Tourism Malaysia to skip WTM, focus on sales mission instead

 

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.

-TTG Asia.