SHANGHAI, 27 MAY 2024 – As part of continuous promotional
efforts to promote Malaysia as a preferable tourist destination to the tourism
industry players in China, Tourism Malaysia’s booth has launched at the ITB
China 2024 at Shanghai World Expo Exhibition & Convention Center, taking
place from 27 to 29 May 2024.
The Malaysian delegation
is headed by the Honorable Dato Sri Tiong King Sing, Minister of Tourism, Arts
and Culture Malaysia together with Mr. Manoharan Periasamy, Director General of
Tourism Malaysia. The 4th edition of ITB China 2024 is joined by important
tourism partners from Penang Global Tourism, and other states which are Melaka,
Negeri Sembilan, Pahang and Perak, totalling to 37 organisations which
comprises 15 hotels and resorts, eight (8) tour operators, five (5) state
tourism agencies, two (2) tourism associations, two (2) product owners and one
(1) airline.
Commenting on the
participation, Dato Sri Tiong King Sing said, “Malaysia’s participation in ITB
China for this year marks our commitment and sincerity to strengthen
cooperation and deepen tourism and cultural exchanges through people-to-people
exchanges, especially in the 50th anniversary of the diplomatic relations
between China and Malaysia.”
“China is one of
Penang's most important markets and it has always been one of the top three
arrival countries in Penang. It is crucial to keep the publicity momentum going
to draw travellers to Penang, thus Penang Global Tourism has organised the
‘Experience Penang’ roadshow in Guangzhou and Shenzhen which resulted in the
increase of flight frequency from China. We hope our presence in ITB China with
Penang industry partners will showcase the versatility of Penang being a
world-class destination,” said Mr Ooi Chok Yan, CEO of Penang Global Tourism.
Internationale
Tourismus-Börse (ITB) China is one of the largest tourism trade fairs in China
and is at par with the major tourism tradeshow such as ITB Berlin and ITB Asia.
ITB China which is held every year is attended by National Tourism
Organisations (NTOs), travel agencies, hotel operators and tourism products
owners, as well as other tourism industry players from China and around the
world. More than 800 potential buyers consisting of the largest travel agencies
in China have been listed for this edition. This is the fourth time Malaysia
has participated since the tradeshow’s inception in 2017.
China remains one of the
top market sources for Malaysia and contributed 1,474,114 arrivals to the
country last year compared to 212,603 Chinese tourists in 2022. Malaysia is
currently targeting to receive 27.3 million international tourist arrivals with
RM102.7 billion in tourism receipts, with 5 million arrivals targeted to be
from the Chinese market.
Through its overseas
offices in Beijing, Shanghai and Guangzhou, Tourism Malaysia continues to
intensify promotions alongside travel agents and airlines. With the resumption
and announcement of new international routes from Malaysia-based airlines and
Chinabased airlines such as Air China, China Southern Airlines, China Eastern
Airlines and Xiamen Air, there are currently 368 flights per week between China
and Malaysia.
-Tourism Malaysia.