Malaysia Is Partner Country At Berlin’s International Tourism Bourse In 2019

By Manik Mehta BERLIN, May 17 (Bernama) -- The announcement that Malaysia will be the official partner country at the International Tourism Bourse (ITB) of Berlin in 2019, puts to rest the endless speculation in Germany’s travel and tourism circles on Malaysia’s bid for the coveted role at the ITB which is touted as the world’s leading event for the travel and tourism industry. Malaysia’s Ministry of Tourism and Culture and ITB Berlin have announced that Malaysia would indeed, be the partner country at the ITB event in 2019. Explaining the rationale behind Malaysia’s preference for 2019 as the year of its partner country role, the minister, Mohamed Nazri Aziz recently said: “Our long-term target is to achieve 36 million tourist arrivals and RM168 billion (37.1 billion euros) in receipts by the year 2020, based on the Malaysia Tourism Transformation Plan. Building up to this year, and it will be very much like a ‘crescendo’, which is why we want to plan a major partnership with ITB Berlin in 2019.” The intricate protocol that accompanied the signing of the partnership agreement with the ITB Berlin – the Berlin fair is organised by Berlin’s trade fair company called Messe Berlin GmbH – reveals there were basic procedures to be followed between the two sides before the agreement was formalised. Details of the behind-the-scene activities are now coming out in the open. While the minister had already inked a memorandum of understanding (MoU) endorsing the partner country participation at an informal ceremony at ITB Berlin 2017, the final agreement was executed at a Chinese edition of the trade fair called the ITB China. The final signing was held at last week’s ITB China with ITB Berlin’s top executive, David Ruetz, signing the official contract on May 11, 2017. Commenting after the signing of the official contract, Ruetz recalled that Malaysia has had a “very serious presence” at the ITB Berlin for many years…we have been very impressed by the development of this nation’s tourism offering. “While negotiations are still underway with several ‘suitors’ for the 2018 edition – and the partner will be announced shortly, we are happy to work on this longer-term plan (for 2019) with our Malaysian friends,” he observed. The 2019 Official Partner Country project is part of a much broader plan by Malaysia to increase awareness of the natural and human assets of the country in the coming years. Kinabalu National Park and Gunung Mulu National Park in Malaysian Borneo and George Town cities respectively, and the archaeological heritage of the Lenggong Valley are four of the UNESCO designated World Heritage sites in Malaysia that will be highlighted. -- BERNAMA