The Tourism, Arts and Culture Ministry, through the Islamic Tourism Centre (ITC), is exploring opportunities to strengthen Malaysia’s position in Muslim-friendly tourism.
The ministry’s deputy secretary-general (Tourism) Chua Choon Hwa said the recently-held World Islamic Tourism Conference (WITC) was one of the key initiatives, bringing together international delegates, industry leaders and tourism stakeholders to exchange ideas, build partnerships and identify opportunities to grow the sector.
“The potential is considerable, given the scale and diversity of the global Muslim community, which represents an increasingly important market for the tourism industry,” he said at the opening ceremony of the 5th WITC 2026 in Kuantan, Pahang last week.
Chua said the State Of The Global Islamic Economy Report 2025/26 projected Muslim travel spending to grow from US$249bil (about RM1 trillion) in 2024 to US$424bil (RM1.71 trillion) by 2029, making it the fastest-growing consumer sector within the global Islamic economy.
“However, success in this market requires more than attracting visitors. It requires us to understand their needs and provide experiences that are accessible, comfortable and trustworthy,” he said.
He said halal food, appropriate prayer facilities and Muslim-friendly accommodation remained important considerations for Muslim travellers, who also sought nature, culture, shopping, wellness, family activities and authentic local experiences.
“Malaysia is well positioned to respond to these expectations. Our established halal ecosystem, diverse tourism products and experience in serving international visitors provide a strong foundation for further growth,” he said.
Meanwhile, Pahang State Agriculture, Agro-based Industry, Biotechnology and Education Committee chairman Datuk Seri Mohd Soffi Abd Razak said the state government remained committed to working closely with the federal government, ITC, industry players and international partners.
“We welcome new investments, fresh ideas and knowledge sharing to improve our tourism services and develop more attractive products. I believe this conference is a valuable platform to build new relationships and learn from one another,” he said in his speech on behalf of the Pahang Menteri Besar.
Mohd Soffi said the East Coast Rail Link (ECRL) was one of the major projects that would improve connectivity between Pahang and other parts of Peninsular Malaysia.
With seven ECRL stations in Pahang, the project is expected to make travelling easier and create new opportunities in tourism, trade and investment.
“It will also encourage visitors to explore more destinations in Pahang, including our highlands, traditional villages and local attractions,” he said.
The WITC 2026, held from Nov 5 to 6 in Kuantan, was organised by ITC, an agency under the Tourism, Arts and Culture Ministry with the Pahang state government as the official host.
Carrying the theme “Faith and Family Beyond Borders”, this year’s conference attracted about 150 international participants from more than 35 countries, and provided a platform for global stakeholders to exchange insights, explore emerging opportunities and strengthen partnerships in Muslim-friendly tourism. – Bernama
