KUANTAN — As global travel evolves, the focus of Muslim-friendly hospitality is shifting away from superficial destination marketing toward what matters most: family connections, community-centric progress, and soulful journeys.
At the 5th World Islamic Tourism Conference (WITC 2026), convened at the Zenith Hotel Kuantan, over 150 international policymakers, thought leaders, and industry pioneers from more than 35 nations gathered to shape this next era. Hosted by the Islamic Tourism Centre (ITC) under Malaysia’s Ministry of Tourism, Arts and Culture (MOTAC) alongside the Pahang State Government, the assembly anchored its dialogue around a powerful theme: “Faith and Family Beyond Borders.”
- Advertisement -
Sustainable Growth: Local Empowerment Over Pure Numbers
Pahang’s leadership established a clear standard for high-trust development, emphasizing that success cannot be measured by visitor counts or resort keys alone. Instead, progress must enrich host communities and empower local entrepreneurs, homestay operators, and rural businesses.
Development is not just about infrastructure or economic growth… it must bring real benefits to the people through better jobs, stronger businesses and improved living standards,” said official representative of Chief Minister of Pahang, Dato’ Sri Diraja Wan Rosdy Wan Ismail
State representatives further highlighted that major transit infrastructure, particularly the East Coast Rail Link (ECRL) and its seven stations in Pahang, will serve as the catalyst to unlock access to highlands, traditional villages, and regional trade:
“The East Coast Rail Link (ECRL) is one of the major projects that will improve connectivity between Pahang and other parts of Peninsular Malaysia… make travelling easier and create new opportunities in tourism, trade and investment.”
The USD 424 Billion Landscape: Trust, Integrity, and Inclusivity
Citing findings from the State of the Global Islamic Economy Report 2025/26, Chua Choon Hwa, Deputy Secretary General (Tourism) at MOTAC, noted that Muslim travel expenditure—the fastest-growing global consumer segment—is projected to climb from USD 249 billion in 2024 to USD 424 billion by 2029.
To capture this momentum, Chua Choon Hwa stressed that destinations must look beyond surface amenities to deliver accessible, high-trust experiences backed by Malaysia’s established halal ecosystem:
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 added that Malaysia must continue strengthening international partnerships so the economic windfall of tourism reaches local businesses nationwide. Despite recent Middle East disruptions, Malaysia’s tourism sector has proven resilient, supporting 3.7 million jobs and bolstering the Visit Malaysia 2026–2027 push.
- Advertisement -
Cross-Border Alignment & Strategic Alliances
Addressing the need for global service consistency, Samer I. Alkharashi, Director of the Regional Office for the Middle East at UN Tourism, emphasized that no single entity can build this market alone:
We need stronger cooperation across borders. No single destination or organisation can develop this market in isolation.”
Translating visionary discourse into tangible action, WITC 2026 formalized four milestone Memoranda of Understanding (MoUs):
- Advertisement -
Tourism Pahang & King’s Park Genting Highlands: Expanding destination offerings and sustainable high-altitude travel.
Rita Synergy Holdings: Building a resilient ecosystem for local tourism enterprises.
Halaali App (Canada): Driving global digital integration and tech accessibility for travelers.
China Cross-Border Partnership: Expanding capacity for the Muslim-Friendly Assurance Recognition (MFAR) program in East Asia.
Core Directions & Key Takeaways
Across 13 dedicated conference tracks, delegates tackled the critical vectors driving modern tourism forward.
Digital innovation emerged as a central pillar, with experts highlighting generative AI, digital tools, and smart platforms to streamline independent, cross-border journeys.
Concurrently, sessions focused on heritage and gastronomy underscored the vital role of sacred architecture and halal culinary traditions in preserving deep cultural identity.
Finally, discussions surrounding modern Umrah examined how pilgrimage routes and leisure itineraries are evolving to meet the expectations of modern, multigenerational travelers.
Ruhfar and Muslim Solo Travel’s Participation at WITC
The First day of the conference will showcase Inside the Mind of the Muslim Traveler session featuring Farihah Fuaad (Founder & Editor of Ruhfar and Muslim Solo Traveler), in which she will spotlight the rising agency of Muslim women and solo travelers.
Ultimately, WITC 2026 affirmed that the future of Islamic tourism rests on creating meaningful travel experiences that uplift host communities as deeply as they enrich the modern traveler.
By connecting economic potential directly to local community empowerment, ethical hospitality, and seamless mobility, WITC 2026 reinforces a fundamental truth: the future of Muslim-friendly travel lies in creating experiences that honor host communities as deeply as they enrich the modern traveler.
