WITC Mart 2026 Opens In Kuantan With 123 Booths, Showcasing Muslim-Friendly And Family Tourism Offerings
Kuantan, Pahang, 7 November 2026: The 5th World Islamic Tourism Conference (WITC) Mart 2026 officially opened today, bringing together 123 exhibition booths across four halls to showcase a diverse range of tourism products, services and experiences, while creating new business opportunities for industry players and local entrepreneurs.
The launch was officiated by YB Puan Leong Yu Man, Chairperson of the Pahang State Committee for Unity, Tourism and Culture, on behalf of YAB Dato’ Sri Diraja Haji Wan Rosdy Wan Ismail, Menteri Besar of Pahang. The three-day marketplace runs from 6 to 8 November 2026 at the Sultan Ahmad Shah International Convention Centre (SASICC), Kuantan, Pahang.
Organised by the Islamic Tourism Centre (ITC), an agency under the Ministry of Tourism, Arts and Culture Malaysia (MOTAC), WITC Mart is being introduced as an integral component of the wider WITC programme for the first time, extending the conference’s industry discussions into a practical marketplace connecting businesses, trade buyers and consumers.
The exhibition features a broad selection of offerings, including holiday and Umrah packages, hotels and resorts, halal products, handicrafts, modest wear, spa and wellness services, tourist attractions and theme park promotions.
In the officiating address delivered on behalf of the Menteri Besar, Wan Rosdy emphasised the importance of ensuring that tourism growth translates into tangible benefits for local businesses and communities, particularly micro, small and medium enterprises (MSMEs).
“Tourism success should not be measured by visitor numbers alone. What matters most is how this growth benefits our people,” he said.
He added that platforms such as WITC Mart provide local businesses with opportunities to engage directly with buyers and industry players, gain experience, improve their products and explore new markets, while supporting entrepreneurship, job creation and the preservation of local heritage and culture.
Pahang recorded 15.27 million tourist arrivals in 2025, generating an estimated RM13.72 billion in tourism spending, exceeding the State Government’s initial target of 14 million visitors. The state also recorded an average hotel occupancy rate of 76.3 per cent, the highest in Malaysia for three consecutive years.
The achievements reflect the contributions of government agencies, tourism industry players, business owners and local communities, while underscoring the importance of ensuring that tourism development creates wider economic opportunities for the people of Pahang.
The marketplace brings together key tourism organisations, including Tourism Pahang, Tourism Malaysia (Wilayah Timur) and Tourism Terengganu, alongside industry associations representing the accommodation, travel, wellness, theme park and halal product sectors.
International exhibitors from Indonesia, Hungary and Türkiye further strengthen the marketplace’s international dimension, creating opportunities for engagement and potential business collaborations.
Meanwhile, Mahathir Amin, Director of the Industry Development Division, Islamic Tourism Centre (ITC), said the introduction of WITC Mart marked an important step in translating industry discussions into practical business opportunities.
“This initiative reflects our intention to take the conversations and connections established through WITC beyond the conference room and into the marketplace,” he said.
He added that the marketplace was designed to provide businesses, particularly MSMEs, with greater market access, enabling them to showcase their products and services, connect with potential buyers and establish business relationships that could extend beyond the event.
The marketplace also reflects the growing opportunities within the Muslim-Friendly Tourism and Hospitality (MFTH) sector, as travellers increasingly seek destinations offering halal food, prayer facilities, suitable accommodation and family-friendly activities.
These offerings, alongside quality services and welcoming hospitality, contribute to a more inclusive tourism experience that benefits visitors regardless of their religion, culture or country of origin.
Beyond the exhibition booths, WITC Mart 2026 features more than 15 live stage events and activities throughout its three-day programme, offering visitors opportunities to discover tourism products, experience cultural showcases and engage with industry participants.
Among the highlights on 6 November are the soft launch of Visit Truly Terengganu 2027 and a traditional Malaysian massage demonstration by the Association of Malaysia Spas (AMSPA).
The programme continues on 7 November with product showcases and industry engagement activities, including Tourism Malaysia quizzes and a screening of Labuan Pearl of Borneo, before concluding on 8 November with international and Muslim-friendly travel showcases featuring Visit Hungary and domestic Muslim-friendly travel packages.
Visitors can also explore exclusive event-only promotions and travel deals covering accommodation, travel packages and other tourism-related products and services.
These include special offers by participating exhibitors, such as accommodation incentives from Hotel Desaru Penawar, promotional rebates by Iqra International Centre of Excellence (IICOE) and exclusive gifts from Rayhar Travels.
A WITC Mart Fun Run will also form part of the programme, adding a community-oriented element to the marketplace and complementing the wider family tourism experience.
WITC Mart reflects ITC’s efforts to strengthen the MFTH ecosystem by connecting industry stakeholders with consumers while creating greater visibility and market access for Malaysian tourism businesses.
By bringing together tourism organisations, industry associations, businesses and international participants, the marketplace aims to encourage meaningful engagements, strengthen industry networks and open new opportunities for collaboration across the tourism value chain.
Held under the theme “Faith and Family Beyond Borders”, WITC 2026 runs from 4 to 8 November in Kuantan, Pahang, bringing together more than 150 international participants from over 35 countries.
WITC Mart 2026 is open to the public with free admission from 6 to 8 November 2026 at the Sultan Ahmad Shah International Convention Centre (SASICC), Kuantan.
For more information, visit https://www.witc.gov.my/
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