Tourism Malaysia targets Russian market at MITT 2024

Tourism Malaysia is amplifying its presence in the Russian market with its 14th consecutive participation at the International Travel & Hospitality Show (MITT) 2024.

Held at the Crocus Expo Exhibition Centre from March 19th to 21st, MITT 2024 serves as a key platform for industry leaders and stakeholders to connect and collaborate.

Showcasing diverse Malaysian tourism offerings

Led by Iskandar Mirza Mohd Yusof, Senior Director of International Promotion for Americas, Europe & Oceania at Tourism Malaysia, the Malaysian delegation at MITT 2024 comprises a diverse group of industry players.

Tour operators, destination management companies (DMCs), and a prominent hotel representative, Lexis Hotel Group, are all present.

These participants, alongside Fun and Sun Holidays, Embassy Alliance Travel Group, PAKS Group, China Travel, ITM Group, and Russian Express, will showcase Malaysia’s rich tapestry of tourism offerings.

They will do so specifically for the Russian market at Tourism Malaysia’s booth (Pavilion 1, Hall 3, Stand B308).

Fostering partnerships and building momentum

Iskandar underscored the importance of MITT 2024, stating, “The MITT 2024 serves as a cornerstone for promoting Malaysia as a premier tourist destination in Russia. It fosters valuable industry exchange, inspiration, and long-term partnerships.

We are thrilled to unveil Malaysia’s enthralling experiences and attractions, solidifying its standing as an unparalleled destination in gearing up for Visit Malaysia 2026.”

This participation builds upon Tourism Malaysia’s successful showing at the recent Moscow Dive Show 2024, where the agency highlighted Malaysia’s stunning underwater world.

To further entice Russian travellers, Tourism Malaysia has implemented a multi-pronged promotional strategy.

This strategy includes participation in key industry fairs, collaborative efforts with Russian media and travel operators, and targeted online marketing campaigns.

Malaysia’s tourism sector is poised for significant growth, with the ambitious target of welcoming 27.3 million tourists by the end of 2024.

This surge in arrivals is projected to generate an estimated revenue of MYR102.7 billion.

Within this overall growth, Russian tourist arrivals are expected to experience a significant surge of 30% in 2024 compared to the previous year.

This promising uptick builds upon the substantial rise in Russian visitors, with documented numbers jumping from 33,033 in 2022 to 109,689 in 2023.

Looking ahead, Tourism Malaysia has even bolder aspirations for Visit Malaysia Year 2026, aiming to attract 35.6 million foreign tourists and generate MYR147.1 billion in tourism receipts.