Tourism Malaysia to showcase at Italy’s travel and tourism trade fair

Tourism Malaysia to showcase at Italy’s travel and tourism trade fair

MILAN, – Tourism Malaysia is set to showcase Malaysia’s diverse ecological heritage, blending nature, culture, and adventure at Italy’s premier international travel and tourism trade fair, Borsa Internazionale Del Turismo, BIT 2024.

The Tourism Malaysia team will be headed by Ms Zalina Ahmad, the new Director of the Tourism Malaysia Paris office, and will represent the destination during the three days to meet both trade partners and consumers. Tourism Malaysia aims to enhance the destination’s visibility by sharing information on its offerings to visitors and updating trade partners on recent developments and upcoming projects. The goal is to entice the Italian public to choose Malaysia for their next holiday.

The Malaysia booth, spanning 36 sqm, will spotlight the destination’s new and undiscovered experiences tailored for the Italian market. Colourful images representing segments preferred by Italian travellers will be on display. To add moments of joy, a renowned caricaturist will provide a caricature to all visitors. Additionally, attendees can discover Songket, a fabric belonging to Malaysia’s brocade family, handwoven in silk or cotton, intricately patterned with gold or silver threads, creating a shimmering effect.

Malaysia has received 44,508 Italians as of November 2023, which is an encouraging growth. August records the highest number of visitors with 13,761 pax from Italy, more than double when compared to the same month in 2022.

Ms Zalina Ahmad, the Tourism Malaysia Paris Director for Italy, France, Spain and Portugal, stated, “The main trends in the Italian market appear to be focused on culture and eco- tourism, especially among the younger generation. With the richness of nature and culture and increased national efforts towards eco-tourism, we aim to position Malaysia as a dream destination for Italians. Italy is currently a top market in Europe for Malaysia; hence, it is crucial for Tourism Malaysia to continuously increase its efforts to keep the destination visible and attractive to the locals and neighbouring countries.”

Malaysia is home to four designated UNESCO World Heritage Sites, of which the majestic triple crown sites Kinabalu Park and Gunung Mulu National Park showcase the splendour of pristine biodiversity. Langkawi Island and Kinabalu Park are recognised as UNESCO Global Geoparks, while the historic cities of Georgetown and Melaka unfold the captivating narratives of Malaysia’s cultural diversity and heritage. UNESCO admiration is also extended to Malaysia’s rich mosaic of intangible cultural heritage, which includes Mak Yong, Dondang Sayang, Silat, Pantun and Songket, all recognised as valuable components of the Intangible Cultural Heritage of Humanity.

Kuala Lumpur is set to welcome key lifestyle and full-service hotel brands such as Park Hyatt Kuala Lumpur at Merdeka 118, The Waldorf Astoria, and The Conrad between 2024 and 2025. Additional hotel openings include the Hilton Burau Bay in Langkawi and the Intercontinental Resort in Penang.

The harmonious blend of breathtaking nature, modern metropolises and rich cultural heritage makes Malaysia one of the world’s leading destinations for an unforgettable visit. As travellers worldwide seek eco-conscious options, Malaysia stands ready to offer eco- heritage experiences like no other. For further details and to embark on an extraordinary Malaysian journey, visit

About Tourism Malaysia

Malaysia Tourism Promotion Board, also known as Tourism Malaysia, is an agency under the Ministry of Tourism, Arts & Culture Malaysia. It focuses on the specific task of promoting Malaysia as a preferred tourism destination. Since its inception, it has emerged as a major player in the international tourism scene.

The next Visit Malaysia Year, set to take place in 2026, will commemorate the sustainability of the nation’s tourism industry, which is also in line with the United Nations Sustainable Development Goals (UNSDG).

Furthermore, Tourism Malaysia actively endorses the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT), working towards the realisation of the IMT-GT Visiting Year 2023-2025, with the shared aim of promoting the region as a unified tourism destination. For more information, visit Tourism Malaysia’s social media accounts on Facebook, Instagram, Twitter, YouTube, and TikTok.

Share This


Wordpress (0)
Disqus (0 )