DUBAI, May 5 (Bernama) — Firefly Holiday, billed as Malaysia’s first full-fledged travel portal now offering worldwide holiday packages with a do-it-yourself feature, was officially launched in conjunction with the ongoing Arabian Travel Market (ATM) 2010 here Wednesday.

Doing the honours was Malaysian Tourism Minister Datuk Seri Dr Ng Yen Yen, who also launched the 1Malaysia holiday packages offered by Malaysia Airlines.

“Firefly Holiday is ideal for the general traveller as it offers convenience from time of booking to point of arrival at the preferred destination,” she said at the event held at the Malaysia pavilion.

For tour operators, it provides one touch point for all ground arrangements.

“In essence, they are the online local partner, hence the convenience extends not only to the travellers but also to agents,” Dr Ng said.

Since its inception in April 2008, Firefly Holiday has evolved from offering Malaysian and regional packages only, to more than 100 Malaysia Airlines destinations worldwide via its international holiday packages.

Firefly Holiday is a subsidiary of Malaysia Airlines.

Firefly managing director Datuk Eddy Leong said: “We’ll be working aggressively with travel agents here at the ATM to partner with us and market Firefly Holiday to their customers.”

Since the commencement of its services into Singapore in July 2009, Firefly airline has since connected travellers from Singapore into various points of Malaysia, namely Kuala Lumpur via Subang, Terengganu, Ipoh and Kuantan.

Meanwhile, the “1Malaysia Summer Specials” are being offered by MASholidays, the travel arm of Malaysia Airlines.

The holiday packages start from as low as 2,446 dirhams (RM2,150) per person, inclusive of return economy class travel on Malaysia Airlines, four-day/three-night accommodation and daily breakfast.

The travel period is from now till July 31, 2010.

Merina Abu Tahir, Malaysia Airlines’ regional general manager for the Middle East, Africa and South America, said: “Customers have a choice of a wide array of destinations ranging from shopping in Kuala Lumpur to the sunny beaches of Penang and Langkawi as well as eco-tourism in Sabah and Sarawak.”

“For a wholesome experience of these destinations, customers can also choose from more than 55 optional tours available from as low as 41 dirhams (RM36) per person,” she added.