Group and Tourism Malaysia Forge New Partnership to Boost Regional Tourism Group and Tourism Malaysia Forge New Partnership to Boost Regional Tourism Group and Tourism Malaysia sign a Memorandum of Collaboration to promote tourism across the Asia Pacific. This strategic partnership aims to enhance Malaysia’s profile as a top tourist destination. Group, a leading global travel service provider, proudly announces the signing of a Memorandum of Collaboration with Tourism Malaysia on May 29, 2024, during the ITB China trade show. This strategic partnership is poised to revolutionize tourism promotion in the Asia Pacific region.

Key Figures in the Collaboration

The collaboration was formalized by:

  • Mr. Edison Chen, Vice President of Destination Marketing & Strategic Alliances at Group.
  • Mr. Eric Choy, CEO of Harley Travel Sdn Bhd, representing Tourism Malaysia.
  • Mr. Manoharan Periasamy, Director General of Tourism Malaysia, and Ms. Stephane Thong, General Manager of Malaysia, were present to witness the signing.

Expanding Horizons: Beyond China to Asia Pacific

This three-year collaboration aims to extend their existing efforts beyond China into the wider Asia Pacific region. Leveraging Group’s extensive global resources, the focus will be on attracting more Chinese and international visitors to Malaysia. This involves comprehensive marketing initiatives, including:

  • Key product promotions, particularly for hotels and attractions.
  • Promotion of various regions within Malaysia, such as Johor and Sarawak.

Celebrating 50 Years of Diplomatic Relations

Coinciding with the 50th anniversary of diplomatic relations between China and Malaysia, Harley Travel, in collaboration with and the Ministry of Tourism, plans to promote tourism between the two countries, capitalizing on the visa-free travel arrangement.

Insights from Industry Leaders

Mr. Edison Chen emphasized the significance of Malaysia as a diverse tourist destination:

“Based on our data, Kota Kinabalu, Penang, Langkawi, and Semporna are among the most popular Malaysian cities for travellers globally. Tourism to Malaysia has surged since the visa-free travel arrangement with China, and we are dedicated to enhancing Malaysia’s profile as a premier tourist destination.”

Mr. Manoharan Periasamy highlighted the success of their ongoing partnership:

“The signing of this partnership signifies another milestone in our collaboration with Group. This expansion to cover the entire Asia Pacific region demonstrates the success of our efforts. We are excited to enhance our tourism promotion to other regional markets and showcase Malaysia’s rich offerings.”

Visit Malaysia 2026: Strategic Roadmap

Tourism Malaysia recently unveiled its strategic roadmap for Visit Malaysia 2026, targeting 35.6 million international tourist arrivals and MYR147.1 billion in tourist expenditure. Key initiatives include:

  • Branding and marketing campaigns.
  • Strategic partnerships for joint promotions and tactical campaigns.
  • Market segmentation to attract diverse tourist demographics.

Data-Driven Tourism Insights

According to Group’s data, Malaysia ranks as a top destination for Chinese tourists. During the Labour Day holiday, Tawau, known for its cocoa production and unique land and sea experiences, was among the top five most popular Malaysian cities for Chinese travellers.

Key Malaysian Destinations

Kota KinabaluGateway to Mount Kinabalu and beautiful beaches
PenangRenowned for its culinary delights and cultural heritage
LangkawiFamous for its pristine beaches and duty-free shopping
SempornaGateway to world-class diving sites in Sipadan Island
TawauKnown for its cocoa production and dual land-sea experiences

This collaboration marks a significant step towards positioning Malaysia as a top-tier destination for tourists across the Asia Pacific region. By leveraging strategic partnerships and innovative marketing, Malaysia is set to welcome a new wave of international visitors, boosting its tourism industry to new heights.

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