Tourism Malaysia is set to make an apperance at Italy’s prestigious travel and tourism trade fair, Borsa Internazionale Del Turismo (BIT) 2024, where it will showcase Malaysia’s rich ecological heritage, blending nature, culture, and adventure.
Headed by Ms. Zalina Ahmad, the newly appointed Director of the Tourism Malaysia Paris office, the team will represent the destination over three days, engaging both trade partners and consumers alike.
With a focus on blending nature, culture, and adventure, Tourism Malaysia aims to elevate Malaysia’s visibility by sharing insights into its offerings and updating industry partners on recent developments and upcoming projects. The ultimate goal is to captivate the Italian public’s imagination and inspire them to choose Malaysia as their next holiday destination.
Spanning 36 sqm, the Malaysia booth will feature vibrant images highlighting new and undiscovered experiences tailored specifically for the Italian market. Adding to the allure, a renowned caricaturist will be on hand to provide visitors with personalised caricatures, adding moments of joy to the experience.
Additionally, attendees will be given a chance to discover Songket, a fabric belonging to Malaysia’s brocade family, handwoven in silk or cotton, intricately patterned with gold or silver threads, creating a shimmering effect.
Malaysia has recorded a number of 44,508 Italians visitors as of November 2023. Meanwhile in August, Malaysia recorded the August records the highest number of visitors with 13,761 pax from Italy, more than double when compared to the same month in 2022.
Ms Zalina Ahmad, the Tourism Malaysia Paris Director for Italy, France, Spain and Portugal, stated, “The main trends in the Italian market appear to be focused on culture and eco- tourism, especially among the younger generation. With the richness of nature and culture and increased national efforts towards eco-tourism, we aim to position Malaysia as a dream destination for Italians. Italy is currently a top market in Europe for Malaysia; hence, it is crucial for Tourism Malaysia to continuously increase its efforts to keep the destination visible and attractive to the locals and neighbouring countries.”
Malaysia boasts four UNESCO World Heritage Sites, including the majestic Kinabalu Park and Gunung Mulu National Park, renowned for their pristine biodiversity. While Langkawi Island and Kinabalu Park are designated UNESCO Global Geoparks, and the historic cities of Georgetown and Melaka showcase Malaysia’s cultural diversity and heritage. UNESCO recognition extends to Malaysia’s rich tapestry of intangible cultural heritage, such as Mak Yong, Dondang Sayang, Silat, Pantun, and Songket, all valued components of the Intangible Cultural Heritage of Humanity.
In Kuala Lumpur, renowned lifestyle and full-service hotel brands like Park Hyatt Kuala Lumpur at Merdeka 118, The Waldorf Astoria, and The Conrad are set to debut between 2024 and 2025. Additionally, new hotel openings include the Hilton Burau Bay in Langkawi and the Intercontinental Resort in Penang. With its harmonious blend of breathtaking nature, modern metropolises, and rich cultural heritage, Malaysia continues to captivate travelers worldwide. As global tourism trends toward eco-conscious options, Malaysia is set to offer unparalleled eco-heritage experiences.
Malaysia also has been acknowledged as the home to four designated UNESCO World Heritage Sites, of which the majestic triple crown sites Kinabalu Park and Gunung Mulu National Park showcase the splendour of pristine biodiversity. Langkawi Island and Kinabalu Park are recognised as UNESCO Global Geoparks, while the historic cities of Georgetown and Melaka unfold the captivating narratives of Malaysia’s cultural diversity and heritage.
As travelers worldwide increasingly prioritise eco-conscious options, Malaysia emerges as a prime destination offering unparalleled eco-heritage experiences.
