Tourism remains one of the world’s fastest-growing sectors, driving economic growth, cultural exchange, and sustainable development across nations.
In this spirit, the historic city of Melaka has been selected to host the World Tourism Day (WTD) and the World Tourism Conference (WTC) 2025, taking place from 27 to 29 September 2025 at the DoubleTree by Hilton, Melaka.
With the theme “Tourism & Sustainable Transformation”, the event is jointly organised by the United Nations World Tourism Organisation (UNWTO), the Ministry of Tourism, Arts and Culture Malaysia (MOTAC), and the Melaka State Government.
Melaka’s selection underscores the city’s global recognition as a premier tourism destination. Renowned as a UNESCO World Heritage Site, Melaka blends history, heritage, and modern innovation, making it a fitting stage to highlight sustainable practices in tourism.
The Theme: “Tourism & Sustainable Transformation”
Centred on today’s pressing challenges, the theme stresses tourism’s pivotal role in advancing the United Nations’ 2030 Sustainable Development Goals (SDGs). By promoting innovation, inclusivity, and transformation, the event highlights how the sector can drive meaningful global change.
World Tourism Day and Conference – A Global Platform
Since its establishment in 1980, World Tourism Day has been observed annually to build awareness of tourism’s role in economic, social, and cultural growth. Complementing this, the World Tourism Conference serves as a forum for leaders, policymakers, and industry experts to share insights, exchange best practices, and explore solutions to the industry’s most pressing issues.
Benefits for Malaysia and the World
The conference is expected to gather over 1,000 participants, including international tourism leaders, government officials, academics, and media representatives. Beyond offering opportunities for dialogue, the event will enable Malaysia, particularly Melaka, to present its tourism innovations and cultural heritage to a global audience.
THREE DAYS OF INSIGHTS AND COLLABORATIONS
Highlights Day 01: 27 September 2025
World Tourism Day: Tourism and Sustainable Transformation
Welcome Remarks:
- H.E. Dato’ Sri Tiong King Sing, Minister of Tourism, Arts and Culture, Malaysia
Opening Remarks:
- Zurab Pololikashvili, Secretary-General, UN Tourism
Officiating Remarks:
- H.E. Dato’ Seri Anwar bin Ibrahim, Prime Minister of Malaysia
Highlights Day 02: 28 September 2025
World Tourism Conference
World Tourism Day: Tourism and Sustainable Transformation
Opening Remarks: H.E. Datuk Seri Utama Ab Rauf bin Yusoh, Chief Minister of Melaka
Session 1: Empowering Economies Through Inclusive Tourism
- Harnessing Tourism for Inclusive Growth and National Economic Resilience
- Regenerating Tourism Destinations Through a Holistic Approach, Systemic Collaboration, and Innovative Business Models
Session 2: From Policy to Practice – Scaling Sustainable Tourism
- Harnessing the Role of Tourism in Strengthening Sustainable Transformation: A Global Policy Perspective
Session 3: Tourism in the Age of Artificial Intelligence and Innovation
- Navigating the Future of Tourism in the Age of Artificial Intelligence and Uncertainties
Highlights Day 03: 29 September 2025
- ASEAN Tourism Ministers’ Summit: Roundtable Discussion and Ministerial Dialogues
- Technical & Cultural Tours: Bukit Batu Lebah, Nyalas; Jonker Street / Bandar Hilir
