Malaysia should aim beyond being recognised as the world’s leading Muslim-friendly destination and position itself as a global hub for the Muslim travel economy, Deputy Prime Minister Datuk Seri Dr Ahmad Zahid Hamidi said.
He said the country needed to develop a wider ecosystem linking tourism with halal innovation, trade, technology and local businesses, while creating more opportunities for entrepreneurs, small businesses and communities.
According to Ahmad Zahid, tourism should be viewed as more than an industry centred on hotel stays, as every traveller generates demand across various sectors, including transportation, food, retail, entertainment, digital services, local products and cultural experiences.
“A traveller contributes far more than a hotel booking. Every journey creates demand for transport, food, retail, entertainment, digital services, local products and cultural experiences. Tourism should therefore be viewed as an economic multiplier,” he said in his keynote address at the Ministers and Chief Executive Officers Summit.
The summit was held in conjunction with the World Islamic Tourism & Trade Expo (WITEX) 2026 at the World Trade Centre Kuala Lumpur (WTCKL) today. Malaysia Tourism Agency Association (MATA) president and WITEX 2026 organising chairman Datuk Seri Dr Mohd Khalid Harun was also present.
Ahmad Zahid said the global Muslim travel market recorded 196 million international Muslim arrivals in 2025 and is projected to reach 262 million by 2030, with travel expenditure expected to hit US$310 billion.
He noted that Muslim travellers’ expectations have also evolved, with their interests extending beyond halal food, prayer facilities and Muslim-friendly accommodation to include business, wellness, culture, nature and adventure.
To remain competitive, Malaysia must embrace emerging technologies, strengthen talent development through Technical and Vocational Education and Training (TVET), and further enhance halal and Muslim-friendly standards, he added.
Speaking to reporters later, Ahmad Zahid said Malaysia should diversify its Islamic tourism offerings and make them available throughout the year instead of focusing only on major religious occasions such as Aidilfitri, Aidiladha and Ramadan.
“Malaysia has great potential in Islamic tourism, not only during specific events or occasions such as Aidiladha, Aidilfitri or Ramadan, but throughout the year, when we can offer various Islamic tourism packages,” he said.
He also highlighted the potential of attracting more tourists from West Asia, particularly as developments in the region have encouraged many travellers to look towards Southeast Asia. Platforms such as WITEX, he said, could play an important role in promoting Malaysia as a preferred destination.
The fourth edition of WITEX 2026, organised by MATA, is being held from Aug 21 to 23, bringing together industry players involved in Islamic tourism, halal trade, investment, innovation and culture.
