CJMY
Tourism Malaysia participates in the Internationale Tourismus-Borse (ITB) Berlin, the world’s leading travel trade show. The three-day event, which started on Tuesday, has 125 countries from around the world taking part.
Tourism Malaysia’s pavilion comprises seven state tourism boards, 15 tour operators, 15 hotels and resorts, and three tourism-related services, with 68 participants representing 40 organisations. Minister of Tourism, Arts and Culture of Malaysia, Dato Sri Tiong King Sing, led the Malaysian delegation.
Tiong King Sing said that ITB remains one of the best platforms for Malaysian tourism players to share the latest information on Malaysia’s products and new tourist attractions with German and European outbound agents and airlines. He emphasised Malaysia’s unique ecotourism destinations and community-based tourism to be highly interesting to the European market.
Tourism Malaysia launched its new campaign, “Soul of Malaysia”, with ITB Berlin 2023, along with three brochures, Malaysia Travel Guide, Nature & Adventure, and Island & Beaches in German.
Four state tourism boards also launched their new products and campaign: Gombak Hulu Langat Geopark by Tourism Selangor, Langkawi Green Geopark Package by Langkawi Development Authority (LADA), Sabah Tourism Board’s new destination branding, Feel Sabah, and Visit Melaka Year 2024 by Melaka Tourism.
Since fully reopening its international borders, Malaysia has recorded 10.07 million tourist arrivals and MYR 28.2 billion ($6.7bn) in tourist receipts in 2022, surpassing its initial target of 9.2 million international tourist arrivals.
In 2023, Malaysia is targeting to welcome 16.1 million international tourist arrivals and generate MYR 49.2 billion ($11.6bn) in tourist receipts. In December 2022, Malaysia recorded 10,764 German tourist arrivals, a significant growth of 31.3% compared to 8,197 arrivals in December 2019.
With enhanced air connectivity and promotional efforts in 2023, Tourism Malaysia is optimistic about witnessing exponential growth in the German market. The Malaysian delegation will promote the country’s unique ecotourism destinations and community-based tourism during the ITB Berlin 2023.
ITB Berlin is the world’s largest travel trade show and a leading platform for the global tourism industry. The annual event attracts tourism professionals worldwide, including travel agents, tour operators, hoteliers, and destination management organisations. It offers a unique opportunity for participants to network, conduct business meetings, and showcase their latest products and services.
The trade show started in 1966 and has since become a significant event in the global tourism industry. It is held annually in Berlin, Germany, and attracts exhibitors and visitors from over 180 countries.
Messe Berlin, a leading trade fair company, organises ITB. It hosts other major events, such as the Berlin International Green Week and the Berlin International Film Festival.
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