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KUCHING, March 18 – In a significant move to attract more European tourists, the Ministry of Tourism, Arts, and Culture Malaysia (MOTAC) has extended an invitation to 80 German travel agencies and tourism representatives to explore and promote Malaysia as a premier travel destination.
Tourism Minister Dato Seri Tiong King Sing made this announcement following his official visit to the ITB Berlin 2025 International Tourism Trade Show. During the event, he met with the German Travel Association (DRV) and discussed strategic tourism collaborations.
Strengthening Malaysia’s Presence in Europe
Dato Seri Tiong shared that DRV President Norbert Fiebig informed him that the association represents between 60 to 80 members, including travel agencies, tourism institutions, and major airlines in Germany.
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“According to DRV, Malaysia is not yet a primary destination for German tourists. Many industry players are still unfamiliar with our diverse tourism offerings,” he said in a Facebook post on March 17.
Recognizing this, DRV suggested that its members experience Malaysia firsthand. This, in turn, would help them create attractive travel packages and effectively promote Malaysia to European travelers.
Incentives for German Travel Agencies
In response, MOTAC has allocated 80 slots for DRV members to visit Malaysia, covering accommodation, meals, and domestic transportation. However, participating agencies must submit an action plan and provide an estimated number of tourists they plan to bring to Malaysia as a result of this initiative.
ITB Berlin: A Gateway to the European Market
ITB Berlin is the world’s largest tourism trade show, gathering international travel agencies, airlines, and tourism industry leaders. The event served as a crucial platform for Malaysia to promote its attractions, especially in conjunction with Visit Malaysia Year 2026 (VM2026).
During the trade show, Dato Seri Tiong officially launched the Malaysia Pavilion and engaged with key tourism stakeholders from Germany, Poland, and a European airline. These discussions aimed to forge strategic partnerships, enhance bilateral cooperation, and open new avenues to attract European tourists.
“This visit strengthens our collaboration and expands Malaysia’s presence in the European market. It aligns with our VM2026 target to welcome more international visitors,” he added.
With this proactive approach, Malaysia is set to position itself as a must-visit destination for German and European tourists, ensuring long-term growth in the tourism sector.