By Roy Lie Atjam
Utrecht, 8 January 2025—Tourism Malaysia showcased the country at the 54th Vakantiebeurs holiday fair, a key event for promoting Malaysia to the Dutch market. Held from 8 to 12 January 2025 at Jaarbeurs in Utrecht, this is the largest travel fair in the Benelux region.
Tourism Malaysia collaborated with the Sarawak Tourism Board and local operators like Pangea Travel and Miki Travels to position Malaysia as a top holiday destination.
Representatives from Mulu National Park and Mike Bikes highlighted thrilling activities available in the country. With over 70,000 visitors last year, Vakantiebeurs provides excellent networking opportunities for the travel industry.
The event’s consumer days inspire the public with valuable holiday planning information. The Tourism Malaysia Pavilion featured engaging activities, including cooking demonstrations and cultural performances. Daily presentations offered insights into Malaysia, while a Malaysia-themed quiz allowed attendees to win exciting prizes.
On the trade day, Tourism Malaysia’s booth was proudly inaugurated by H.E. Dato’ Roseli Abdul, the Ambassador of Malaysia in the Kingdom of the Netherlands. This year, the fair is set to host over 60 industry partners for a remarkable soft launch, including airlines, tour operators, travel agents, and travel media representatives. Tourism Malaysia confidently showcased a diverse range of destinations and products from across the country, with a special emphasis on Kuala Kubu Bharu—a hidden gem renowned for its adventure and heritage.
The Sarawak Tourism Board, in partnership with Mulu National Park, effectively highlighted the park’s extraordinary offerings, including its prestigious status as a UNESCO World Heritage Site.
Pangea Travel, a local co-exhibitor, proudly launched the Pangea Foundation, a non-profit initiative aimed at supporting impactful projects. During the event, attendees were introduced to KOPEL, a Malaysian-based project dedicated to preserving the natural environment around the Lower Kinabatangan and improving the livelihoods of local communities in the region.
According to preliminary statistics, Malaysia welcomed 77,117 Dutch tourists between January and November 2024, marking a 22.4% increase compared to the same period in the previous year. The Netherlands continues to be a key market for Malaysia, with an average length of stay of 9.9 nights in 2023, reflecting the potential for further growth.
With the recent launch of the Visit Malaysia 2026 (VM2026) campaign, Malaysia aims to boost international tourist arrivals, projecting 35.6 million arrivals and RM147.1 billion in tourism receipts by 2026.
