ITB Berlin News 2019 - Review Edition

34
ADVERTORIAL
A TOUR OF PLANET EARTH
ASIA
Malaysia – smiles all around
at ITB Berlin 2019
Official Partner Country status at World’s Leading Travel Trade Show -
a vital step towards achieving Visit Malaysia 2020 targets
H. E. Datuk
Mohamaddin
Bin Haji Ketapi
Minister of Tourism, Arts and Culture,
Malaysia
With a total of 25.8 million
international tourists
arriving in Malaysia in
2018, ITB Berlin is set
to be instrumental in
boosting visitor numbers
to this exotic, exciting and
welcoming destination
in line with the nation’s
ambitious growth plans.
With the Visit Malaysia 2020
campaign in the works,
Malaysia’s Ministry for Tourism
and Culture is targeting arrival
figures 30-million and tourist
receipts of RM100bn (eds:
€21.66bn) by 2020.
“I believe Malaysia’s cultural
uniqueness is a big draw
for the European market,”
explained Mohamaddin
Bin Haji Ketapi, Minister of
Tourism, Arts and Culture for
Malaysia, adding, “As you may
know, Malaysia is a melting
pot of cultures with influences
from Malay, Chinese and Indian
ethnicities, as well as from
Europe, Arab and the Malay
Archipelago. This has resulted
in a mixed yet harmonious
legacy that manifests itself
in Malaysia’s architecture,
clothing, language, cuisine
and other aspects.”
“Malaysia’s breath-taking
nature, its warm, welcoming
multi-cultural peoples, and its
exceptional, varied cuisine,
have made it a ‘must’ as
a destination in Southeast
Asia”, said David Ruetz, head
of ITB Berlin, adding, “Having
Malaysia as our Official
Partner Country this year
will have enhanced ever-soimportant
cultural links and
will engender more awareness
and appreciation, both for us
of their culture and traditions,
and for them of ours.”
Meanwhile, Zurab
Pololikashvili, Secretary-
General, World
Tourism Organization
(UNWTO), stated: “I wish to
congratulate Malaysia on being
ITB’s partner country for this
year. Malaysia is a founding
member of UNWTO and one
of its most active members,
involved at several levels of
the Organization’s activities
and governing bodies.
Malaysia identified tourism as
one of the forefront industries
in its economy because of
tourism’s great potential in
job creation, socio-economic
development as well as foreign
income generation - tourism
is currently the 2nd largest
foreign exchange earner.”
Visitors to ITB Berlin had the
opportunity to experience
Malaysia’s architecture,
local food and cultural
performances. The country’s
colourful national cultural
troupe showcased an hourlong
performance during
the Opening Gala, reflecting
the beauty and diversity
of Malaysian culture and
heritage.
ECONOMIC
CONTRIBUTION
OF TOURISM IN
MALAYSIA
The number of employees
involved in Malaysia’s tourism
sector rose to 3.4 million in
2017 from 1.5 million in 2005.
Employment in the tourism
industry contributed 23.2%
to total employment in 2017
(2005: 15%). Most of the jobs
in the tourism industry were in
the retail trade industry (33.7%)
and food & beverage serving
services (32.3%) respectively.
Tourism is also important
to Malaysia as it helps to
empower the local community
economically. Taking
the Malaysia Homestay
Programme as an example, it
offers the local village-folk to
take part in offering authentic
homestay experiences to
tourists. In 2017, the revenue
generated from the programme
reached RM27.6 million (eds:
€5.98m).
“The ‘Malaysia, Truly Asia’
tagline has worked wonders
to position our destination’s
diversity”, explains the
Minister. “It gets the message
across that Malaysia is a
kaleidoscope of customs,
religions, traditions, festivals,
heritage, arts and crafts, and
cuisines of Malays, Chinese,
Indians, and various ethnic
group that continues to
fascinate visitors from all over
the world.” This “Malaysia,
Truly Asia” branding continues
till today to position Malaysia’s
uniqueness.
NEW DEVELOPMENTS
UNDER WAY
Upcoming developments such
as Desaru Coast in Johor, and
Impression City Melaka, once
completed, will bring renewed
interest in Malaysia.
“We are seeing the industry
invigorated by the opening
of renowned hotel property
brands here,” explains the
Minister, adding, “Several
established hotel brands have
ventured into Malaysia for the
first time recently, while some
of them are poised to enter the
market in the near future. We
are pleased that brands such
as Double Tree, Hilton, Marriot,
Anantara, Westin, Mercure,
Sheraton, W, St. Regis, Four
Seasons, Hyatt and others
see the value of Malaysia for
their business expansion and
investments”
ITB BERLIN NEWS • Friday 15 th March 2019
www.itb-berlin-news.com