TravTalk Middle East Online Magazine
Nuwal Fadhilah Ku Azmi, Director, International Promotion Division, North and East Asia, Tourism Malaysia and Mohd Amirul Rizal Abdul Rahim, Head of Secretariat, Visit Malaysia 2026, in a special interview with TRAVTALK, share that the Middle East is their key target market and various efforts are being made to intensify business in priority markets like the GCC.
TT Bureau
Tourism Malaysia is planning a special event on World Tourism Day in September this year to connect Malaysian sellers with international buyers and media to promote Visit Malaysia 2026, a major initiative to promote the country as a premier tourist destination.
They have launched a series of sales missions and workshops for this, including recent promotional tours in India, China and the Middle East, such as the Arabian Travel Market (ATM) and missions to Jeddah and Riyadh. Post-COVID, the push is clear: re-establish Malaysia’s presence in under-engaged regions and aggressively market the country as a top tourism destination. With 2026 on the horizon, Malaysia is going “all out” to ensure the campaign’s success. Ku Azmi said that Malaysia is ramping up its preparations for the Visit Malaysia 2026 campaign, with major initiatives already underway this year. A national priority, the campaign brings together strategic partners from across the hospitality and tourism industry—including hotels, airlines and media platforms—to amplify Malaysia’s brand on the global stage.
“Among the key highlights is Global Meet, a business-to-business (B2B) platform taking place later this year. The event will connect Malaysian tourism sellers with international buyers and media, aiming to boost global awareness and drive business opportunities ahead of 2026. Additionally, Malaysia will host World Tourism Day in Melaka this September, further showcasing its readiness and commitment. Efforts are being intensified in priority markets. While neighbouring countries remain strong contributors to tourist arrivals, Malaysia is expanding its focus to China, India, and notably the Middle East—aligning with the Prime Minister’s regional engagement efforts. Long-haul markets like Europe are also a renewed priority,” she explained.
As the head of the secretariat, Abdul Rahim, shared the importance of the Middle Eastern tourists, as they are the ones who spend over one week in Malaysia, which is one of the main source markets.
