Tourism Malaysia has successfully completed its Tourism Sales Mission to
Switzerland and Poland. Led by YB Dato Sri Tiong King Sing, Minister of
Tourism, Arts and Culture Malaysia, and Datuk Manoharan Periasamy, Director
General of Tourism Malaysia, the mission attracted over 140 industry
representatives in Switzerland and more than 120 participants in Poland.
The sales mission featured destinations and Malaysia My Second Home
(MM2H) Seminar, B2B Networking, and VM 2026 launching on Malaysia Food and
Culture together with MM2H programme promotions. 14 Malaysian organisations
joined the mission, including travel agencies, hotels, airlines, and MM2H
agents.
Meetings were also held with Swiss International Air Lines,
Edelweiss Air, LOT Polish Airlines, tourism associations, and major tour
operators to strengthen cooperation and boost tourist arrivals.
Among the discussions made were on direct connectivity into
Malaysia, charter flights, eco-tourism, MM2H programme, adventure tourism,
destination highlights such as Langkawi, Belum Rainforest, Desaru Coast, Sabah,
Sarawak, Sipadan, and collaboration on improving the travel advisories related
to Malaysia.
In 2024, Malaysia welcomed 31,169 visitors from Switzerland (+20.8%)
and 40,129 from Poland (+70.8%). The growth continued in the first half of
2025, with 17,104 Swiss and 26,878 Polish tourists. With steady growth from
Switzerland and new charter flights from Poland to Langkawi, the mission has
created a strong foundation to increase arrivals from both markets.
-Tourism Malaysia.
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