Malaysia is taking bold strides onto the world stage, forging powerful connections with countries as diverse as Zambia, South Africa, China, the Philippines, Thailand, Brunei, and the Maldives. Together, they’re shaping what promises to be a landmark event: the World Islamic Tourism & Trade Expo (WITEX 2025) and the World Cultural & Arts Festival (WCAF 2025). Far from being just another trade show, WITEX 2025 stands as a testament to how Islamic tourism and commerce are evolving into a truly global force, bringing cultures, industries, and innovations under one vibrant roof.
This year’s expo isn’t solely about showcasing destinations or selling travel packages—it’s about new partnerships, cutting-edge fintech, halal lifestyle innovations, and opportunities for investors who see the untapped potential of a market valued in the billions. As Malaysia leads the charge, WITEX 2025 is poised to become the meeting point for visionaries determined to make Islamic tourism not just a niche, but a global phenomenon.
A seismic shift is underway in the global tourism industry, led by Dato’ Seri Dr H Mohd Khalid Harun, chairman of World Islamic Tourism & Trade Expo (WITEX 2025) and the World Cultural & Arts Festival (WCAF 2025), and president of the Malaysia Tourism Agency Association. In an exclusive interview with TTW, Dato’ Seri Dr H Mohd Khalid Harun unveiled how World Islamic Tourism & Trade Expo (WITEX 2025) — formerly known as Asia Islamic Tourism Expo (AITEX) — is not merely evolving but expanding into new frontiers, reshaping how the world views Islamic tourism and trade.
From Asia to the World
The transformation of AITEX into World Islamic Tourism & Trade Expo (WITEX 2025) was not just a change of name, but a bold strategic pivot. As Dato’ Seri Dr H Mohd Khalid Harun recalls, the inspiration stemmed from a participant from Zambia who urged the organizers to open doors to global participation. “From then on, by consensus, we agreed to move from Asia Islamic to World Islamic. And the response has been overwhelming,” he shared, beaming with pride. In just a few years, the exhibition has grown exponentially. What began modestly with seven countries has ballooned to participation from over fifteen nations, with even more expected this year. “We projected at least a 10% increase annually, and we’re already there. We’re almost 90% sold out of exhibition space for World Islamic Tourism & Trade Expo (WITEX 2025),” Dato’ Seri Dr H Mohd Khalid Harun revealed.
An Expanding Universe of Exhibitors
Dato’ Jeffri Sulaiman, Project CEO of WITEX and WCAF 2025, elaborated that while the physical exhibition space remains similar in size, the diversity and sectors represented have broadened. World Islamic Tourism & Trade Expo (WITEX 2025) will shine a spotlight on travel technology, fintech solutions, and a special segment focused on Muslim travel tech. Innovative players like Umbra and Nusuk will showcase cutting-edge solutions tailored to Muslim travelers’ unique requirements. The fintech sector’s presence is equally significant. “Fintech is linked closely with travel because we need money to travel,” Dato’ Jeffri Sulaiman explained. Attendees can expect to see solutions ranging from e-wallet systems to cross-border remittances that bypass traditional banks, empowering seamless financial transactions from mobile devices.
Cultural Tapestry on Display
Beyond business, World Islamic Tourism & Trade Expo (WITEX 2025) embraces culture and art as inseparable from tourism. The World Culture and Art Festival will run concurrently, treating visitors to live shows, traditional cuisines, and cultural demonstrations. “Culture and art cannot be separated from tourism,” Dato’ Jeffri Sulaiman emphasized. Countries joining World Islamic Tourism & Trade Expo (WITEX 2025) for the first time include South Africa, China, and Sumatra, with strong visitor interest expected from the Philippines, Thailand, Brunei, Indonesia, India, Sri Lanka, and the Maldives. Organizers anticipate over 30,000 visitors across the three-day event, including a significant number of trade buyers.
Sharia-Compliant Tourism: The New Frontier
Perhaps the most transformative force behind World Islamic Tourism & Trade Expo (WITEX 2025) growth is the global surge of interest in Sharia-compliant tourism. Even non-Muslim-majority countries like China and Vietnam are exploring how to cater to Muslim travelers’ unique needs. “They’re venturing into Muslim travel not for spiritual packages, but for leisure tourism that still meets Muslim needs,” Jeffry said. Dr Khalid concurred, pointing out that Islamic tourism today is far more than halal food or prayer facilities. It intersects deeply with finance, hospitality, health tourism, wellness, insurance, and trade. “When you say travel, you connect with money. When you say money, you connect with finance, banking, digital currency, and e-wallets,” he explained. This has led to partnerships with insurance firms, banks, and major hotel chains seeking to tap into the lucrative Muslim travel segment.
A Hub for Innovation and Opportunity
Dato’ Seri Dr H Mohd Khalid Harun highlighted the participation of new sectors such as Islamic cruise tourism. “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,” he revealed. Such initiatives reflect how deeply World Islamic Tourism & Trade Expo (WITEX 2025) has become a hub for innovation in the Islamic tourism industry. Notably, the event also serves as a bridge between education and industry. World Islamic Tourism & Trade Expo (WITEX 2025) actively collaborates with universities, offering tourism students hands-on exposure in managing international exhibitions, thereby nurturing the next generation of tourism professionals.
Political Backing Boosts Confidence
A crucial breakthrough this year has been securing the support of Malaysia’s Minister of Tourism. “The first two years, we didn’t get his support. But this year, first thing in the morning, he gave us his blessing. It makes a big difference when you can promote your event as ministry-supported,” Dr Khalid stated. Even Malaysia’s Prime Minister is scheduled to officiate the World Islamic Tourism & Trade Expo (WITEX 2025) event — a significant boost likely to draw more exhibitors, investors, and visitors.
The Future Beckons
As World Islamic Tourism & Trade Expo (WITEX 2025) approaches, there’s an undeniable sense of momentum. Dato’ Seri Dr H Mohd Khalid Harun summarized it best: “This is something no other Islamic country is doing. What we’re doing now is very niche but with huge potential.” Indeed, World Islamic Tourism & Trade Expo (WITEX 2025) is not merely an expo; it’s fast becoming a cornerstone of a global movement. From fintech solutions enabling seamless cross-border payments to a thriving halal cruise industry, to culinary diplomacy through Arab cuisine in far-flung corners of Asia — Islamic tourism is charting new territories. And at the helm stands Dato’ Seri Dr Khalid Harun, determined to ensure the world is ready to embrace it.
Malaysia is set to become the epicenter of Islamic tourism innovation as the World Islamic Tourism & Trade Expo (WITEX 2025) takes place from 22 to 25 August 2025 at the Sunway Resort Hotel. The event promises to spotlight groundbreaking advancements in travel technology and fintech, poised to redefine the rapidly growing global Muslim travel market. At the core of WITEX 2025 is a commitment to transforming how Muslims explore the world. The expo will unveil 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 tools aim to elevate travel experiences while ensuring convenience and adherence to Islamic values.
