Malaysia Tourism inaugurates its “Visit Malaysia 2026” at ITB Berlin

At ITB Berlin 2026, during the inaugural of its pavilion, Malaysia delivered a confident and carefully coordinated message to the global travel industry: growth and responsibility go hand in hand.

Opening its national pavilion, Malaysia underscored that tourism development is increasingly being shaped by sustainability, authenticity and long-term value rather than short-term gains. The country was represented by almost all of its states, each bringing a distinctive tourism proposition to Berlin and reinforcing a unified national strategy.

The ceremony was officiated by Mr. Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia, and graced by H.E. Mohamad Razdan Jamil, Ambassador-designate of Malaysia to the Federal Republic of Germany together with YB Datuk Wira Abdul Razak Haji Abdul Rahman (Malacca State Executive Council for Tourism, Heritage, Arts and Culture), YB Datuk Kamarudin Md Nor (Kelantan State Executive Council of Tourism, Culture, Arts & Heritage), YB Mdm. Leong Yu Man (Pahang State Executive Council for Unity, Tourism and Culture), Ms. Chua Yee Ling (Chief Executive Officer of Tourism Selangor), Julinus Jeffery Jimit (Chief Executive Officer of the Sabah Tourism Board) and Dr. Azmil Munif Mohd Bukhari (Tourism Manager of LADA).

From the culinary excellence and living heritage of Penang to the pristine islands of Terengganu, the cool highlands and nature retreats of Pahang, and the extraordinary biodiversity of Sabah and Sarawak in Borneo, Malaysia’s diversity at the show is striking. Urban energy, island escapes, rainforest adventures and cultural immersion are all part of the narrative.

Tourism leaders at ITB Berlin stressed that today’s travelers are looking beyond traditional sightseeing. They seek meaningful experiences, deeper connections with local communities, environmental responsibility and consistently high service standards.

Malaysia’s presence at ITB reflects this shift, highlighting experiential travel, eco-tourism initiatives, gastronomy, and community-based projects across the federation.

The official ribbon-cutting ceremony on March 3 formally launched the Malaysia booth and reinforced the “Visit Malaysia 2026” campaign momentum. Representatives from Selangor, Langkawi Development Authority (LADA) and Malacca joined Tourism Malaysia’s Director General on stage for the opening moment.

After photographers captured the assembled delegation, the countdown began. On “three, two, one,” the ribbon was cut, officially opening the stand and kicking off three days of meetings with international buyers, tour operators and airline partners. All the exhibitors present, over 80 according to official sources, came on stage for the moment.

With broad state participation and a clear sustainability-driven message, Malaysia is demonstrating both unity and diversity at ITB Berlin 2026. The country is positioning itself as a mature, experience-led destination, ready to welcome global travelers seeking quality, purpose and authenticity in 2026 and beyond. Malaysia Tourism radiates confidence about its “Visit Malaysia 2026”…and rightly so!

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