BERLIN, 5 March 2024 –The Ministry of Tourism, Arts and Culture Malaysia through its agency Tourism Malaysia is participating once again in the world’s leading travel trade show, Internationale Tourismus-Borse (ITB) Berlin, taking place today until Thursday, 7th March 2024. Malaysia’s presence at ITB 2024 marks the country’s 51st year of participation in the event, a testament to its continued commitment towards the German and European markets.
This year’s Malaysian delegation to ITB Berlin is led by the Deputy Secretary General (Tourism) Dr. Yasmeen Yasim who is accompanied by Mr. Iskandar Mirza Mohd Yusof, Senior Director of International Promotions Division (America, Europe & Oceania), Tourism Malaysia. A total of 61 participants representing 38 organisations make up the delegation,
comprising seven (7) state tourism boards, 15 tour operators, 14 hotels and resorts, and one (1) tourism-related service.
The Malaysia Pavilion with 504 square metres of space, (Hall 26a Booth No. 117) was officially opened today by the Malaysian Ambassador to Germany H.E. Datin Paduka Dr. Adina Kamarudin. It is set to showcase the best of travel products, destinations, and services in Malaysia, as well as a special wau-making demonstration, a timeless artistry of Malaysian culture.
As in previous years, the event serves as a platform for participants to network and explore collaborative opportunities with industry players of the German and European markets, while allowing Malaysia to strengthen its global presence and broadcast the upcoming Visit Malaysia Year set to take place in 2026.
Four new niche packages namely Pulau Pinang & Kedah Archaeotourism & Geotourism Packages, Perlis Eco Tourism Packages, Dive into the Unimaginable Packages & Sarawak Delta Geopark & Gawai Packages by Tourism Malaysia were introduced at the three-day event, offering travellers with immersive experiences that align with Malaysia’s sustainability objectives.
Malaysia recorded a total of 20.1 million international tourist arrivals and RM71.3 billion in tourist receipts in 2023, surpassing its initial target of 16.1 million arrivals. This year, Malaysia aims to woo 27.3 million arrivals with RM102.7 billion in tourism revenue.
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