On 8 May 2025, the Islamic Tourism Centre (ITC) participated in the National Hospitality Transformation Conference Central Region, organised by the Malaysia Budget and Business Hotel Association (MyBHA) at Menara MATRADE.
Representing ITC, Director of Research and Training Nur Alyssa Coraline Yussin delivered a presentation titled “The Muslim Tourist Market: Potential and Opportunities.” She outlined three driving forces behind the market’s growth: rising demand, digital connectivity and community impact.
She also highlighted two key solutions: capacity building and strategic certification. She concluded by positioning ITC as a strategic partner for industry players aiming to engage the growing Muslim tourist market.
