Selangor Strengthens Its Position In European Travel Market At Feria Internacional De Turismo (Fitur) 2022

Tourism Selangor, the Official Tourism Promotion Agency of Selangor State had participated in Feria Internacional de Turismo (FITUR) 2022 under the umbrella of Tourism Malaysia from January 19th until 23rd, 2022 in Madrid, Spain.

Selangor’s delegation was headed by Y.B. Tuan Hee Loy Sian, Selangor State’s Executive Council Member of Tourism and Environment, alongside Mr. Azrul Shah Mohamad, Chief Executive Officer of Tourism Selangor, and Selangor’s tourism officers.

Tourism Selangor’s participation in FITUR 2022 was aimed towards further-positioning Selangor on the global map, especially in Europe.The European travel market was one of the key contributors in regard to the international tourist arrivals to Selangor pre-pandemic. However, the State is optimistic, the declining graph of tourist arrivals into the State is expected to showcase a positive upward momentum once travel ban has been lifted. Thus, FITUR 2022 marked Tourism Selangor’s first embark in overseas Sales Missions as a kick-start to 2022 following its vision in ensuring the sustainability of the State’s tourism.

Y.B. Tuan Hee Loy Sian in a statement shared, “The recovery plan for Selangor’s tourism in 2022 upholds the vision of “Safe and Sustainable Tourism”. As tourism is severely-affected by Covid-19, a thorough and comprehensive Recovery Plan should be executed which emphasizes on “Safe Travel” and “Safe Tourism”. The Recovery Plan should also give weightage onto safety, digital transformation, sustainability and business survival, as well as impact the whole of Selangor’s tourism eco-system”.

“Moving forward, Tourism Selangor will focus on the development of integrated tourism packages catered accordingly to market demands and respective travel audience. These packages are varied; from eco-tourism, eco adventure, honeymoon, educational, to golf packages”.

“Hence, it is crucial to establish collaborations with the tourism industry players in Selangor, towards offering the best travel deals which appeal to the public. In addition, Tourism Selangor will from time to time enhance its Tourism Directory on its official website;, and will update information across its social media sites in various languages”, added Y.B. Tuan Hee Loy Sian.

Travel Trends

With strength in diverse tourism segmentations, Selangor is a perfect destination for urban experiences, as well as for the quest of tranquillity and the serenity of nature. The travel trends by European tourists in Selangor are inclined towards Experiential Tourism, Eco-tourism and Extreme Adventure Sport activities. Some of the popular tourist destinations include such Sky Mirror, Kuala Selangor, Skytrex Adventure, Sg Chongkak, Jungle School Gombak, Mah Meri Cultural Village, Sijangkang Village Mangrove Recreation Park, Sirip Biru Jetty (Sirip Biru Recreation Club), Homestay Sg Sireh, Kuala Selangor, and Kuala Kubu Bharu, which is the go-to Town for tubing, white-water rafting and paragliding activities.

“Splendid Selangor, Take Me Anywhere” Campaign

Tourism Selangor introduced its “Splendid Selangor, Take Me Anywhere” in Madrid for FITUR 2022. The Campaign is geared towards positioning Selangor on the global map, especially driven by international Media coverage and social media postings by international travellers. It also warps around the idea of portraying Selangor as a well-rounded destination of joy. The initiatives include the usage of the #SplendidSelangor and #TakeMeAnywhere hashtags on social media to establish a significant branding of Selangor as a prominent travel destination in South-East Asia.


Selangor truly has it all. The State, which is located in the heart of Malaysia, is home to modern skyscrapers to the lush greens and beyond. With the right balance of nature versus leisure, Selangor is a destination of choice to European travellers. The State of Selangor through Tourism Selangor is determined in tapping into the European travel market which poses a high potential in contributing towards an influx of tourists into Selangor once the much-anticipated international travels are finally re-allowed. Tourism Selangor is also open to any FAM Trip programme proposals involving the Media, KOLs and travel agencies from Spain and other European countries to the State, once the rainbow emerges after the storm.

Watch the space at Selangor.Travel for more information on the latest tourism attractions in Selangor and a series of travel articles up for some head-ups on what Selangor has to offer.

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