BERLIN, 4 March 2025 – The Ministry of Tourism, Arts and Culture Malaysia, through its agency Tourism Malaysia is once again participating in the world’s premier travel trade event, Internationale Tourismus-Börse (ITB) Berlin, which runs from 4th to 6th March. This signifies Malaysia’s 51st consecutive participation in the esteemed event, underscoring the nation's robust and enduring dedication to the German and European markets.

The Malaysian delegation at ITB Berlin 2025 is led by YB Dato Sri Tiong King Sing, the Minister of Tourism, Arts and Culture Malaysia, who is accompanied by YBhg Datuk Manoharan Periasamy, Director General of Tourism Malaysia. The delegation consists of 65 participants from 38 different organizations, which include five (5) state tourism boards, 15 tour operators, 15 hotels and resorts, two (2) tourism-related service providers alongside one (1) tourism association.

The Malaysia Pavilion (Hall 26a Booth No. 117), covering 504 square meters of space was officially opened by YB Dato Sri Tiong King Sing. This pavilion highlights various Malaysia's premier travel offerings, services, and destinations. Hence, visitors can witness a demonstration of indigenous crafts, reflecting the nation's commitment to sustainable rural tourism.

The VM2026 logo alongside mascot are prominently displayed at the pavilion, while the official song played throughout the event, adding to the vibrant and celebratory atmosphere of the campaign.

Tourism Malaysia’s participation in ITB Berlin serves as a key opportunity to preview the highly anticipated Visit Malaysia Year 2026 (VM2026) campaign. The campaign will showcase Malaysia’s rich cultural heritage, diverse tourism attractions and unique

experiences to encourage travelers worldwide in discovering the marvels of Malaysia in 2026.

In 2023, the European market contributed 1,027,634 visitor arrivals, generating RM5.88 billion in tourism revenue. Thus, European visitor arrivals increased to 1,488,462 in 2024, marking a 27.9% growth compared to the previous year. Therefore, Malaysia’s involvement in ITB Berlin underscores the importance of fostering international partnerships and highlights the growing appeal of the country as a must-visit destination for global travelers.

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About Tourism Malaysia

Malaysia Tourism Promotion Board, also known as Tourism Malaysia, is an agency under the Ministry of Tourism, Arts & Culture Malaysia. It focuses on the specific task of promoting Malaysia as a preferred tourism destination. Since its inception, it has emerged as a major player in the international tourism scene. The next Visit Malaysia Year, set to take place in 2026, will commemorate the sustainability of the nation's tourism industry, which is also in line with the United Nations Sustainable Development Goals (UNSDG). Furthermore, Tourism Malaysia actively endorses the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT), working towards the realisation of the IMT-GT Visiting Year 2023-2025, with the shared aim of promoting the region as a unified tourism destination. For more information, visit Tourism Malaysia’s social media accounts on Facebook, Instagram, X, YouTube, and TikTok.

For enquiries, please contact:

Muhammad Nasir Pahmi
Senior Deputy Director
International Promotions Division (AERO)
nasir@tourism.gov.my
Tel: +603 8891 8358

Norshariza Mohd Saad
Deputy Director
Corporate Communications Division
norshariza@tourism.gov.my
Tel: +603 8891 8775