The Malaysian Ministry of Tourism, Arts, and Culture, via Tourism Malaysia is actively participating in the Internationale Tourismus-Börse (ITB) Berlin, the premier global travel trade show, from today until Thursday, March 7th, 2024. Marking its 51st year at the event, Malaysia’s engagement underscores its long-standing dedication to the German and European markets.

The Malaysian contingent at ITB 2024 is spearheaded by Deputy Secretary General (Tourism) Dr. Yasmeen Yasim, alongside Mr. Iskandar Mirza Mohd Yusof, the Senior Director of the International Promotions Division (America, Europe & Oceania) of Tourism Malaysia. The team consists of 61 members from 38 entities, including seven state tourism boards, 15 tour operators, 14 hotels and resorts, and a tourism-related service provider.

The Malaysia Pavilion, spanning 504 square meters (located at Hall 26a, Booth No. 117), was inaugurated today by H.E. Datin Paduka Dr. Adina Kamarudin, the Malaysian Ambassador to Germany. The pavilion aims to highlight Malaysia’s premier travel offerings, destinations, and services, featuring a special demonstration of wau-making, an iconic aspect of Malaysian heritage.

The ITB Berlin serves as a vital forum for Malaysian delegates to form connections and seek partnership opportunities within the German and European markets. It also allows Malaysia to amplify its international profile and promote the forthcoming Visit Malaysia Year scheduled for 2026.

At this year’s three-day event, Tourism Malaysia introduced four new niche travel packages: the Pulau Pinang & Kedah Archaeotourism & Geotourism Packages, Perlis Eco Tourism Packages, Dive into the Unimaginable Packages, and Sarawak Delta Geopark & Gawai Packages. These packages are designed to offer travelers unique and sustainable experiences in line with Malaysia’s environmental goals.

In 2023, Malaysia welcomed over 20.1 million international tourists, generating RM71.3 billion in revenue, thus exceeding its target of 16.1 million visitors. This year, the country sets its sights on attracting 27.3 million tourists to achieve RM102.7 billion in tourism income.