MEDIA RELEASE
For Immediate Release
BERLIN, Germany, 5th March 2026 — The State Government of Selangor, through Tourism Selangor, has introduced a new heritage and cultural tourism package, “Selangor Surprisingly Unique Experiences”, at ITB Berlin 2026, strengthening its engagement with the European travel market.
The newly curated package is the result of a strategic collaboration between Tourism Selangor and Dusky Leaf Adventures Sdn. Bhd., following discussions held in Berlin during last year’s edition of the trade fair. The initiative underscores Selangor’s ongoing commitment in developing community-based tourism products centred on authentic, immersive experiences.
“Selangor Surprisingly Unique Experiences” connects international travellers with local communities across the state, highlighting distinctive traditions and living heritage. Among the featured activities are traditional wau kapal kite demonstrations in Kuala Selangor, gasing pangkah competitions in Kuala Langat, vibrant Kuda Kepang performances in Sabak Bernam, hands-on preparation of nasi ambeng in Hulu Langat and the heritage walk trail around Batu Arang’s Geosites.
Chua Yee Ling, Chief Executive Officer of Tourism Selangor, said the package will be promoted to more than 100 travel agencies across Malaysia and Europe, with the potential to attract over 35,000 European visitors to Selangor throughout the campaign period, ending in 2027.
“Tourism Selangor’s participation in ITB Berlin 2026 for the 8th year also serves as an international platform to announce the continuation of the Visit Selangor Year 2026 campaign with the slogan “Surprising Selangor”. This international launch reflects Selangor’s determination to expand its promotional reach to the European market.”
“This initiative is also reinforced by the launch of the Gombak–Hulu Langat (GHL) Geopark tourism package at ITB Berlin 2026. GHL Geopark has developed a tourism package covering 20 geo-sites in both Districts in collaboration with the Tourism Malaysia Package Development Department and the Destination Management Company (DMC)”, she added.
The event also served as an international platform to announce the continuation of the Visit Selangor Year 2026 campaign, themed “Surprising Selangor.” The overseas launch reflects the state’s strategic focus on expanding its promotional footprint within the European market.
In 2025, Selangor recorded 238,695 tourist arrivals from Europe. For 2026, the state is targeting a 20 percent increase in European tourist inflow, supported by intensified promotional efforts and the introduction of more experience-driven tourism products.
This year’s participation also features collaboration with several local authorities, including the Hulu Selangor Municipal Council and Kuala Selangor Municipal Council, to showcase small and medium enterprise (SME) products, cultural attractions, heritage sites and unique tourism offerings from their respective districts.
Through its continued presence at ITB Berlin, Tourism Selangor remains committed to positioning Selangor as a preferred gateway for European travellers to Malaysia, while driving sustainable and inclusive growth within the state’s tourism sector.
—END—
