The ASEAN Spa, Wellness, and Care Convention (ASWC) 2025 opened its doors at the World Trade Centre Kuala Lumpur, bringing together regional and international players in the rapidly growing wellness industry.
With the theme of rethinking and reshaping wellness in Southeast Asia, this year’s convention carries a strong focus on halal and Muslim-friendly wellness services, reflecting Malaysia’s commitment to positioning itself as a global hub for Islamic lifestyle tourism.
In her opening remarks, Organising Chairman Neda Alip Kadir emphasised the importance of aligning the industry with the needs of Muslim consumers. She highlighted that the convention is proud to spotlight Muslim-friendly and halal-certified spa and wellness models, underlining the rising demand for services that respect faith and culture while promoting holistic well-being.
The three-day convention features exhibitions, forums, and business networking platforms. Among its highlights are the Women’s Health Pavilion, the Spaveda Spa and Wellness Zone, and the Talent Hub career fair, alongside the prestigious Association of Malaysian Spas (AMSPA) Spa Awards. Sustainability also takes centre stage, with innovative business solutions showcased at the Wellness Living feature.
The Ministry of Tourism, Arts and Culture (MOTAC), together with the Islamic Tourism Centre (ITC), expressed strong support for the initiative. Deputy Secretary General Chua Choon Hwa highlighted Malaysia’s strength in merging cultural heritage with wellness, citing the introduction of Urutan Malaysia as a distinctive national wellness product.
This traditional massage combines Malay, Chinese, Indian and indigenous practices, and is steadily gaining recognition as an authentic Malaysian offering in the international wellness market.
The global health and wellness industry, valued at US$109 trillion in 2024, continues to grow rapidly, with halal-certified products and services playing an increasingly important role. Malaysia’s wellness industry itself reached US$11.42 billion in 2024 and is projected to nearly double by 2033, creating vast opportunities for local businesses and communities.
With Visit Malaysia 2026 on the horizon, halal wellness is set to be a key driver in attracting travellers seeking meaningful and faith-compliant experiences. By combining modern innovation with Islamic values, Malaysia is well-positioned to strengthen its role as a leader in both wellness and halal tourism.
ASWC 2025 is not only a platform for business but also a celebration of healing, dignity, and care, which are values deeply rooted in both wellness traditions and Islamic principles.
