Kuala lumpur: Malaysia must move beyond being the world's leading Muslim-friendly destination and become a global hub for the Muslim travel economy, Deputy Prime Minister Datuk Seri Dr Ahmad Zahid Hamidi said. He stated that the country should build an ecosystem that connects tourism with halal innovation, trade, technology, and local enterprises, while creating opportunities for entrepreneurs, small businesses, and communities.
According to BERNAMA News Agency, Ahmad Zahid emphasized that a traveller contributes far more than just a hotel booking, noting that every journey creates demand for transport, food, retail, entertainment, digital services, local products, and cultural experiences. He conveyed these insights during his keynote address at the Ministers and Chief Executive Officers Summit held in conjunction with the World Islamic Tourism and Trade Expo (WITEX) 2026 at the World Trade Centre Kuala Lumpur (WTCKL). Also present was Malaysia Tourism Agency Association (MATA) president and WITEX 2026 organising chairman Datuk Seri Dr Mohd Khalid Harun.
Ahmad Zahid highlighted that international Muslim arrivals reached 196 million in 2025 and are projected to rise to 262 million by 2030, with travel expenditure estimated at USD310 billion. He noted that Muslim travellers now expect more than halal food, prayer facilities, and suitable accommodation, as they also travel for business, wellness, culture, nature, and adventure.
He further mentioned that Malaysia must adopt new technologies, develop talent through Technical and Vocational Education and Training (TVET), and strengthen halal and Muslim-friendly standards to remain competitive in the global Muslim travel market. Speaking to reporters, Ahmad Zahid emphasized the need for Malaysia to diversify its Islamic tourism products and offer them throughout the year to meet the changing preferences of Muslim tourists.
He remarked that Malaysia has great potential in Islamic tourism not only during specific events or occasions such as Aidiladha, Aidilfitri, or Ramadan, but throughout the year, by offering various Islamic tourism packages. Regarding tourists from West Asia, he noted that developments in the region had prompted many to choose Southeast Asia, and efforts should be intensified to attract more of these tourists to Malaysia through platforms like WITEX.
The fourth edition of WITEX 2026, organized by MATA, is being held from Aug 21 to 23, bringing together industry players in Islamic tourism, halal trade, investment, innovation, and culture.