Malaysia Airlines has cemented its role as the national carrier by formalising a series of strategic partnerships with the nation’s state tourism boards during the recent MATTA Fair – Malaysia’s largest consumer travel showcase. These partnerships build on the airline’s signature Time For campaign, which is currently running across global markets including Australia, Europe, India, China and beyond — showcasing the unique stories of Malaysia through a series of activations. Together with the Bonus Side Trip (BST) programme, which allows international travellers to extend their journeys beyond gateway cities, Malaysia Airlines is strengthening the visibility of Malaysia’s diverse destinations on the world stage.
Through these initiatives, Malaysia Airlines aims to attract more international arrivals, deliver seamless, personalised, and rewarding travel experiences, and reinforce its ambition to position Malaysia as a premier hub in Asia ahead of Visit Malaysia Year 2026.
Dersenish Aresandiran, Chief Commercial Officer of Airlines from Malaysia Aviation Group (MAG) said, “Malaysia Airlines is more than a carrier; we are proud to carry the nation’s name across the skies and act as Malaysia’s storyteller to the world. By joining hands with our state tourism boards, we are unlocking new opportunities to grow tourism, empower local communities, and deliver world-class travel powered by digital innovation. As we prepare to welcome the world for Visit Malaysia Year 2026 (VMY2026), our mission is clear – to showcase Malaysia as a must-visit destination and ensure every journey with us is seamless, memorable, and proudly Malaysian.”
Langkawi Development Authority (LADA) - Elevating Langkawi’s Global Profile
Malaysia Airlines and LADA are set to formalise a two-year Memorandum of Understanding (MoU) in Q4 2025 to strengthen Langkawi’s position as one of Malaysia’s most iconic destinations. Building on the Bonus Side Trip (BST) programme and the recent Malaysia Airlines Trade Elevation Summit, the partnership will drive international arrivals and highlight Langkawi’s unique status as a UNESCO Global Geopark.
The collaboration underscores a shared commitment to sustainable tourism growth, with Langkawi promoted as the Jewel of Kedah on the global stage ahead of VMY2026.
Sarawak Tourism Board (STB) – Unlocking New Access to Sarawak
Through the partnership with STB, Malaysia Airlines will be extending its BST programme to include Kuching, unlocking the gateway to Sarawak’s cultural and natural treasures for international travellers. This targeted move is expected to boost arrivals from long-haul markets seeking authentic experiences.
By positioning Sarawak’s rainforests, biodiversity, and living culture on the global travel map, the partnership will not only draw visitors but also channel benefits to local communities, reinforcing Sarawak as a unique and competitive destination ahead of VMY2026.
Penang Global Tourism (PGT) – Elevating Penang as a Gateway to Asia
Malaysia Airlines officiated a partnership to establish Penang as a premier gateway and stopover destination. Currently a destination under the BST programme, both parties will launch joint marketing campaigns to further strengthen Penang’s visibility in key international markets.
With its world-famous heritage, food, and culture, Penang will be promoted as both a stand-alone destination and an essential part of wider itineraries across Malaysia, amplifying its role in attracting international arrivals during Visit Malaysia Year 2026.
Nation-Building Through Tourism and Marketing Excellence
As Malaysia’s national carrier, Malaysia Airlines continues to play an integral role in shaping the country’s global identity and supporting economic progress. The BST programme exemplifies this mission by encouraging international travellers to explore beyond gateway cities and discover Malaysia’s diverse secondary destinations.
These partnerships not only strengthen the tourism ecosystem but
also reinforce Malaysia Airlines’ nation-building agenda – championing
collaboration, celebrating cultural diversity, and ensuring that tourism
remains a powerful driver of growth and pride for the nation.
-Malaysia Airlines.
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