Exploring Malaysia’s natural and cultural diversity

The IFTM trade show took place from 20 to 22 September 2022, in Paris, and gathered thousands of travel professionals from all over the world. In an interview, Libra Hanif, director of Tourism Malaysia discussed the importance of sustainable tourism in our fast-changing world.

The green paths © FMM

Also known as the Land of the Beautiful Islands, Malaysia’s landscape and cultural diversity is almost unmatched on the planet. Those qualities were all put on display at the Malaysian stand during the IFTM trade show.

Libra Hanif, director of Tourism Malaysia, explained the appeal of the country as well as the importance of promoting sustainable tourism today: “Sustainable travel is a major trend now, with the changes that are happening post-covid. People want to get close to nature, to get close to people. So Malaysia being a multicultural and diverse [country] with a lot of natural environments, we felt that it’s a good thing for us to promote Malaysia.”

Malaysia has also gained fame in recent years, through its numerous UNESCO World Heritage Sites, which include Kinabalu Park and the Archaeological Heritage of the Lenggong Valley.

Green mobility has also become an integral part of tourism in Malaysia, with an increasing number of people using bikes to discover the country: “If you are a little more adventurous, we have the mountain back trails where you can cut across gazetted trails to see the natural attractions and the wildlife that we have in Malaysia,'' says Hanif. “If you are not that adventurous, you’ll be looking for relaxing cycling. We also have countryside spots, where you can see all the scenery in a relaxing session.”

With more than 25,000 visitors at this IFTM trade show this year, Malaysia’s tourism board got to showcase the best the country and its people have to offer.

In partnership with Malaysia Tourism Promotion Board. For more information about Malaysia, click here.