"The Muslim friendly tourism and hospitality eco-system will be the next big thing in global tourism." Muslim tourism is forecast to be valued at USD225 billion worldwide by 2030, with ASEAN and Asia Pacific at the centre of future growth. To discuss the challenges and opportunities up ahead for the travel industry, Gary and Hannah welcome Nizran Noordin, Director General of the Islamic Tourism Centre, which is based in Malaysia. We discuss the efforts being made to support and promote the Muslim visitor economy in South East Asian nations such as Indonesia, Malaysia, Cambodia and the Philippines, plus regional markets like China, Russia, Uzbekistan, South Korea, Hong Kong and Macau. We also address the challenges of developing standardised Muslim tourism branding, marketing and communications. Plus, Nizran outlines Malaysia's strategy to become a regional hub for Umrah pilgrims, and highlights some of the key themes at the upcoming 4th World Islamic Tourism Conference, which takes place in Kuala Lumpur in September.