KUALA LUMPUR, Aug 23 — 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 Ahmad Zahid Hamidi said.
He said 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.
“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.
He said this in his keynote address at the Ministers and Chief Executive Officers Summit held in conjunction with the World Islamic Tourism & Trade Expo (WITEX) 2026 at the World Trade Centre Kuala Lumpur (WTCKL) today.
Also present was Malaysia Tourism Agency Association (MATA) president and WITEX 2026 organising chairman Datuk Seri Dr Mohd Khalid Harun.
Ahmad Zahid said 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 said 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 added 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 afterwards, Ahmad Zahid said Malaysia needed to diversify its Islamic tourism products and offer them throughout the year to meet the changing preferences of Muslim tourists.
“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.
On tourists from West Asia, he said developments in the region had prompted many of them to choose Southeast Asia; hence, efforts should be intensified to attract more of these tourists to Malaysia through platforms such as WITEX.
The fourth edition of WITEX 2026, organised by MATA, is being held from Aug 21 to 23, bringing together industry players in Islamic tourism, halal trade, investment, innovation and culture. — Bernama
Date: 23 August, 2026 5:08 pm
Source: Malay Mail
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