4th World Islamic Tourism Conference 2024 Concludes with Strategic MoUs

The 4th World Islamic Tourism Conference (WITC) 2024 concluded on a high note at Sunway Resort Hotel, marking another significant milestone in the global Islamic tourism sector. The two-day event, held from 12 to 13 September, attracted over 1,000 participants from across the world, including top policymakers, industry leaders, and travel experts, and media companies, all gathering under the theme “Forging Connections.”

With more than 30 prominent speakers and moderators leading insightful sessions and discussions, the conference aimed to explore emerging trends and opportunities within the rapidly growing Muslim tourist market. The highlight of the event was the signing of three strategic Memorandums of Understanding (MoUs), which will propel the Islamic tourism industry forward on a global scale.

Key MoUs Signed at the 4th WITC 2024:

1. MoU Between Islamic Tourism Centre (ITC) and RusQuality (Roskachestvo):
   This groundbreaking partnership aims to harmonize and align ITC’s Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) with RusQuality’s “RusQuality-Halal” certification. RusQuality, the national quality system of Russia, plays a vital role in promoting Muslim-friendly tourism within Russia. The collaboration reflects ongoing engagement between Malaysia and Russia, having been initiated earlier this year at the 1st meeting of the Malaysia-Russia Working Group on Tourism Cooperation and the Russia-Islamic World Kazan Forum 2024. The partnership will bolster the Muslim-friendly tourism ecosystem across both countries, opening doors for more seamless cooperation in the sector.
2. MoU Between ITC and Universiti Sultan Zainal Abidin (UniSZA):
   This MoU cements the already strong relationship between ITC and UniSZA, which dates back to their first joint youth seminar in 2015. The agreement focuses on a wide array of collaborative efforts, including industry immersion programs for undergraduate students, joint research initiatives, workshops, training programs, and the exchange of academic publications. This collaboration seeks to bridge the gap between academia and the tourism industry, ensuring that students, researchers, and industry professionals gain invaluable hands-on experience and knowledge in the burgeoning field of Islamic tourism.
3. MoU Between ITC and the Association of Indonesian Tours and Travel Agencies (ASITA):
   This strategic collaboration will promote Malaysia’s Muslim-Friendly Tourism & Hospitality (MFTH) programs within ASITA’s extensive network of 7,000 members in Indonesia. The agreement will create direct channels between ASITA and Malaysian travel agencies, facilitating seamless cooperation to expand Muslim-friendly tourism offerings between the two nations. The partnership is expected to enhance travel experiences for Muslim tourists by leveraging the expertise and resources of both organizations.

Resolutions Adopted at the 4th WITC 2024:

In addition to the signing of MoUs, the 4th WITC adopted nine key resolutions aimed at fostering innovation, inclusivity, and sustainability within the Islamic tourism sector. These resolutions reflect the shared commitment of industry leaders, policymakers, and stakeholders to advance the global Muslim-friendly tourism industry:

1. Enhancing Muslim-Friendly Tourism Infrastructure:
   The conference emphasized the need to improve facilities and services tailored to the specific needs of Muslim travelers, ensuring a comfortable, enriching experience across all destinations.
2. Promoting Inclusivity:
   The commitment to inclusivity calls for tourism offerings that respect and celebrate cultural and religious diversity, creating a welcoming environment for all travelers, irrespective of their backgrounds.
3. Leveraging Technology:
   Technological advancements were highlighted as a crucial tool for enhancing the travel experience of Muslim tourists. From travel planning and booking to providing on-the-ground services, digital platforms are expected to play an increasingly pivotal role.
4. Strengthening Global Partnerships:
   Global collaboration is key to driving growth in Islamic tourism. The resolution encourages the development of international partnerships to foster knowledge exchange and joint initiatives aimed at promoting Muslim-friendly tourism worldwide.
5. Supporting Female Muslim Travelers:
   Recognizing the growing number of female Muslim travelers, the conference advocated for the creation of tourism services that cater specifically to their unique needs, ensuring safety, comfort, and an enjoyable travel experience.
6. Sustainable Tourism Practices:
   The adoption of environmentally sustainable practices within the tourism sector was strongly emphasized, with a focus on aligning tourism development with the principles of Maqasid Shariah and the United Nations Sustainable Development Goals.
7. Cultural Exchange Programs:
   The conference encouraged the promotion of cultural exchange programs to foster mutual understanding and respect between different cultures, enhancing the overall travel experience for Muslim tourists.
8. Research and Development:
   Investing in research was identified as a priority for the future of Islamic tourism, particularly in Southeast Asia. The resolution advocates for the development of products and packages designed to position the region as a gateway for Muslim-friendly tourism.
9. Marketing and Communications:
   The importance of developing targeted messaging and communication strategies that resonate with Muslim tourists was underscored. Effective marketing will be essential in expanding the reach of Muslim-friendly tourism offerings.

A Bright Future for Islamic Tourism:

As the conference came to a close, participants expressed optimism for the future of Islamic tourism. With growing demand for Muslim-friendly travel experiences, the need for collaboration and innovation has never been greater. The 4th WITC successfully laid the groundwork for future growth by fostering strong partnerships and championing sustainable, inclusive tourism practices.

The Islamic Tourism Centre (ITC), a key player under Malaysia’s Ministry of Tourism, Arts and Culture, is dedicated to developing and promoting Muslim-friendly tourism in Malaysia. Recognized as the top Muslim-friendly destination by the State of the Global Islamic Economy (SGIE) Report 2022 and the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2024, ITC continues to set the standard for Muslim-friendly tourism globally.

ITC’s efforts have earned them prestigious accolades, including the Strategic Business Alliance Award at The BrandLaureate World Halal Best Brand E-Branding Awards 2021. With its commitment to research, industry development, and collaboration, ITC is leading Malaysia’s charge to remain at the forefront of global Muslim-friendly tourism.