MALACCA: The state government sees the World Trade Market (WTM) in London from Wednesday to Friday as a platform intensify promotional efforts to woo more European tourists to the state.
Before leading the state delegation that departed for the three-day meet on Sunday night, Chief Minister Datuk Seri Idris Haron said projecting Malacca on the world stage would be vital towards strengthening the state's tourism industry.
Tourism Malacca statistics recorded an increase to 212,524 tourist arrivals from Europe to the state in 2015, from 174,708 the previous year.
Despite the increase, the European market still forms a smaller portion of the more than 16 million overall tourist arrivals to the state, quoted in Idris' tabling of the state budget last month.
"Apart from being a meeting place for thousands of tourism industry practitioners, this exhibition will also be attended by media from around the world," said Idris.
"The state government will use this opportunity to promote Malacca through a mobile application called #Melaka755 Quest, which is a mobile app for the tourism programme Destination Melaka."
He said the application would provide tourists real-time views of attractions in Malacca. He said the launch of the application will be officiated by Tourism Minister Datuk Seri Nazri Aziz at Excel London.
The WTM is held quadrennially and celebrates its 40th anniversary this year as among the main exhibition and networking platform for tourism industry players from around the world.
"Malacca's aggressive involvement in the WTM is vital towards developing commercial networks and building new alliances," said Idris.
Apart from Malacca, under the Astaka Malaysia platform managed by Tourism Malaysia at the WTM, the country will also be represented by delegations from Johor, Selangor, Kuala Lumpur, Putrajaya, Terengganu, Perak, Kedah, Pahang, Sarawak and Sabah.