Tourism Expo Japan (TEJ) 2026: Malaysia Highlights Its Destinations And Experiences, Intensifying Japan Promotions

 

TOKYO, JAPAN – Malaysia is strengthening its tourism presence in the Japanese market through its participation in Tourism Expo Japan (TEJ) 2026, with the Malaysia Pavilion officially opened today at Tokyo Big Sight, showcasing the country’s diverse tourism products, destinations and experiences.

The Malaysia Pavilion was officially launched by Mr Lee Thai Hung, Deputy Director General (Promotions II) of Tourism Malaysia, in the presence of Mr. Zainal Azlan Mohd Nadzir, Deputy Chief of Mission / Minister, Embassy of Malaysia, Tokyo, Malaysian tourism industry representatives and Japanese tourism industry stakeholders.

Malaysia’s participation at TEJ 2026 also featured several key initiatives aimed at strengthening Malaysia–Japan tourism cooperation, including the signing of a Memorandum of Cooperation (MoC) between Tourism Malaysia and JTB Corporation, the launch of Edu+ 2.0 in collaboration with the National Association of Private Education Institutions (NAPEI), and the launch of the Malaysia Gourmet Book, “Tabetai, Aitai, Malaysia”, highlighting Malaysia’s diverse culinary offerings and gastronomic experiences.

-Tourism Malaysia.

Sabah Tourism Board Welcomes Direct Charter Flight from Matsuyama, Japan

 

Kota Kinabalu, 19 September 2026 – Sabah Tourism is proud to welcome flight MH8991 carrying passengers from Matsuyama, Japan, as it touches down at Kota Kinabalu International Airport (KKIA) at 1.10 pm. The full flight of 140 passengers was greeted with a welcoming garland ceremony at the airport.

This charter flight marks a significant milestone in our ongoing efforts to promote Sabah in the Japanese market, connecting Matsuyama City directly to Kota Kinabalu. This initiative opens up future opportunities for travelers from this region of Japan to experience Sabah's rich biodiversity, nature and wildlife reserves, and unique cultural attractions.

This positive development underscores the growing confidence in Sabah as a premier travel destination and reinforces our commitment to sustainable growth in the tourism sector.

-Sabah Tourism Board.

Tourism Malaysia And ZIPAIR Strengthen Tourism Ties Ahead Of New Direct Service

 

PUTRAJAYA, 7 September 2026 | Mr. Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia, received a courtesy call from Mr. Yasuhiro FUKUDA, President and CEO of ZIPAIR, together with the delegation today, in conjunction with ZIPAIR’s upcoming Narita–Kuala Lumpur (NRT–KUL) route, scheduled to commence operations on 20 October 2026.

The daily service will operate seven times weekly, with an estimated arrival time in Kuala Lumpur at 11.40 p.m. The route will be operated using Boeing 787-9 aircraft, with a seating capacity of approximately 290 passengers per flight.

The discussion also explored potential collaboration involving Pokémon-related activities in Malaysia, with a view to enhancing Malaysia’s appeal as a destination for Japanese visitors.

The new NRT–KUL service is expected to strengthen air connectivity and support efforts to increase arrivals from the Japanese market. From January to June 2026, Malaysia recorded 200,579 Japanese visitors, a 7.2% increase from 187,069 visitors during the same period in 2025.

-Tourism Malaysia.

Malaysia–Japan Connectivity Enhanced With Malaysia Airlines’ Inaugural Fukuoka–Kuala Lumpur Direct Flight

 

KUALA LUMPUR — Tourism Malaysia warmly welcomed the inaugural arrival of Malaysia Airlines’ direct flight service from Fukuoka to Kuala Lumpur at Kuala Lumpur International Airport (KLIA) Terminal 1 today, marking a significant milestone in strengthening air connectivity between Malaysia and Japan. The new service opens a gateway for travellers from Kyushu and the surrounding regions to experience Malaysia during Visit Malaysia 2026–2027 (VM2026–2027) and beyond. 

The inaugural Malaysia Airlines flight from Fukuoka International Airport was accorded a ceremonial welcome upon arrival at KLIA. The ceremony was attended by Madam Nuwal Fadhilah Ku Azmi, Senior Director, International Promotion Division (Asia & Africa), Tourism Malaysia; Mr George Low, Head of Eastern Region Commercial Sales, Malaysia Airlines Group (MAG); and representative from MAHB. 

The Fukuoka–Kuala Lumpur service operates five times weekly using Boeing 737-8 aircraft with 174 seats per flight. With a flight duration of approximately six hours and forty-five minutes, the direct service provides a convenient travel option for visitors from Fukuoka, the wider Kyushu region, and surrounding areas to Malaysia. 

The route also marks Malaysia Airlines’ third gateway in Japan, complementing its existing services from Tokyo and Osaka. The expanded network is expected to encourage increased visitor arrivals from Japan, strengthen Malaysia’s position as an accessible destination for the Japanese market, and support enhanced tourism, business, educational, and people-to-people exchanges between Malaysia and Japan. 

Mr Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia, said, “The commencement of this direct service is a positive development for Malaysia’s tourism industry as it further strengthens our connectivity with Japan. Fukuoka and the wider Kyushu region represent an important market with significant potential for Malaysia, particularly in attracting visitors interested in leisure, culture and heritage, nature and ecotourism, gastronomy, and education tourism.” 

“Improved air connectivity is fundamental to facilitating visitor flows and creating greater opportunities for tourism cooperation. Tourism Malaysia will continue to work closely with our airline and industry partners to maximise the potential of this new route and promote Malaysia as a preferred destination among travellers from Fukuoka and surrounding prefectures,” added Mr Mohd Amirul Rizal Abdul Rahim. 

The new service also supports the objectives of VM2026–2027, which seeks to position Malaysia as a preferred and sustainable destination while showcasing the country’s diverse tourism assets and experiences to international travellers. Beyond leisure tourism, the enhanced connectivity is expected to facilitate greater movement of students, educators, education agents and academic groups between Japan and Malaysia, contributing to the development of education tourism and broader institutional linkages. 

The commencement of the Fukuoka–Kuala Lumpur service is also timely as Malaysia and Japan look towards 2027, which marks the 70th anniversary of diplomatic relations between the two countries. The milestone provides further opportunities to deepen the longstanding bilateral relationship and strengthen people-to-people ties through tourism, travel, education, and cultural exchanges. 

From January to June 2026, Malaysia recorded 200,579 visitors from Japan, a 7.2 per cent increase compared with 187,069 visitors during the same period in 2025. As of August 2026, air connectivity between Japan and Malaysia comprised 78 flight frequencies with 20,321 seats per week, further underscoring the importance of continued collaboration with airlines to expand capacity and stimulate travel demand. 

Tourism Malaysia remains committed to strengthening strategic partnerships with airlines and tourism industry stakeholders in Japan to expand connectivity, stimulate visitor demand, and support the sustainable growth of tourism between Malaysia and Japan.

-Tourism Malaysia.

Malaysia Airlines returns to Fukuoka

 

KUALA LUMPUR: Malaysia Airlines has resumed direct flights between Kuala Lumpur and Fukuoka, strengthening its network in Japan and restoring the only direct air link between the two cities. 

In a statement, the national carrier said the service will operate up to five times weekly, bringing its total frequency to Japan to 26 flights a week, alongside its existing services to Tokyo via Narita, and Osaka. 

The inaugural flight MH56 departed Kuala Lumpur International Airport Terminal 1 at 11.45pm on Sept 2 and arrived at Fukuoka International Airport at 7.05am on Sept 3. 

The Boeing 737-8 service recorded an 88 per cent load factor on its outbound leg, while the return flight MH57 achieved a 90 per cent load factor. 

The service marks an important milestone for Malaysia Airlines' joint business partnership with Japan Airlines. 

Under their codeshare arrangement, passengers travelling via Fukuoka can connect to Japan Airlines-operated domestic services to Amami, Sapporo, Izumo, Kochi, Miyazaki, Kagoshima, Yakushima, Matsuyama and Tokushima.

Japan Airlines also places its code on Malaysia Airlines-operated services between Kuala Lumpur and Fukuoka, giving passengers more travel options between Malaysia and Japan. 

"For travellers from Japan, the route offers convenient onward connections via Kuala Lumpur to destinations across domestic Malaysia, Asean, South Asia and Australasia, while supporting inbound tourism in conjunction with Visit Malaysia 2026," the company said. 

To celebrate the resumption, Malaysia Airlines is offering savings of up to 30 per cent under its Matta Fair promotion for bookings made by Sept 14. 

Enrich members are eligible for an additional five per cent discount, while customers paying with a Visa card through the Malaysia Airlines website or mobile app can receive a further five per cent discount.

-nst online.

Malaysia Airlines expands China network, adds Shenzhen & Changsha

 

KUALA LUMPUR: Malaysia Airlines Bhd will launch two new destinations in China namely Shenzhen and Changsha as well as resume services to Fukuoka, Japan from Kuala Lumpur between July and September this year. 

Parent company Malaysia Aviation Group (MAG) president and chief executive officer (CEO) Captain Nasaruddin A. Bakar said the new routes will be operated using its Boeing B737-8 aircraft. 

He added that the Fukuoka route will initially be operated using the B737-8 aircraft but the airline may deploy a larger aircraft such as the Airbus A330neo (new engine option) depending on demand and new aircraft delivery schedules. 

"We have ordered, in total, 95 aircraft – 40 A330neo and 55 737-8 and 737-10 and we expect deliveries in the next six to seven years up to 2032-2033 and because of the issues that the global industry is facing, in particular with supply chains, we are seeing a little bit of delay in our delivery." 

"Hence, today, we are planning for Fukuoka using the B737-8. However, if we have the capacity and once we have the aircraft on time, we should be able to swap accordingly. 

"If there is demand, we will change the aircraft," he said at a press conference after announcing the destinations at MATTA Fair 2026.

The inaugural flights to Shenzhen and Changsha will be on July 1 and July 8, respectively while Fukuoka will be on Sept 2. 

The launch of Changsha and Shenzhen brings Malaysia Airlines' network in China to nine destinations. 

The national carrier also flies to Beijing, Shanghai, Guangzhou, Xiamen, Hong Kong, Taipei and Chengdu Tianfu in China. 

MAG chief commercial officer for airline business Dersenish Aresandiran said ticket sales for the new services start today with Changha and Shenzhen offered at promotional fares during the MATTA Fair 2026 starting from RM1,088, while Fukuoka fares start from RM1,788. 

"This expansion is an important strategic move that strengthen our network and position Malaysia as a key gateway into Asia. 

"It reflects our broader strategy to strengthen Kuala Lumpur's position as a key gateway to Asia and beyond while supporting Malaysia's vision for tourism aspiration under Visit Malaysia Year 2026," he said. 

Malaysia Airlines will also increase flight frequencies from Kuala Lumpur to Brisbane, Manila and Colombo to meet rising demand and support growing tourism and trade links. 

The airline will also operate ad-hoc Kuala Lumpur-London flights on April 18 and 22 to accommodate passengers affected by disruptions involving Middle Eastern carriers. 

Meanwhile, MAG is returning as official airline partner and premier sponsor of MATTA Fair 2026 where the group will showcase its next-generation travel technology at its 46,000 sq ft pavilion.

-nst online.

Tourism Malaysia Wins Gold And Silver Awards At The Japan World’s Tourism Film Festival 2026

 

SHIGA, JAPAN – Tourism Malaysia Tokyo is proud to announce its outstanding achievement at the Japan International Tourism Video Festival 2026. The organisation was awarded Gold in the Asian Competition Category and Silver in the Tourism Destination Country Category for its video titled “VM2026 Surreal Experiences.”

This prestigious recognition highlights the strength of Malaysia’s storytelling and visual appeal in promoting its diverse tourism offerings to the Japanese and global markets. Competing against high-quality entries from across the region and beyond, “VM2026 Surreal Experiences” stood out for its compelling narrative, creative execution, and its ability to capture the essence of Malaysia’s unique and immersive travel experiences.

Ms. Syaliza Abd Aziz, Director of Tourism Malaysia Tokyo expressed her gratitude for the recognition, stating: “We are deeply honoured to receive both Gold and Silver awards at this esteemed festival. This achievement reflects Malaysia’s continuous commitment to showcasing our country as a vibrant and culturally rich destination. We hope these recognitions will further inspire Japanese travellers to explore the beauty and diversity of Malaysia.”

The Japan World’s Tourism Film Festival (JWTFF), a member of the InternationalCommittee of Tourism Film Festivals (CIFFT), is a renowned platform that celebrates excellence in tourism video marketing, bringing together destinations, filmmakers, and industry stakeholders from around the world. This year’s JWTFF saw more than 1,334 submissions competing for nomination.

In 2025, Malaysia recorded a total of 416,492 international visitor arrivals from Japan, representing a 13.4 per cent increase compared to 2024. This growth reflects the strong demand for Malaysia as a preferred travel destination and underscores the effectiveness of targeted promotional efforts in the Japanese market.

Tourism Malaysia remains committed to strengthening its promotional efforts in Japan through innovative campaigns, strategic collaborations, and engaging digital content to position Malaysia as a preferred destination for Japanese travellers.

-Tourism Malaysia.

Courtesy Visit by Nippon Travel Agency to Tourism Malaysia

 

PUTRAJAYA, 7 AUGUST 2025 - The Nippon Travel Agency (NTA) delegation, led by Mr. Kazuhiro Miyoshi, Managing Director of NTA, paid a courtesy visit to Tourism Malaysia as part of their Educational FAM Trip involving 7 selected schools from Japan.

The delegation comprised 12 NTA personnel from various departments and branches in Japan, along with 7 high school representatives.

The session began with welcome remarks by Madam Nuwal Fadhilah Ku Azmi, Senior Director of the International Promotion (Asia/Africa) Division. In his address, Mr. Miyoshi expressed appreciation for Tourism Malaysia’s continued support and collaboration, particularly in the Educational Trip to Malaysia campaign.

As part of this campaign, NTA will promote Malaysia on the Japanese TV programme “Tabi Salad” over five consecutive weeks starting October 2025, showcasing the country’s diverse educational tourism products and destinations. Mr. Miyoshi also noted that Japan’s outbound travel market has yet to fully recover, with limited Japanese travellers going overseas.

The meeting continued with an opinion exchange session chaired by the Director General of Tourism Malaysia, followed by a souvenir exchange and group photo session.

The visit concluded with an invitation from NTA for Tourism Malaysia to join a dinner at DoubleTree by Hilton Putrajaya Lakeside.

-Tourism Malaysia.