The Tourism Malaysia Pavilion includes seven state tourism boards, 15 travel agencies, 15 hotels and resorts, and three tourism-related service agencies.
Tourism Malaysia participated in Internationale Tourismus-Borse (ITB) Berlin, the world’s leading travel trade show. The three-day event kicked off on Tuesday with participation from 125 countries from around the world.
Tourism Malaysia’s pavilion included seven state tourism boards, 15 travel agencies, 15 hotels and resorts, and three tourism-related service agencies, with 68 participants from 40 organisations. Malaysia’s Minister of Tourism, Arts and Culture Dato’ Seri Teo King Sing led the Malaysian delegation.
Tiong King Sing said ITB remains one of the best platforms for Malaysian tourism players to share the latest information on Malaysian products and new tourist attractions with outbound agents and airlines in Germany and Europe. He emphasized that Malaysia’s unique eco-tourism destinations and community-based tourism are of great interest to the European market.
Tourism Malaysia, together with ITB Berlin 2023, has launched a new campaign, “Soul of Malaysia”, along with three German booklets, Malaysia Travel Guide, Nature & Adventure and Islands & Beaches.
Four state tourism boards also launched their new products and activities: Selangor Tourism Board’s Gombak Hulu Langat Geopark, Langkawi Development Authority (LADA)’s Langkawi Green Geopark Package, Sabah Tourism Board’s new destination brand , Feel Sabah, and Tourism Malacca’s Visit Malacca Year 2024 .
Since the full reopening of international borders, Malaysia has recorded 10.07 million tourist arrivals and 28.2 billion ringgit ($6.7 billion) in tourism receipts in 2022, surpassing its initial target of 9.2 million international tourists.
By 2023, Malaysia aims to receive 16.1 million international tourists and generate 49.2 billion ringgit ($11.6 billion) in tourism revenue. In December 2022, Malaysia received 10,764 German tourists, a significant increase of 31.3% compared to 8,197 in December 2019.
Tourism Malaysia is optimistic about witnessing exponential growth in the German market as in-flight connectivity and promotions intensify in 2023. The Malaysian delegation will be promoting the country’s unique ecotourism destinations and community tourism during ITB 2023.
ITB Berlin is the world’s largest travel trade show and the leading platform for the global travel industry. The annual event attracts travel professionals from around the world, including tour operators, tour operators, hoteliers and destination management organizations. It offers participants a unique opportunity to network, conduct business meetings and showcase their latest products and services.
The trade show began in 1966 and has since become a major event for the global travel industry. Held annually in Berlin, Germany, it attracts exhibitors and visitors from more than 180 countries.
Messe Berlin, a leading trade fair company, organizes the ITB. It hosts other major events such as the Berlin International Green Week and the Berlin International Film Festival.
