MELAKA, Malaysia – Global tourism leaders and policymakers convened in Melaka, Malaysia, from September 27 to 29 for the 7th World Tourism Conference, establishing a new agenda on “Sustainable Transformation” to address growing environmental and social pressures in the tourism industry.
The conference, held in tandem with the official World Tourism Day celebrations, brought together more than 700 delegates to tackle the challenges of overtourism, climate change and economic inequality facing the sector.
The event took place as the industry marked a strong post-pandemic recovery, with 1.4 billion international tourist arrivals recorded in 2024.
In his opening address, Malaysia’s Minister of Tourism, Arts and Culture, H.E. Dato Sri Tiong King Sing, set a tone of urgency, urging delegates to ensure the conference was not “merely ceremonial” and to “avoid producing statements that remain unresolved.”
Focus on ‘sustainable,’ ‘people-centered’ tourism
The theme of “Sustainable Transformation” was defined by speakers as a call for deep, structural changes to the industry, underscoring the vital importance of the sector as leaders, policymakers, industry experts and local communities to come together to shape a sustainable future for tourism.In his official message, United Nations Secretary-General António Guterres stated that while tourism is a “powerful driver of transformation,” it “must be sustainable to protect the very places and communities it celebrates,” highlighting the core issue discussed at the summit.
During the conference, host nation Malaysia announced several concrete policy actions. The government revealed its plan to join the UN Tourism International Network of Sustainable Tourism Observatories, with a pilot project in Mersing, Johor, to better monitor and manage tourism’s impacts.
Officials also highlighted national initiatives to develop digital nomad hubs and invest in Sustainable Aviation Fuel.
Event speakers underscored the pillars of sustainable transformation: empowering women, youth and marginalized groups through education; driving innovation by bridging the digital gap and supporting start-ups; uplifting micro and small enterprises to fuel local economies; and safeguarding cultural heritage as the heart of authentic travel.
Heritage-rich Melaka: a living example
Melaka’s selection as host of the World Tourism Conference positioned the Unesco World Heritage city as a “living laboratory” for sustainable tourism.
Inscribed in 2008 for its entire historic urban landscape, Melaka was presented as a case study in balancing heritage conservation with modern economic pressures and rising visitor flows.
Conference sessions and curated tours highlighted the city’s inclusive approach, from women’s empowerment and community-based initiatives to eco-friendly practices.
Delegates joined experiences such as the Sungai Linggi Eco Cruise and the Dutch & Heritage Trail, illustrating how cultural assets can fuel the visitor economy without compromising integrity.
Organizers noted that Melaka’s layered history—shaped by Malay, Chinese, Indian, Portuguese, Dutch and British influences—mirrors the global tourism industry’s dynamics of cultural exchange and power imbalances.
By convening in Melaka, UN Tourism and the Malaysian government underscored Melaka’s role as both model and metaphor for a more inclusive, resilient and culturally grounded tourism future.
Visit Malaysia 2026 launched
Another major highlight of the week was the official launch of the Visit Malaysia 2026 (VM2026), the nation’s tourism push, officiated by Prime Minister YAB Dato’ Sri Anwar Ibrahim.
The Prime Minister stressed that the campaign’s success would be measured not just by visitor numbers but by its contribution to “cultural vitality and shared prosperity.”
The principles discussed were also demonstrated through a series of public events. The Melaka Entrepreneurs’ Carnival 2025 provided a platform for over 60 local business owners, with business matching sessions projected to generate RM10 million in transactions
Other festivities included an International Kite Festival, a 3,000-strong traditional zapin dance and a special exhibition honoring Enrique de Malacca, the 16th-century Melakan sailor who was part of Ferdinand Magellan’s fleet.
The conference concluded with Malaysia officially handing over hosting duties for World Tourism Day 2026 to El Salvador.
The theme for the 2026 event was announced as the “Digital Agenda and Artificial Intelligence to Redesign Tourism,” signaling the future of the industry.