Selangor promises “Surprisingly Unique Experiences”
- BT
- 36 minutes ago
- 2 min read
BERLIN, GERMANY, 5 March 2026 — Selangor yesterday officially launched its Visit Selangor Year 2026 packages, “Selangor's Surprisingly Unique Experiences”, at the Malaysia Pavilion during ITB Berlin 2026. The announcement was made by Tourism Selangor Chief Executive Officer, Chua Yee Ling, before an audience of European trade and media partners.
The campaign arrives on the back of an outstanding 2025 for Selangor's tourism sector. The state welcomed 8.42 million tourist arrivals last year, surpassing its initial target of 8 million. Capitalising on that success, the Visit Selangor campaign has now been extended into 2026, running in tandem with the national Visit Malaysia 2026 initiative.
"This campaign reinforces Selangor's commitment to quality, responsible and experience-driven tourism," said Chua when speaking at the launch event, adding that it “positions Selangor not just as a gateway to Malaysia, but as a destination in its own right."
Selangor has long been regarded as little more than a transit point, thanks largely to its proximity to Kuala Lumpur International Airport (KLIA). Tourism Selangor is now making a clear and deliberate case against that perception. From geological wonders and rainforest trails to colonial towns and community-rooted experiences, the state has a compelling story to tell, and this campaign is how it intends to tell it.
For this campaign, Selangor Tourism is collaborating with Dusky Leaf Adventures, the first Malaysian tour operator to be certified by the Global Sustainable Tourism Council (GSTC). Together, the two organisations have curated a series of experiences designed with the European traveller specifically in mind.
"These experiences are specially tailored for the European market — focusing on authenticity, sustainability, and meaningful engagement," Chua explained.
The partnership is reinforced by a common goal to protect natural ecosystems, preserve cultural and heritage sites, empower local communities, and align with global sustainability standards. These values resonate strongly with today's conscientious traveller.
Together with its existing lineup of curated experiences, Tourism Selangor is introducing two new destinations this year:
Batu Arang: A former coal mining town that retains much of its industrial heritage, colonial-era architecture, and a quiet, nostalgic small-town charm that feels worlds away from the bustle of the city.
Gombak: Part of the Gombak Hulu Langat Geopark, this destination offers striking geological formations, lush forest ecosystems, and a rich cultural significance tied to the land and its communities.
Together, these additions deepen Selangor's offering, giving visitors, especially those from Europe, a more textured and authentic experience of the state's natural and cultural richness.
The choice to launch at ITB Berlin, a platform that draws travel industry professionals from around the world, signals Selangor's growing international ambitions. With the backing of Tourism Malaysia and a strong network of industry partners, the state is firmly staking its claim as a destination worth seeking out.
"Selangor is ready to offer experiences that are authentic, responsible and surprisingly unique. We look forward to welcoming more European travellers to discover Selangor in 2026 and beyond," Chua concluded.
