WITEX 2025: Malaysia’s Bold Bet on the Future of Islamic Tourism

Malaysia is set to become the epicenter of Islamic tourism innovation as World Islamic Tourism & Trade Expo (WITEX 2025) takes place from 22 to 25 August 2025 at the Sunway Resort Hotel.

Its Chairman, Datuk Seri Dr H Mohd Khalid Harun said, although the initiative is a specialized take on the industry, it represents an opportunity for the exhibition to become a cornerstone in the global movement.

“This is something no other Islamic country is doing. What we’re doing now is very niche but with huge potential,” he said as quoted by Travel And Tour World (TTW) 

Through WITEX 2025, Malaysia is boldly stepping onto the world stage and making powerful connections with countries as diverse as Zambia, South Africa, China, Philippines, Thailand, Brunei and Maldives.

Their collaborations, the chairman who is also the President of Malaysia Tourism Agency Association (MATA) said, will shape WITEX 2025 and The World Culture and Art Festival (WCAF) into what promises to be a landmark event. 

During the expo, visitors can discover fintech solutions which enables cross-border payments, culinary diplomacy through Arab cuisine in far-flung corners of Asia and even the thriving halal cruise industry.

Chairman of WITEX 2025, Datuk Seri Dr H Mohd Khalid Harun is also the President of Malaysia Tourism Agency Association (MATA) who organized the international exhibition. (credit photo: AITEX Facebook)

For record, WITEX 2025 is the first exhibition of its kind globally where it is not just an expo which allows Islamic tourism to chart new territories.

“Now, even cruises are offering halal meals onboard. 

“There’s even one special ship fully operated under Islamic principles, and it’s fully booked all the time,” said.

Unveiling in the expo is also the next-generation solutions ranging from AI-powered crowd management and smart visa processing to real-time customer tracking, immersive virtual reality experiences, and seamless mobile apps for spiritual guidance and itinerary planning.

These groundbreaking advancements in travel technology will redefine the rapidly growing global Muslim travel market and elevate travel experiences while ensuring convenience as well as adherence to Islamic values.

Dr Khalid said, this reflects how WITEX 2025 becomes a hub for innovation in the Islamic tourism industry, now also serving as a bridge between the industry and education.

He stated that the expo actively collaborates with universities to offer tourism students hands-on experiences in managing international exhibitions, nurturing the next generation of professionals.

CEO of WITEX 2025 and WCAF 2025, Datuk Jeffri Sulaiman with Managing Editor of Kinihalal, Rusyilda Ismail during the expo’s pre-launched ceremony.

Apart from business, WITEX 2025 will also include culture and art through WCAF 2025 as both elements are essential keys to successful tourism. 

Its Chief Executive Officer (CEO), Datuk Jeffri Sulaiman informed that the event will run concurrently by treating visitors to live shows, traditional cuisines, and cultural demonstrations. 

“Culture and art cannot be separated from tourism,” he emphasized in a statement. 

A more colourful blend and clash of culture is expected in this year’s exhibition as more countries join for the first time such as South Africa, China, and Sumatra, while strong visitor interest is expected from Philippines, Thailand, Brunei, Indonesia, India, Sri Lanka, and Maldives. 

MATA anticipated over 30,000 visitors including a significant number of trade buyers across the three-day event resulting from the surge of countries coming in.

Jeffri Sulaiman added that the interest in WITEX 2025 from participating countries may also stem from global attention at Sharia-compliant tourism where nations are currently exploring ways to cater to the unique needs of Muslim travelers.

International booths are expected to increase in conjunction with more countries joining in the expo this year. (photo credit: Jom Jelajah Benua Vacations Sdn Bhd)

“They’re venturing into Muslim travel not for spiritual packages, but for leisure tourism that still meets Muslim needs,” he said.

This is concurred by Dr Khalid, who pointed out that Islamic tourism today is more than just halal food or prayer facilities when it is actually deeply intersected within finance, hospitality, health tourism, wellness, insurance, and trade. 

“When you say travel, you connect it with money. When you say money, you connect with finance, banking, digital currency, and e-wallets,”  he explained. 

This led to partnerships with insurance firms, banks, and major hotel chains seeking to tap into the lucrative Muslim travel segment, added Dr Khalid.

“We projected at least a 10 percent increase annually, and we’re already there. We’re also almost 90 percent sold out of exhibition space for WITEX 2025,” Dr Khalid revealed.

Throughout the event, Kinihalal will be one of its key media partners, highlighting more initiatives and activities for WITEX 2025 in promoting Islamic tourism and values on the global stage.