KUALA LUMPUR, 30 April 2024 — Tourism
Malaysia and Malaysia Aviation Group (MAG) have announced the signing of a
Memorandum of Understanding (MoU) today, marking a significant step for a
three-year partnership. This MoU signifies the commitment from both parties to
reinforce Malaysia as the gateway to Asia and beyond and positioning Malaysia
as a preferred tourist destination in the global economy.
The MoU was signed between Tourism Malaysia's Deputy
Director-General (Promotion II), Mr. Lee Tai Hung, and the Chief Commercial
Officer of Airlines (MAG), Mr. Dersenish Aresandiran. The ceremony was
witnessed by Tourism Malaysia's Director-General, Mr. Manoharan Periasamy, and
the Chief Executive Officer of Airlines (MAG), Mr. Ahmad Luqman Bin Mohd Azmi,
at the Sheraton Imperial Hotel, Kuala Lumpur.
The outlook for the Malaysian tourism industry in 2024 is
promising. To achieve a quick return on investment, the focus will be on the
main target markets contributing to the number of tourist arrivals, such as
ASEAN countries, West Asia, South Asia, and East Asia. One strategy is
enhancing air connectivity to provide tourists with more flight accessibility
to Malaysia.
This year, Malaysia aims to attract 27.3 million arrivals with
RM102.7 billion in tourism revenue. To achieve these targets, Tourism Malaysia
is proactively conducting promotional and marketing activities to empower the
‘Malaysia Truly Asia’ brand.
Mr. Manoharan Periasamy, Director-General of Tourism Malaysia,
stated that as Malaysia moves towards Visit Malaysia Year 2026 (VMY2026), the
country envisions welcoming 35.6 million tourists, generating target receipts
of RM147.1 billion.
“Tourism Malaysia and MAG will collaborate to leverage each
other’s strengths, providing more unrivalled services and seamless connections.
More joint activities are planned, including familiarisation trips to Malaysia,
marketing promotional activities, and advertising campaigns to feature Malaysia
as a preferred holiday destination on the global stage.”
Chief Executive Officer of Airlines (MAG) Mr. Ahmad Luqman bin
Mohd Azmi commented, “We look forward working with Tourism Malaysia, leveraging
our strengths as a national carrier and aviation hub to pursue sustainable
traffic growth in an increasingly competitive landscape. With our strong
network and track record of working with partners through trade and consumer
initiatives, we’re well-placed to support the nation’s tourism ambitions. This
partnership reinforces MAG’s commitment to supporting the goals of Visit
Malaysia Year 2026 (VMY2026) through positioning Malaysia as the gateway for
Asia and beyond.”
The MoU will lead to the development and implementation of a
three-year partnership program in key international markets, not just in the
leisure passenger segment but also in MICE and transit passengers. The
partnership will also anchor on Malaysia Airlines’ Bonus Side Trip (BST)
offering, which provides passengers with a complimentary flight to a domestic
destination on the Malaysia Airlines network, essentially providing passengers
the opportunity to experience what Malaysia has to offer. BST will be expanded
to include more exclusive deals curated to allow visitors to experience more of
the country's attractions, points of interest, and cultural wonders of
Malaysia.
The partnership will see Tourism Malaysia and MAG, through its
subsidiaries Malaysia Airlines and Firefly, collaborate on joint marketing and
promotional program activities for a three-year duration to mobilise efforts to
revive the country's tourism industry, particularly in the international
markets.
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