The 6th participation in the Internationale Tourimus Borse (ITB) Berlin 2024 has led to a bilateral collaboration between the State of Selangor and a few European countries; Czech and Estonian. The trade fair that lasts a week from 3rd to 8th of March 2024 was led by Tourism Malaysia and the Malaysian Association of Tour and Travel Agents (MATTA), alongside the delegations from Tourism Selangor.
Visit by Datin Paduka Dr Adina Kamaruddin at the Tourism Selangor’s booth at ITB Berlin
The 6-day mission has brought together over 10,000 key tourism players globally from over 185 countries and welcomed over 120,000 visitors. The State of Selangor saw the most tourists from Europe, with 94,264 in 2022 and 59,641 in 2021, an increase of 58.1%. In 2022, Selangor has received 10,819 tourists from Germany, the second highest after United Kingdom, with 20,639 tourists influx.
In line with the mission of sustainable tourism, selected Local Municipal Councils has showcased sustainable tourism attractions to key tourism industry players, travel agents and potential buyers, such as the Mah meri Culture in Kuala Langat, Kampung Kuantan Fireflies Park in Kuala Selangor and sustainable events such as stargazing, Wings of Kuala Kubu Bharu and Mountain Bike Challenge in Hulu Selangor.
Signing ceremony for a Memorandum of Collaboration between the Association of Tour Operators and Travel Agents of the Czech Republic (ACCKA) and Tourism Selangor
Azrul Shah Mohamad, the Chief Executive Officer of Tourism Selangor in a statement said, European tourists typically spend their time on average of 8- 9 days to explore Selangor, whether for business or family vacations. The State of Selangor aiming for a substantial increase in tourist arrivals during the Visit Selangor Year in 2025, with a targeted milestone of welcoming 2 million international tourists by next year.
Tourism Selangor seized this opportunity to showcase its iconic tourism products, including the Gombak Hulu Langat Geopark, Mah Meri Culture, SplashMania Water Theme Park, Sky Mirror and Sekinchan. These offerings focusing on ecotourism, gastronomy (food tourism), theme park attractions, beaches and resorts.
Signing ceremony for a Memorandum of Collaboration between the Estonian Travel and Tourism Association (EFTL) and Tourism Selangor
In line with its strategic vision, the State Government of Selangor, represented by Tourism Selangor has forged a Memorandum of Collaboration with the Association of Tour Operators and Travel Agents of the Czech Republic (ACCKA), Estonian Travel and Tourism Association (EFTL) and DISCOVA, a global Destination Management Company. The partnership with these 3 travel associations were witnessed by Datin paduka Dr Adina Kamarudin, the Ambassador of Malaysia to the Federal Republic of Germany and Nigel Wong, the President of the Malaysian Association of Tour and Travel Agents (MATTA).
The collaboration between affiliated entities and travel associations is deepened through a Business to Business (B2B) meeting facilitated by the Malaysian Association of Tour and Travel Agents (MATTA), bringing together the industry players from the Association of Tour Operators and Travel Agents of the Czech Republic (ACCKA), Estonian Travel and Tourism Association (EFTL), Lufthansa City Centre, the Dutch Association of Travel Agents & Tour Operators (ANVR) and the European Travel Agents and Tour Operators Association (ECTAA).
Signing ceremony for a Memorandum of Collaboration between the DISCOVA, a global Destination Management Company and Tourism Selangor
These partnerships expected to set the stage for a series of cross-promotional series for a familiarisation trips to Selangor and development of travel packages for the targeted market. This collaboration aimed at surpassing the target of attracting over 7 million tourists by Visit Selangor Year in 2025. This 6-day mission in Berlin aligns seamlessly with the international tourism campaign, “Splendid Selangor, Take Me Anywhere!”. This initiative reaffirms the state’s dedication to nurturing bilateral relations with interested nations while showcasing its rich array of attractions.
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