Tourism Malaysia will not be
participating at the upcoming World Travel Market (WTM) London in November due
to budget constraints.
Instead, Tourism Malaysia will lead a focused B2B sales mission
to Paris, Frankfurt, and London, commencing on September 30. This initiative
will align with their efforts to promote the Visit Malaysia 2026 campaign.
In a written response to a
question raised by member of the National Assembly, Hisamudin Yahaya, the
Ministry of Tourism, Arts, and Culture (MOTAC) confirmed the decision.
MOTAC elaborated that the sales mission would feature
business-matching sessions and networking opportunities with prominent travel
agencies from France, Germany, and the UK. Additionally, the roadshow will
highlight Malaysian cuisine and cultural performances to engage with the
public.
Despite these efforts, KL Tan, president, Malaysian Tourism
Federation, expressed concern over Malaysia’s absence at WTM.
He told TTG Asia: “MOTAC should
seriously reconsider its decision as the absence of the Malaysia Pavilion could
potentially result in loss of visibility in the global tourism market.
“The Malaysian Tourism Federation is willing to take up the
challenge to lead the private sector participation with a government grant of
400,000 ringgit (US$91,765) to save the day.
Tan urged MOTAC to adopt a revised strategy to offset Malaysia’s
absence from the WTM, highlighting the UK’s importance as a high-yield market
for Malaysia, while at the same time, developing the Chinese and Indian tourism
markets.
He also praised the state tourism boards of Sabah and Sarawak
for stepping up to represent their respective state tourism players.
However, other industry players appeared more supportive of
Tourism Malaysia’s alternative approach.
Shah Azam Khan, senior vice president, hospitality Division,
AnCasa Hotels & Resorts, explained that the roadshow would provide a more
targeted experience.
He noted that the B2B networking events would allow Malaysian
industry players to spend more time fostering relationships with European
agents genuinely interested in promoting Malaysia.
Anthony Wong, managing director of The Frangipani Langkawi
Resort and Spa, opined that if Tourism Malaysia is skipping WTM, it becomes
essential for the organisation to ensure a significant presence at ITB Berlin,
an even larger trade show. He noted that many European buyers attending WTM
would also be present at ITB, making it a crucial event for maintaining
Malaysia’s presence in the European tourism market.
