LAHORE  - Tourism Malaysia is organising four-day travel mart in Lahore from March 5 to attract more tourists from Pakistan to visit Malaysia, said a spokesman yesterday.

Nine organisations from Malaysia are participating in the travel mart, comprising a good mix of hotels and resorts, and travel agents.

Tourism Malaysia Director General Datuk Seri Mirza Mohammad Taiyab, who is leading the event, will meet key travel agents to discuss and explore all areas for collaboration to attract more Pakistani tourists to Malaysia.

Tourism Malaysia will also hold a joint seminar with Sabah Tourism Board on March 7 to update the Pakistani tourism trade members on Malaysia’s new tourism developments and attractions.

The promotional effort in Pakistan is organised to leverage on Malindo Air’s new Lahore-Kuala Lumpur route, which is commencing its flight from Thursday (today). Tourism Malaysia has emerged as a major player in the international tourism scene with 27.4 million tourist arrivals and RM 72 billion in receipts, making tourism its second largest foreign exchange earner.

In 2015, Malaysia recorded a total of 66,400 tourists from Pakistan and they are eying a lot more to help secure Malaysia’s position as a leading tourist destination and achieve the country’s target of 36 million tourist arrivals and RM 168 billion in receipts by 2020.