World Tourism Conference in Melaka Charts Path to Sustainable Future

Melaka, Malaysia – last September 27 to 29, the historic city of Melaka became the epicenter of global tourism dialogue as it hosted the 7th World Tourism Conference. Coinciding with World Tourism Day celebrations, the event gathered over 700 delegates to forge a bold new agenda: “Sustainable Transformation” for the tourism industry.

Tackling Tourism’s Toughest Challenges

With the sector rebounding strongly—1.4 billion international arrivals recorded in 2024—the conference addressed pressing concerns such as over tourism, climate change, and economic inequality. Malaysia’s Minister of Tourism, Arts and Culture, H.E. Dato Sri Tiong King Sing, opened the summit with a call for action, urging participants to move beyond ceremonial gestures and commit to real change.

A People-Centered Vision for Tourism

The theme of sustainable transformation emphasized inclusive growth, innovation, and cultural preservation. UN Secretary-General António Guterres reinforced this vision, stating that tourism must protect the communities and environments it celebrates.

Malaysia unveiled several initiatives:

• Joining the UN Tourism Network of Sustainable Tourism Observatories, starting with a pilot in Mersing, Johor.

• Developing digital nomad hubs.

• Investing in Sustainable Aviation Fuel.

Speakers highlighted key pillars:

• Empowering women, youth, and marginalized groups.

• Supporting start-ups and micro-enterprises.

• Bridging the digital divide.

• Preserving cultural heritage as the soul of authentic travel.

Melaka: A Living Laboratory

As a UNESCO World Heritage Site, Melaka showcased its unique blend of heritage and modernity. Delegates explored eco-cruises and cultural trails, witnessing firsthand how tourism can thrive without compromising integrity. The city’s multicultural legacy—Malay, Chinese, Indian, Portuguese, Dutch, and British—served as a metaphor for global tourism’s complex dynamics.

Launch of Visit Malaysia 2026

Prime Minister YAB Dato' Sri Anwar Ibrahim officially launched Visit Malaysia 2026 (VM2026), emphasizing that success will be measured by cultural vitality and shared prosperity, not just tourist numbers.

Public events brought the vision to life:

• Melaka Entrepreneurs' Carnival 2025: RM10 million in projected transactions.

• International Kite Festival and a 3,000-strong zapin dance.

• Exhibition honoring Enrique de Malacca, a 16th-century sailor in Magellan’s fleet.

Looking Ahead: El Salvador 2026

Malaysia handed over the baton for World Tourism Day 2026 to El Salvador, where the theme will be “Digital Agenda and Artificial Intelligence to Redesign Tourism”, signaling a tech-driven future for the industry.