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The fair is organised by IBT Investment Ltd and is supported by the Express & Excursion Bus Association (EEBA) in cooperation with Tourism Malaysia as its title sponsor.
Speaking at the launch of the fair, Malaysia Tourism Promotion Board Deputy Director-General (Promotions) Datuk Azizan Noordin said that the three-day event features more than 100 booths and close to 40 exhibitors, which include express bus ticketing agents, travel agents, resort operators, homestay and property owner and other major players in the tourism industry.
"This event creates opportunities to meet with members of the Malaysian tourism industry to explore new business opportunities, expand existing ones, formulate joint packages, plan event-related activities to further help develop the industry for mutual benefit," he said.
"Travel Malaysia" is a consumer-driven initiative by EEBA since 2005 that is focused on promoting Malaysia as a unique tourist destination and to increase tourist arrivals to Malaysia during the mid-year school holidays.
It is part of EEBA's on-going effort in developing market growth in interstate travel via express buses and coaches to Malaysia. EEBA whose members are mainly express bus operators providing interstate land travel to Malaysia.
Of the 25.72 million visitors to Malaysia from January to December 2013, 51 per cent, or 13.18 million are from Singapore, which is an increase of 1.3 per cent over the same period for 2012. An estimated one third of this number, or about 4.34 million, are visitors who travel via land transport to Malaysia annually.