Malaysia’s inbound arrival statistics for 2024 reveal strong double-digit growth from key European source markets, including the UK, Germany, France, and the Netherlands, compared to 2023. Notably, Germany, France, and the Netherlands have surpassed their pre-pandemic numbers, reflecting a full recovery.
Looking ahead, demand from Europe remains promising as Tourism Malaysia intensifies its promotional efforts across key markets. It is ramping up campaigns to boost Malaysia’s visibility, including the Visit Malaysia Year 2026 blitz, which aims to attract 35.6 million international tourists and generate 147.1 billion ringgit (US$33 billion) in tourism receipts.
Air connectivity between Malaysia and Europe is set to improve significantly with Malaysia Airlines resuming flights to Paris after a nine-year hiatus. Starting March 22, the national carrier will operate four weekly flights between Kuala Lumpur and Paris Charles de Gaulle using Airbus A350-900 aircraft, increasing to daily flights from March 29. This is Malaysia Airlines’ second European destination after London.
Izham Ismail, managing director of Malaysia Aviation Group, highlighted that Paris was selected to complement the London route, offering additional connectivity to Eastern Europe, North Africa, and South America.
Inbound travel agents are optimistic about this development.
Arokia Das, executive director of The Essence of Asia Tours and Travel, intends to seize the moment and promote Malaysia to both the French market as well as French-speaking African nations such as Algeria, Tunisia, and Ivory Coast. “Additionally, we plan to conduct sales calls in Prague and the Netherlands this year to re-educate outbound partners on Malaysia’s latest tourism developments,” said Arokia.
Saini Vermeulen, executive director of Within Earth Holidays (WEH), told TTG Asia that he now intends to appoint a sales representative in France to further attract French travellers to Malaysia and South-east Asia. He added: “We have forecasted a 20 per cent year-on-year increase in inbound business from Europe for 2025. This growth is largely attributed to the hard work of our sales representative based in Frankfurt, covering German-speaking markets and Eastern Europe.”
The Malaysian Association of Tour and Travel Agents (MATTA) is also deepening engagement with European outbound markets. Nigel Wong, MATTA president, is leading members of the Malaysian travel trade at ITB Berlin 2025 this week.
Following the tradeshow, the group will embark on a sales mission to Prague.
Additionally, MATTA plans to invite
key European outbound agents to join fam trips and business-matching sessions
in Malaysia.
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