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World Tourism Conference Malaysia 2025

28 September, 2025
Melaka, Malaysia + Face-to-face
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In the wake of the global recovery from the COVID-19 pandemic, UN Tourism’s call to “Rethink Tourism – From Crisis to Transformation” set the stage for a fundamental paradigm shift. As of 2024, international tourism rebounded impressively with 1.4 billion arrivals globally—an increase of 115% from 2023. The Asia-Pacific region saw strong momentum, reaching 87% of pre-pandemic numbers.

This global resurgence has paved the way for a renewed vision: a tourism sector that leads in sustainable, inclusive, and resilient transformation. This is reflected in the 2025 World Tourism Day theme, “Tourism and Sustainable Transformation”, a timely and necessary call to reimagine tourism not only as a growth engine but also as a platform for equitable development, cultural and heritage preservation, protection of flora and fauna, environmental integrity and community resilience.

Technical note

Sunday, 28 September 2025 | World Tourism Conference

(Venue: Level 13, Grand Ballroom DoubleTree by Hilton, Melaka)

09:00 – 09:15

Opening Remarks:

  • H.E. Datuk Seri Utama Ab Rauf bin Yusoh, Chief Minister of Melaka
09:15 – 09:30 

SESSION 1: EMPOWERING ECONOMIES THROUGH INCLUSIVE TOURISM
Special Speech by the Guest of Honour:

  • Harnessing Tourism for Inclusive Growth and National Economic Resilience
09:30 – 10:00

Keynote Address 1:

  • Regenerating Tourism Destinations Through a Holistic Approach, Systemic Collaboration and Innovative Business Models
10:00 – 10:15Coffee Break 
10:15 – 11:00Panel Discussion 1
11:00 – 11:30

SESSION 2: FROM POLICY TO PRACTICE: SCALING SUSTAINABLE TOURISM
Keynote Address 2

  • Harnessing the Role of Tourism in Strengthening Sustainable Transformation: A Global Policy Perspective
11:30 – 12:30Panel Discussion 2
12:30 – 14:30Lunch / Break
15:00 – 15:30

SESSION 3: TOURISM IN THE AGE OF ARTIFICIAL INTELLIGENCE AND INNOVATION
Keynote Address 3

  • Navigating the Future of Tourism in the Age of Artificial Intelligence and Uncertainties
15:30 – 15:45Coffee Break
15:45 – 16:45Panel Discussion 3
16:45 – 17:00

Closing Ceremony

  • Closing Remarks, Malaysia
  • Closing Remarks, UN Tourism 
     
20:00 – 22:00Hosted Dinner (TBC)*

* (by invitation only)

Monday, 29 September 2025 | Technical Programme/Other Arrangement

09:00 – 10:00

ASEAN Tourism Minister’s Summit (session I)*

Venue: Level 13, Grand Ballroom DoubleTree by Hilton, Melaka)

  • Roundtable Discussion
     
10:00 – 10:30Coffee Break
10:30 – 12:00

ASEAN Tourism Minister’s Summit (session II)*

  • Ministerial Dialogue

Technical Tour Arrangement | Monday, 29 September 2025

 Option 1: Eco Cruise Melaka, Sungai Linggi
08:00

Assemble (registered international participants only)

  • Ground Floor DoubleTree by Hilton, Melaka
11:30 – 12:30Depart to Sungai Linggi, Melaka
 Option 2: Dutch & Heritage Trail
14:30

Assemble (registered international participants only)

  • Ground Floor DoubleTree by Hilton, Melaka
15:00 – 19:00Depart to Jonker/ Bandar Hilir
 Ministers’ Tour: Rasa-rasa Melaka - Culinary & Heritage Food Experience
15:00

Assemble (Ministers only)

  • Ground Floor DoubleTree by Hilton, Melaka
15:15Depart to Donald & Lily’s Kitchen @The Bendahari

* (by invitation only)