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Malaysia Showcases Cultural Richness and New Niche Packages at ITB Berlin 2024

Malaysia in ITB

Marking its 51st participation, Malaysia aims to strengthen its global presence at ITB Berlin 2024, introducing unique tourism packages and celebrating the upcoming Visit Malaysia Year 2026.

The Ministry of Tourism, Arts and Culture Malaysia, through its agency Tourism Malaysia, participated once again in the world’s leading travel trade show, Internationale Tourismus-Börse (ITB) Berlin, which concluded yesterday Thursday, 7th March 2024. Malaysia’s presence at ITB 2024 marked the country’s 51st year of participation in the event, a testament to its continued commitment towards the German and European markets.

The Malaysian delegation to ITB Berlin this year was led by the Deputy Secretary General (Tourism) Dr. Yasmeen Yasim, who was accompanied by Mr. Iskandar Mirza Mohd Yusof, Senior Director of International Promotions Division (America, Europe & Oceania), Tourism Malaysia. A total of 61 participants representing 38 organisations made up the delegation, comprising seven (7) state tourism boards, 15 tour operators, 14 hotels and resorts, and one (1) tourism-related service.

The Malaysia Pavilion, with 504 square metres of space, (Hall 26a Booth No. 117) was officially opened on that day by the Malaysian Ambassador to Germany H.E. Datin Paduka Dr. Adina Kamarudin. It was set to showcase the best of travel products, destinations, and services in Malaysia, as well as a special wau-making demonstration, a timeless artistry of Malaysian culture.

As in previous years, the event served as a platform for participants to network and explore collaborative opportunities with industry players of the German and European markets, while allowing Malaysia to strengthen its global presence and broadcast the upcoming Visit Malaysia Year set to take place in 2026.

Four new niche packages, namely Pulau Pinang & Kedah Archaeotourism & Geotourism Packages, Perlis Eco Tourism Packages, Dive into the Unimaginable Packages & Sarawak Delta Geopark & Gawai Packages by Tourism Malaysia, were introduced at the three-day event, offering travellers immersive experiences that aligned with Malaysia’s sustainability objectives.

Malaysia had recorded a total of 20.1 million international tourist arrivals and RM71.3 billion in tourist receipts in 2023, surpassing its initial target of 16.1 million arrivals. That year, Malaysia aimed to woo 27.3 million arrivals with RM102.7 billion in tourism revenue.

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