussion will emphasise the cultural and economic significance of halal cuisine in tourism .

Furthermore , the “ Female Muslim Travellers : The Powerhouse Driving the Industry Forward ” segment will celebrate the impactful contributions of over 50 million Muslim women in the workforce , showcasing their influence on Muslim-friendly services globally .

Other topics of note include discussions on the importance of tourism standards to win over Muslim tourists , heritage as a driver for tourism , and Islamic Finance and its role in Muslim- Friendly travel .

As we embrace this year ’ s theme , “ Forging Connections ,” we are reminded of the importance of building strong networks and partnerships . This year ’ s WITC aims to strengthen diplomatic ties , nurture cross-sectoral relations , facilitate resource sharing , and foster public-private partnerships that serve the socio-economic interests of all involved .

The impact of Islamic Tourism reaches far beyond the confines of the travel industry , influencing various sectors such as transportation , retail , food , and technology . The discussions at WITC will provide valuable opportunities for entrepreneurs , investors , and professionals across industries to explore new avenues and expand their horizons .

At this juncture , allow me to thank our key strategic partners , namely Pear Anderson , TV AlHijrah , Islam Channel and Sunway Resort Hotel , for collaborating with us in this pivotal conference . Together , we can drive the future of Islamic Tourism and unlock its vast potential .

Warm regards . Nizran Noordin

Director-General , Islamic Tourism Centre

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A gathering of industry innovators and tourism enthusiasts

P04 WITC 2024 Agenda

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• Halal food adventures

• Sustainability in Islamic tourism

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• Understanding the diverse Muslim travellers

• Connecting with modern Muslim tourists

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• Redefining Muslim travel experience

• Batik Air ’ s strategic vision for Muslim-friendly tourism

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• Building a global Islamic tourism ecosystem

• The evolution of Muslim-friendly tourism in the Philippines

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• Capitalising on Malaysia ’ s Islamic heritage

• Integrating Islamic heritage into Spain ’ s tourism strategy

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• Exploring Uzbekistan ’ s rich heritage

• Islamic finance influence on Muslim-friendly travel

P12 Sunway Resort Hotel Kuala Lumpur ’ s most iconic hotel

P13 From underrated to celebrated

MBI is determined to boost tourism in Ipoh and establish the city as a premier Muslim-friendly tourism hub

P14 Through stakeholders ’ lenses

Industry stakeholders share their hopes and wishes for ITC and Islamic tourism

P15 News Bites