Malaysia’s ambassador to Germany Datin Paduka Dr Adina Kamarudin said German tourists increased from 57,780 in 2022 to 125,987 last year – a 100 per cent hike.

She attributed this to several factors. “Firstly, despite the sluggish economy globally, there is an insatiable rise in experience seekers. And what is apparent is the changing face of the traveller in that we have an emerging generation of younger, diverse and empowered travellers,” Dr Adina said.

In her presentation for Malaysian co-exhibitors pre-ITB Berlin 2024 at the Embassy in Berlin, she also highlighted the power of personalisation in catering to the needs of travellers.

“In other words, tour and travel agents must come up with tourism brands that tap into the consumers’ varied passions. 

“For example, niche tourism, like wellness, spa treatment, luxury, eco-tourism, sports and adventure. All these are personalised in nature,” she said.

The ITB Berlin is a “one-stop centre” for travel agents, tour operators, travellers to explore tourism products and services and tour packages offered by existing and (new) travel destinations. 

On climate change and sustainability trends in travel, Dr Adina foresees the railway system leading the transition to climate-friendly travel not only in Europe but also other parts of the world.

“However, this is only possible with the development of good rail infrastructure to connect key travel destinations.” 

Earlier in Budapest, Sabah Minister of Tourism, Culture and Environment Datuk Christina Liew and Hungarian Tourism Agency (HTA) International Relations Program Director Dr Marta Fazekas agreed that the meeting between HTA and Sabah counterpart (Sabah Tourism Board or STB) marked the beginning of a fruitful collaboration.

“We are enthusiastic about the potential for collaboration with STB and believe that by joining forces, we can create innovative tourism experiences that highlight the best of what both our regions have to offer,” said Dr Fazekas.

Liew said she looked forward to discussions (via online) between officials from Hungarian agency and STB on potential partnerships.

Liew believes opportunities abound in potential collaboration between the HTA and STB, particularly cultural exchange and eco-tourism. 

 Liew noted some commonalities between Sabah and Hungary in respect of responsible and sustainable tourism. “Both have hot springs as natural wonders of the Earth.

Amazingly, Hungary is endowed with 1,500 hot springs. We also have a shared vision on environmental preservation.”

Dr Fazekas said Hungary’s hot springs are natural treasures and a significant draw for tourists, including from neighbouring European countries.

Hot springs are famed for their therapeutic properties and form an integral part of Hungary’s rich spa culture, which dates back to Roman times.

Dr Fazekas said promotion of Hungary’s hot springs is carried out with the utmost respect for environmental sustainability and cultural heritage, ensuring they can be enjoyed by generations to come. 

“Our agency actively markets these unique attractions through various channels, highlighting not only their health and wellness benefits but also their cultural significance and the beauty of their surroundings.”

The Hungarian Tourism Agency works closely with local municipalities, spa operators, and environmental experts to ensure that these natural resources are managed responsibly.

“This includes maintaining high standards of cleanliness and safety, preserving the natural environment surrounding the springs, and investing in infrastructure that ensures sustainable access to these attractions.”