Nature, wildlife, heritage, gastronomy and urban tourism attractions highlighted at largest travel event in the Netherlands
PETALINGJAYA: Tourism Malaysia launched the “Calendar of Events 2026” in conjunction with Visit Malaysia 2026 (VM2026) at the Malaysia Pavilion during Vakantiebeurs 2026, held at Jaarbeurs Utrecht in the Netherlands.
Vakantiebeurs, which is held in the Benelux region and is the largest travel event in the country, attracts more than 72,000 visitors annually and serves as an important platform for promoting Malaysia to the Dutch travel market.
Tourism Malaysia said the event, which ran from Jan 8 to 11, showcased Malaysia’s diverse tourism offerings, including nature, wildlife, heritage, gastronomy and urban experiences.
Among the highlights were a cooking demonstration by award-winning Malaysian chef Norman Musa alongside several cultural performances and destination presentations promoting Malaysia’s rich traditions and travel experiences.
A major draw for visitors was a special consumer segment that was sponsored by Turkish Airlines in collaboration with Pangea Travel.
The initiative offered participants a chance to win an eight-day holiday to Malaysia for two, inclusive of the international return flights.
The prize package also features visits to Kuala Lumpur, Taman Negara, Cameron Highlands and Malacca, complemented by car rental service, providing a comprehensive introduction to Malaysia’s diverse destinations.
The soft launch ceremony was officiated by Malaysian Ambassador to the Kingdom of the Netherlands Datuk Roseli Abdul and Tourism Malaysia The Hague director Sharifah Hafsya.
Led by Tourism Malaysia with participation from the Sarawak Tourism Board, Dutch tour operators Pangea Travel, Dim Sum Reizen and Nomaya Travel as well as Mike Bikes and Turkish Airlines, the Malaysia Pavilion showed strong collaboration efforts between Malaysian and Dutch tourism stakeholders.
From January to November 2025, Malaysia recorded 92,405 visitor arrivals from the Netherlands, representing a 7.4% increase compared with the same period in the previous year.
“This growth underscores the Netherlands’ continued significance as a key source market and supports Tourism Malaysia’s strategic focus on the Dutch market in the lead-up to the Visit Malaysia 2026.”
Tourism Malaysia, which is also known as the Malaysia Tourism Promotion Board, is an agency under the Tourism, Arts and Culture Malaysia Ministry.
It focuses on promoting Malaysia as a preferred tourism destination and plays a significant role in strengthening the country’s presence and competitiveness in the global tourism landscape.
VM2026 underscores Malaysia’s commitment to sustainable tourism development, in line with the UN Sustainable Development Goals.
The campaign aims to showcase the nation’s diverse natural attractions, rich cultural heritage and vibrant tourism offerings, while driving inclusive growth and long-term value for local communities and industry stakeholders.
For enquiries, please contact Seetha at [email protected] or 03-8891 8359, or Norshariza at [email protected] or 03-8891 8775. More information may be obtained at www.tourism.gov.my and Tourism Malaysia’s social media accounts on Facebook, Instagram, X, YouTube and TikTok.
