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"Faith provides the compass; family provides the purpose; tourism provides the bridge."
The World Islamic Tourism Conference (WITC), organised by the Islamic Tourism Centre (ITC), has evolved into more than an industry gathering. It is emerging as the foremost global forum for the ideas, relationships, and strategic conversations shaping the Muslim travel market projected to reach USD225 billion by 2028.
Hosted in the Great State of Pahang Darul Makmur, the 5th edition convenes policymakers, tourism authorities, industry pioneers, and international delegations at The Zenith Hotel, Kuantan under the landmark theme: "Faith and Family Beyond Borders."
From pioneering a new tourism category in 2017 to convening a resilient global ecosystem.
The inaugural WITC was held 24–25 July 2017 in Kuala Lumpur, launched under "Understanding and Embracing Muslim-Friendly Tourism." Its strategic contribution was definitional: it gave a fragmented segment a shared vocabulary, positioning Malaysia as first mover and convener.
Convened amid the pandemic, the second edition ran 15–17 November in a hybrid format under "New Norms and Revitalisation." Seven core sessions addressed post-Covid-19 economic recovery, destination readiness, and urban recovery, demonstrating continuity under stress.
The 3rd edition, themed "Inspiring Balance, Transformations And Solutions" at World Trade Centre Kuala Lumpur, introduced commercial exhibition elements, shifting WITC from a conference into an ecosystem.
Held 12–13 September under "Forging Connections", convening 500+ industry players across four tracks. Closed with three strategic MoUs and nine resolutions, proving WITC converts expert dialogue into commitment.
5th Edition hosted in Kuantan, Pahang Darul Makmur. Unveiling 4 verticals, 13 strategic tracks, 5 strategic MoUs, the launching of the 5th WITC Mart, and an official East Coast technical tour.
The conference architecture is grounded on four comprehensive pillars addressing economic resilience, market expansion, governance standards, and disruptive innovation.
Transforming vulnerability into differentiation; scaling pilgrimage ecosystems and unpacking contemporary Muslim traveler psychographics.
Connecting emerging destinations with high-spending demographics across non-OIC hubs, East Asia, and South Asia through cultural soft power.
Establishing robust benchmarks that combine the rigour of formal standards with commercial agility and principled protection.
Harnessing cutting-edge AI, visual performing arts, digital showcases, and heritage folk literature to inspire the next generation.
Curated sessions spanning keynote dialogues, tech showcases, live artistic performances, and ministerial panels.
Umrah is evolving from a religious journey into a powerful regional economic ecosystem. For ASEAN, this transformation presents an opportunity to move beyond traditional pilgrimage service into fertile intersectoral partnerships with interoperable digital infrastructure and trusted standards.
Geopolitical uncertainty is reshaping the Middle East's tourism landscape. Discover how forward-looking destinations transform vulnerability into differentiation, turning tourism into an instrument of resilience, economic diversification, and regional cooperation.
A breathtaking visual feast brought to life by Sony Malaysia and delivered by award-winning visual maestro Nazri Sulaiman. Exploring the meeting of cutting-edge optical technology and Islamic aesthetic storytelling.
Generative AI is poised to reshape Islamic tourism by making travel more personalized, seamless, and inclusive. Building trusted AI centered on privacy, transparency, cultural intelligence, accurate Halal data, and human oversight.
At the heart of Malaysia Truly Asia is Halal — a framework of trust, integrity, and responsible consumption. Exploring Malay, Chinese, Indian, Indigenous, and Peranakan gastronomic convergence as a global tourism magnet.
How do we assure travellers that a 'Muslim-Friendly' experience is genuine? Shared benchmarks covering halal food, prayer amenities, family privacy, and wellness to eliminate label dilution while giving businesses room to innovate.
Across centuries, Islamic civilisation transformed scholarship, architecture, science, art, and urban life into interconnected expressions of a shared worldview. Addressing modern challenges to preserve living heritage while fostering tourism enterprise.
Official children's book launch published by the National Department for Culture and Arts (JKKN). Transforming traditional Malaysian folk songs into playful storytelling, melodies, and living cultural discovery for young readers.
How do Muslim travellers really think, plan, and experience travel? Digital creators and filmmakers share deep insights into travel behaviour, booking confidence, halal facilities, and non-OIC destination positioning.
Drawing the parallel between modern ESG frameworks and Islamic stewardship, moderation, and justice. Positioning sustainability not as external compliance, but as religious conviction in hospitality operations.
A meeting point between faith, artistry, and the living heritage of Pahang. Words become architecture and geometry unfolds like Malay textiles through traditional mastery converging with projection mapping, lighting, and live performance.
The next frontier of Islamic tourism defined by the convergence of scale, culture, wellness, and consumption across East and South Asia, creating new journeys where Asian identities intersect.
Reframing insurance from mere transactional policy into mutual assistance, shared responsibility, and Shariah compliance. Why principled protection can become a core pillar of Muslim-friendly travel assurance.
Extracted directly from the official 72-page WITC Delegates Brief. Select a day below to view full timings, ministerial ceremonies, speakers, and venues.
Witness the ceremonial exchange of 5 landmark MoUs on stage during the official opening ceremony on 5 November 2026.
In this tripartite collaboration, ITC, King's Park, and Rita Synergy are jointly developing a comprehensive Muslim-friendly ecosystem at the upcoming premier tourism, commercial, and integrated resort development in Genting Highlands, Pahang Darul Makmur.
Establishing a premier partnership to promote King's Park as a key tourist destination drawing 6–10 million visitors to Pahang annually. Features the Silk Road Market, the first all-year-round Muslim-friendly themed bazaar showcasing Asia and Mediterranean food and culture.
Strategic G2G collaboration strengthening the regional Islamic tourism ecosystem and supply chain to serve growing Muslim arrivals. Testimonial to the international recognition of ITC's flagship MFAR programme as the premier government-led global benchmark.
With generative AI reshaping the industry, ITC teams up with Canada-based Halaali to bring a next-generation digital travel experience to Malaysia through its highly curated AI super-app tailored for modern, tech-savvy Muslim travelers.
Collaborating with Halal Certification Services Chongqing (HCS) to bring the Muslim-friendly tourism experience to one of China's national central cities, laying the foundation for Chongqing as a municipality advancing towards an inclusive tourism ecosystem.
Messages from the Official Host of the Great State of Pahang and the Summit Organiser.
"On behalf of the Government and people of Pahang, I am delighted to extend a warm welcome to all delegates, distinguished guests and tourism industry leaders attending the 5th World Islamic Tourism Conference 2026 in Kuantan, Pahang. It is an honour for Pahang to host this prestigious international gathering, which brings together key stakeholders to exchange ideas, strengthen partnerships and explore new opportunities for the growth of Islamic tourism."
"Pahang is blessed with an abundance of natural attractions, from the ancient rainforests of Taman Negara and the beautiful beaches of Cherating to the rolling highlands of Cameron Highlands. May your time here inspire new ideas, foster meaningful collaborations and open doors to greater opportunities."
"The Islamic Tourism Centre (ITC) is pleased to welcome delegates to the 5th World Islamic Tourism Conference (WITC) 2026. WITC serves as a platform for policymakers, tourism authorities, industry leaders and international partners to exchange knowledge, share experiences and explore opportunities for collaboration."
"This year's theme, 'Faith and Family Beyond Borders' reflects an important dimension of the travel experience. For many travellers, tourism is not simply about reaching a destination, but also about spending time with those who matter most. Through WITC 2026, ITC hopes to encourage constructive dialogue, strengthen international partnerships and inspire practical approaches."