Malaysia to profile itself as “convention and culture partner” at ITB Berlin 2014

Published on : Tuesday, December 10, 2013

itb-berlinMalaysia, which plans to promote the Visit Malaysia Year (VMY) 2014 at Berlin’s International Tourism Bourse (ITB), the world’s largest tourism show, will profile itself as a “convention and culture partner.”





At the five-day ITB Berlin, beginning March 5, Malaysia will highlight its attributes as a nature and beach holiday resort, besides being a destination for Meetings, Incentives, Conventions and Exhibitions (MICE).





Tourism Malaysia director for Germany, Maizan Ahmad, who is based in Frankfurt, said: “The ‘Visit Malaysia Year’ will seek to enthral visitors with numerous activities and events, such as the Malaysian International Shoe Festival 2014, featuring creations by the famous designer Jimmy Choo, and the 1Malaysia International Tourism Night Floral Parade 2014.”


The events, which kick off with some colourful cultural displays at the opening of the ITB Berlin Convention on March 5, will lure visitors to explore the country’s cultural diversity and the numerous attractions and natural treasures at Hall 7.1b.





At the Trends and Events Hall, Malaysia will promote the country’s attractive eco-tours and adventure trips while at Hall 4.1, Malaysia’s dance performances which provide an insight into Malaysia’s multicultural social mosaic will be showcased.





The section called ITB Business Travel Days will prominently feature Malaysia as a major destination for Mice.





However, the ITB will also witness aggressive campaigning by a number of Southeast Asian nations equally eager to woo international and, particularly, German tourists who are considered amongst the most adventurous, high-spending tourists.





Tired of the overcrowded sandy beaches of South European destinations which are also becoming increasingly expensive and polluted because of the high volume of tourist traffic, many German tourists are exploring new and exotic destinations.





“There is a kind of an awakening, as it were, amongst German tourists, to visit places that were once considered exotic because of their different culture, traditions, cuisines and distance,” Dr Rudolf Schmidt, a German tourism analyst, told Bernama.





Traffic to Malaysia can get a big impetus with German airline Lufthansa announcing the launch of a five times a week non-stop service to Kuala Lumpur, effective end of March next year.




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