How Global Tourism Trends Are Shaping Sustainable Tourism

In a highly anticipated panel discussion titled “The Leaders’ Circle: A Conversation on Forging Connections,” prominent leaders gathered at the 4th World Islamic Tourism Conference (WITC) to explore the future of tourism. The conversation centered on how partnership opportunities can shape a tourism landscape that is inclusive, sustainable, and values-driven. The discussion, moderated by Mohamed Ali Harrath, Founder of Islam Channel, brought together key figures including YAB Dato’ Seri Amirudin Bin Shari, Menteri Besar of Selangor; HE Karomidin Gadoev, Ambassador of Uzbekistan to Malaysia; Dr. Maszlee Malik, Chairman of the International Institute of Advanced Islamic Studies (IAIS) Malaysia; and Nizran Noordin, Director-General of the Islamic Tourism Centre (ITC).

As the global tourism industry continues to recover from the COVID-19 pandemic, the panelists emphasized the importance of fostering connections across borders to build a more resilient and inclusive future for tourism, especially for Muslim-friendly travel. By combining the power of partnerships with the principles of sustainability and inclusivity, destinations can appeal to a broader range of travelers while creating long-term economic and social benefits for local communities.

Partnerships as the Pillars of Growth

The panel opened with remarks from YAB Dato’ Seri Amirudin Bin Shari, Menteri Besar of Selangor, who highlighted the critical role partnerships play in driving the growth of the tourism industry. He emphasized that Selangor is already leading by example with strategic collaborations between government bodies, private sector entities, and international organizations to promote Muslim-friendly tourism in the state.

“Our strategy in Selangor has always been to engage with partners both locally and globally to ensure our tourism ecosystem is diverse and inclusive. By forging connections with key stakeholders, we have been able to enhance our offerings and meet the needs of Muslim travelers,” said Dato’ Seri Amirudin. He noted that partnerships with countries like Uzbekistan have helped Selangor gain insights into promoting Islamic heritage sites and improving halal infrastructure to attract more Muslim tourists.

Dato’ Seri Amirudin also stressed that partnerships should not only be about economic gains but should focus on cultural exchange and mutual respect. “Tourism is about people, and to create an enriching experience for travelers, we must ensure that our partnerships are rooted in shared values and respect for each other’s traditions,” he added.

Uzbekistan’s Role in Muslim-Friendly Tourism

HE Karomidin Gadoev, Ambassador of Uzbekistan to Malaysia, echoed Dato’ Seri Amirudin’s sentiments and highlighted Uzbekistan’s rich Islamic heritage as a key asset in attracting Muslim tourists. With its famous cities such as Samarkand and Bukhara, which are integral to Islamic history, Uzbekistan has long been a destination of interest for Muslim travelers. However, the ambassador pointed out that more can be done to connect these historical sites with broader tourism markets through international collaboration.

“Our Islamic history and culture offer great potential for Muslim-friendly tourism, but we recognize that we need strategic partnerships with countries like Malaysia to fully realize that potential,” said Ambassador Gadoev. He explained that partnerships between Uzbekistan and other nations, particularly within the Organization of Islamic Cooperation (OIC), can pave the way for the development of a more robust halal tourism ecosystem that is aligned with Islamic values.

Gadoev also stressed the importance of creating a seamless experience for Muslim tourists, which includes developing infrastructure that caters to halal needs and making Uzbekistan’s Islamic sites more accessible to a global audience. “Through partnerships, we can exchange knowledge and best practices, allowing us to better meet the needs of Muslim tourists and showcase our Islamic heritage in a way that resonates with travelers,” he concluded.

Islamic Values in Tourism

The discussion then turned to the topic of sustainability, with Dr. Maszlee Malik, Chairman of the International Institute of Advanced Islamic Studies (IAIS) Malaysia, offering his perspective on how Islamic values can drive sustainable tourism practices. According to Dr. Maszlee, sustainability in tourism is not just about environmental protection but also about preserving cultural integrity and ensuring social equity for local communities.

“Sustainability is deeply embedded in Islamic teachings,” Dr. Maszlee explained. “Islam advocates for moderation, respect for the environment, and responsibility toward others. These principles can serve as a foundation for creating a tourism industry that is not only economically viable but also socially and environmentally responsible.”

Dr. Maszlee pointed to the need for the tourism sector to shift its focus from profit-driven models to values-driven models that prioritize the well-being of local communities. He advocated for tourism initiatives that promote the preservation of cultural heritage while supporting the economic development of underrepresented communities. “Tourism can be a tool for empowerment, but only if it is inclusive and built on sustainable practices. By aligning tourism strategies with Islamic values, we can create a more ethical and responsible tourism industry,” he said.

Dr. Maszlee also urged tourism stakeholders to view partnerships as a means of addressing global challenges, such as climate change and economic inequality, by working together to implement sustainable practices that benefit both travelers and local populations.

Islamic Tourism as a Catalyst for Inclusivity

Nizran Noordin, Director-General of the Islamic Tourism Centre (ITC), focused on the role of Islamic tourism in fostering inclusivity within the global travel industry. He highlighted the growing demand for Muslim-friendly tourism and how destinations that cater to the needs of Muslim travelers can attract a broader range of tourists from different cultural and religious backgrounds.

“Islamic tourism is not just for Muslim travelers,” Noordin said. “The values of inclusivity, respect, and sustainability that underpin Muslim-friendly tourism are universal. Destinations that prioritize these values will appeal to a diverse group of travelers who are looking for meaningful and respectful travel experiences.”

Noordin also stressed that inclusivity in tourism should extend beyond providing halal food and prayer facilities. He advocated for the development of experiences that showcase Islamic heritage and culture in a way that resonates with both Muslim and non-Muslim travelers. “By promoting Islamic tourism, we are not only catering to Muslim travelers but also opening the door for people from all backgrounds to learn about and appreciate Islamic history and culture,” he said.

He further explained that the ITC is working closely with international partners to develop training programs for hospitality providers, tour operators, and other tourism professionals to ensure that they understand and can meet the needs of Muslim travelers. These efforts, he noted, are aimed at positioning Malaysia as a leading hub for Muslim-friendly tourism while also contributing to the global tourism industry.

Forging Connections for a Sustainable Future

As the panel concluded, the overarching message was clear: partnerships are the key to creating a tourism industry that is inclusive, sustainable, and values-driven. The panelists emphasized that by forging connections across borders and industries, tourism stakeholders can work together to create a more resilient and equitable future for the industry.

Moderator Mohamed Ali Harrath summed up the discussion by calling for greater collaboration between governments, private sector entities, and local communities. “The future of tourism lies in our ability to connect and collaborate,” Harrath said. “By building partnerships that prioritize inclusivity and sustainability, we can create a tourism landscape that benefits everyone—travelers, businesses, and communities alike.”

The session underscored the potential of Islamic tourism to serve as a model for sustainable and inclusive travel, with partnerships playing a central role in shaping the future of the industry. As destinations continue to recover from the effects of the pandemic and look toward long-term growth, the values of Islamic tourism—sustainability, inclusivity, and cultural respect—are likely to take on an increasingly important role in global tourism strategies.