The Internationale Tourismus-Borse (ITB) Berlin, which was held from March 7 to March 9, 2023, was attended by representatives from the Ministry of Tourism, Arts, and Culture (MOTAC) of Malaysia and its agency Tourism Malaysia.

Tour content providers and tour operators from 125 different nations attended the three-day exhibition at Berlin ExpoCentre City (Messe Berlin). From its initial participation in the B2B travel expo in 1972, Tourism Malaysia has participated 50 times.

Seven state tourist boards, 15 tour companies, 15 hotels and resorts, and three tourism-related services made up this year's Malaysian delegation to ITB Berlin. 38 organizations were represented by 68 participants that joined the Tourism Malaysia Pavilion.

In addition to Dato' Zainuddin Abd Wahab, Director General of Tourism Malaysia, and Dato' Dr. Ammar Abd Ghapar, Senior Director of Tourism Malaysia's International Promotion Division (Americas/Europe/Oceania), the Malaysia delegation was led by Datuk Mohd Zamri Mat Zain, Deputy Secretary General (Tourism), MOTAC.

To further revitalize the tourism industry, Datuk Mohd Zamri Mat Zain said: "ITB continues to be one of the best venues for Malaysian tourism players to network with German and European outbound agents and airlines. Here, we can exchange the most recent details about Malaysia's tourism goods and new tourist attractions.

He also emphasized how the European market would find Malaysia's distinctive ecotourism sites and community-based tourism to be very appealing.

Tourism Malaysia debuted a new film as a part of its most recent campaign, "Spirit of Malaysia," in cooperation with ITB Berlin 2023. It was released in tandem with the German versions of its three main brochures: the Malaysia Travel Guide, Nature & Adventure, and Island & Beaches. The Gombak Hulu Langat Geopark by Tourism Selangor, the Langkawi Green Geopark Package by the Langkawi Development Authority (LADA), and Sabah all unveiled new goods and campaigns at ITB Berlin.

Melaka Tourism has unveiled the new destination identity for the Tourist Board, Feel Sabah, North Borneo, and Visit Melaka Year 2024.

Malaysia has reported 10.07 million tourist entries after fully reopening its international borders, exceeding its initial aim of 9.2 million foreign arrivals and earning MYR28.2 billion (EUR6.1 billion) in tourism revenues in 2022. 16.1 million foreign tourists are expected to visit Malaysia in 2023, bringing in MYR49.2 billion (about EUR10.5 billion) in revenue.

In particular, Malaysia had 10,764 German tourists arrive in December 2022, a considerable increase of 31.3% compared to the 8,197 visitors in December 2019.

German visitors to Malaysia increased from 130,221 in 2019 to 57,780 in 2022. Tourism Malaysia anticipates reaching exponential growth in the German outbound tourism industry in 2023 with improved air connections and marketing initiatives.