KUALA LUMPUR: The 4th Malaysia International Durian & Cultural Fest 2024 (MIDCF) kicked off with the aim to promote durian and Malaysian culture on the international stage.
Tourism Malaysia director-general Datuk Manoharan Periasamy expressed hope that durian could be celebrated globally as "DurianFest" or "Durian Day", attracting more tourists and durian enthusiasts from around the world to visit Malaysia.
"Last year, Malaysia exported RM2 billion worth of fruits, with durians accounting for 56 per cent of the total export.
"Malaysia harvested 455,458 tonnes of durians, and we expect an 11 per cent increase to 505,853 tonnes by 2025.
"As we prepare for Visit Malaysia 2026, in the spirit of Malaysia Madani, we are working together to enhance the value of our tourism offerings," he said in a statement.
MIDCF, organised by DKING (Duricious Sdn Bhd), was officiated by Manoharan, with supermodel Amber Chia serving as the festival's brand ambassador.
Running from Sept 11 to 16, 2024, the festival is a grand celebration of the Malaysian durian, often hailed as the "King of Fruits".
More than just a durian buffet, MIDCF also aims to promote agro-tourism by showcasing the agricultural practices involved in durian cultivation.
Visitors will gain insights into durian farming, as well as the opportunity to savour traditional Malaysian dishes.
The festival also offers a taste of kampung life, with farm homestay experiences available.
DKING and MIDCF founder, Leron Yee, said they welcomed over 700 visitors from China on the first day and expect around 3,000 locals and 900 international visitors by the end of the festival.