Tourism Malaysia Strengthens Vietnam Market Engagement Through Director General’s Visit To Ho Chi Minh City

 

HO CHI MINH CITY — Tourism Malaysia deepens ties with the Vietnamese travel trade and Malaysian business community through a series of industry activities in Ho Chi Minh City, led by Mr. Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia. The engagements provide an opportunity to expand business cooperation, raise awareness of Malaysia as a tourism destination and explore new business opportunities in the Vietnamese market, in support of the Visit Malaysia 2026–2027 (VM2026–2027) promotional efforts, which have been extended through 2027. 

During the visit, Mr. Mohd Amirul Rizal engages with key travel agents and tourism industry stakeholders through networking sessions, including a luncheon and dinner. The discussions provide opportunities to exchange views on market trends, changing consumer preferences and potential areas for collaboration to further grow tourist arrivals from Vietnam to Malaysia. 

The programme also includes a session with the Malaysia Business Chamber Vietnam (MBC), involving Malaysian companies and private sector representatives based in Ho Chi Minh City. The meeting facilitates closer ties between the tourism industry and Malaysian businesses in Vietnam, particularly in promoting Malaysia’s diverse tourism products and experiences. 

Beyond leisure travel, Tourism Malaysia is highlighting selected tourism segments with potential in the Vietnamese market, including Malaysia My Second Home (MM2H), medical and wellness tourism, Meetings, Incentives, Conferences and Exhibitions (MICE), and educational tourism. These segments complement Malaysia’s broader tourism offerings and support opportunities for longer stays, repeat visits and more diverse travel purposes. 

Mr. Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia said, “Vietnam remains an important market for Malaysia, supported by strong air connectivity and close people-to-people ties between our two countries. Direct engagement with the Vietnamese travel trade enables us to better understand market needs, strengthen industry relationships and identify new opportunities to grow tourism flows to Malaysia.” 

He added that closer collaboration with Vietnamese travel agents and Malaysian private sector partners is important in broadening the range of Malaysian tourism products and experiences available to the Vietnamese market. 

“Malaysia offers a wide range of tourism experiences beyond conventional leisure travel. There are opportunities to further promote Malaysia for business events, education, medical and wellness tourism, long-stay programmes and other specialised travel segments. By expanding these offerings, we can provide Vietnamese travellers with more reasons to discover Malaysia and encourage longer and repeat visits,” he said. 

The visit forms part of Tourism Malaysia’s continued efforts to expand its presence in Vietnam through joint promotional activities, familiarisation programmes, product development and business-to-business initiatives with local industry partners. 

Malaysia welcomed 217,121 visitors from Vietnam between January and August 2026. During the same period, air connectivity between the two countries recorded 167 weekly flight frequencies, with a total seat capacity of 31,037 seats. Tourism Malaysia continues to work closely with airlines, travel agents, tourism associations and industry partners to leverage existing air connectivity, enhance destination awareness and facilitate travel to Malaysia.

-Tourism Malaysia.

Luncheon Meeting With Industry Players In Ho Chi Minh City

 

Vietnam, 4 October 2026 - Director General of Tourism Malaysia, Mr. Mohd Amirul Rizal Abdul Rahim, had a luncheon meeting with key industry players in Ho Chi Minh City at Kopitiam Kita, 52 Le Thanh Ton Street, Sai Gon Ward as part of efforts to strengthen industry engagement and foster closer cooperation in promoting Malaysia as a preferred holiday destination.

During the luncheon, the Director General expressed his appreciation to the industry players for their continued support and collaboration in promoting Malaysia, while encouraging industry partners to further explore and promote Malaysia’s diverse tourism offerings to the Vietnamese market.

The engagement also provided an opportunity to highlight Malaysia’s unique tourism experiences, from its diverse attractions and cultural heritage to its rich culinary offerings. Guests were treated to a selection of local Malaysian dishes, offering a taste of Malaysia’s diverse flavours and vibrant food culture.

Tourism Malaysia looks forward to strengthening collaboration with industry partners in Vietnam to further promote Malaysia and encourage more Vietnamese travellers to discover and enjoy Malaysia’s diverse holiday experiences.

-Tourism Malaysia.

Sun Phu Quoc Airways Soars Into Malaysia, Strengthening Malaysia-Vietnam Connectivity

 

SEPANG — Tourism Malaysia celebrates the official launch of Sun Phu Quoc Airways' inaugural direct flight from Phu Quoc to Kuala Lumpur today, marking a significant milestone in boosting regional air connectivity and strengthening bilateral tourism ties between Vietnam and Malaysia. 

The new route, operated by an Airbus A321neo with a 236-seat capacity, will begin its service daily from 1 September 2026. This initiative provides greater accessibility and convenience for travellers from Phu Quoc and southern Vietnam to visit Malaysia, particularly during the ongoing Visit Malaysia 2026–2027 (VM2026–2027) campaign. 

The new air service marks an important milestone in strengthening connectivity between Vietnam and Malaysia, providing greater convenience and accessibility for Vietnamese travellers to visit Malaysia, particularly in conjunction with VM2026–2027. 

The Vietnamese market remains a vital and promising tourism market for Malaysia, with 156,747 visitor arrivals recorded from January to June 2026. This further drives strong potential for leisure, family holidays, shopping, culture, Meetings, Incentives, Conferences and Exhibitions (MICE), and experiential travel. The new direct route is expected to further strengthen air connectivity, enhance accessibility, and support continued growth in visitor arrivals from Vietnam. 

The launch of the new Phu Quoc–Kuala Lumpur air connection is therefore expected to revitalise the Vietnamese market by improving accessibility and offering an additional direct travel option to Malaysia for travellers from Phu Quoc and surrounding areas. 

Mr Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia, said, “The inaugural Sun Phu Quoc Airways flight is a timely development as Malaysia continues to strengthen its connectivity with Vietnam. With the commencement of this new route, we look forward to welcoming more visitors from Phu Quoc and southern Vietnam to Malaysia. Improved air connectivity will play an important role in supporting our efforts to regain momentum in this market, particularly during Visit Malaysia 2026–2027.” 

The new flight service connecting Vietnam and Malaysia also comes at an opportune time as Malaysia celebrates VM2026–2027, which aims to position the country as a leading tourism destination and encourage more international visitors to discover Malaysia’s diverse attractions, culture, gastronomy, and immersive travel experiences. 

The new service is expected to offer Vietnamese travellers easier access to Malaysia’s diverse tourism offerings and vibrant destinations, including Kuala Lumpur, Putrajaya, Penang, Langkawi, and Melaka, while also facilitating smoother travel for Malaysians visiting Phu Quoc. 

Tourism Malaysia will continue to work closely with airlines and industry partners in Vietnam to maximise the potential of this new connectivity and further promote Malaysia as a preferred tourism destination among Vietnamese travellers and the broader ASEAN region.

-Tourism Malaysia.

Tourism Malaysia Intensifies VM2026 Promotion In Vietnam As Campaign Extends Into 2027

 

HO CHI MINH CITY — Tourism Malaysia is intensifying its promotional efforts in Vietnam following the extension of the Visit Malaysia 2026 (VM2026) campaign through the end of 2027, providing greater opportunities to sustain travel demand, deepen industry engagement and strengthen Malaysia’s position as a preferred destination among Vietnamese travellers.

Building on this extended campaign momentum, Malaysia will continue to strengthen destination promotion and industry engagement through key tourism and travel trade platforms, including Vietnam Travel Day 2026 in Gia Lai and HORECFEX Vietnam 2026 in Da Nang, both taking place in August.

-Tourism Malaysia.

Visit Malaysia 2026: Tourism Malaysia Boosts Promotion At The Vietnam International Travel Mart 2026

 

HANOI – Tourism Malaysia will participate in the Vietnam International Travel Mart (VITM) 2026, taking place at the Hanoi International Centre for Exhibition from 9 to 12 April 2026. This year marks the 15th edition of VITM and Tourism Malaysia’s 10th participation in the event, reaffirming its strong commitment to enhancing tourism cooperation and strengthening connectivity with the Vietnamese market.

Over the past decade, Tourism Malaysia has consistently recognised VITM as one of the region’s most reputable and influential tourism platforms. Through its annual participation, Malaysia has built and strengthened long-standing partnerships with Vietnamese travel agencies, airlines and media organisations, contributing to increased tourism exchange and closer bilateral ties between the two countries.

-Tourism Malaysia.

Visit Malaysia 2026: Tourism Malaysia Engages Vietnamese Market At Iconic Lunar New Year Festival

 

HO CHI MINH CITY – Tourism Malaysia is participating in the 23rd Nguyen Hue Flower Street Festival, held from 15 to 22 February 2026 in conjunction with Tet (Vietnamese Lunar New Year) celebrations. In line with the Visit Malaysia 2026 (VM2026) campaign, this participation underscores Malaysia’s ongoing commitment to strengthening its tourism presence in the Vietnam market. 

Recognised as one of Vietnam’s most iconic annual events, the Nguyen Hue Flower Street Festival attracts approximately 1.2 million visitors each year, offering a strategic platform for Malaysia to enhance its visibility as a premier destination and engage directly with Vietnamese travellers. This engagement helps raise awareness of Malaysia’s diverse tourism offerings. As part of the celebrations, Tourism Malaysia is also actively promoting the Visit Malaysia 2026 (VM2026) Calendar of Events, which features over 300 events and festivals across Malaysia throughout the year. 

Under the theme of Spring Convergence – Steady Steps, Malaysia’s participation celebrates heritage, harmony and unity. The theme highlights the shared cultural values between Malaysia and Vietnam, while showcasing Malaysia’s multicultural identity and its steady positioning as a preferred travel destination within Southeast Asia. 

At the Tourism Malaysia booth, with emphasis on the Surreal Experiences tagline, destinations such as Sabah and Langkawi are highlighted as emerging travel options for the Vietnamese market. Visitors are introduced to Malaysia’s broad natural landscapes, multicultural heritage as well as adventure and eco-tourism offerings, reflecting the growing interest among Vietnamese travellers in authentic, nature-based and experiential travel. 

Commenting on Malaysia’s participation, Ms. Amirah Nadiah Mazlan, Director of Tourism Malaysia Ho Chi Minh City said, “Our presence at the Nguyen Hue Flower Street Festival 2026 offers a meaningful opportunity to engage with Vietnamese travellers during an important cultural celebration. Through the Visit Malaysia 2026 (VM2026) campaign, we aim to inspire travel by showcasing Malaysia’s diversity and accessibility. Sabah and Langkawi, in particular, provide distinctive experiences that resonate with the evolving preferences of Vietnamese travellers, ranging from nature and adventure to cultural immersion.” 

Malaysia’s participation in the festival demonstrates Tourism Malaysia’s ongoing commitment to strengthening tourism cooperation between Malaysia and Vietnam, while supporting the broader objectives of the Visit Malaysia 2026 (VM2026) campaign to promote sustainable tourism growth. 

Tourism Malaysia remains committed to enhancing Malaysia–Vietnam connectivity through increased travel, business engagement, and cultural exchange. These expanded travel interactions will foster broader collaboration across related sectors, creating shared opportunities for both countries. Through the Visit Malaysia 2026 (VM2026) campaign, Malaysia aims to position itself as one of the world’s premier travel destinations, with the Vietnamese market playing a crucial role in ensuring the campaign’s success, further reaffirming tourism as a key driver of national economic growth.

-Tourism Malaysia.

Malaysia Highlights Sabah In Vietnam: Expanding New Cooperation Opportunities In The Vietnamese Tourism Market

 

HO CHI MINH— In an effort to strengthen the promotion of Sabah in the Vietnamese market, Sabah Tourism Destination & B2B Forum was hosted in Ho Chi Minh City on 12 January 2026. The event was jointly organised by the Sabah Tourism Board (STB), Tourism Malaysia Ho Chi Minh City office and the Sabah Enhanced Travel Innovation Association (SETIA), creating a direct networking platform for Sabah-based tourism businesses and Vietnamese travel partners. 

The forum brought together 21 delegates representing 18 tourism companies from Sabah, participating in table-top B2B sessions with partners in Ho Chi Minh City that open doors for new travel packages, joint promotions, and stronger partnerships to boost visitor arrivals from Vietnam to Sabah. 

Delivering the opening remarks, Ms. Amirah Nadiah Mazlan, Director of Tourism Malaysia in Vietnam, stated: “Through today’s networking session, Malaysia aims to expand collaboration with the Vietnamese market and position Sabah as an increasingly familiar destination for Vietnamese travellers. With its strength in nature, authentic local experiences, and a strong commitment to sustainable tourism development, Sabah is ready to work closely with Vietnamese partners to develop strategic, long-term tourism products that meet the needs of modern travellers.” 

Enhanced air connectivity remains vital for tourism growth between Malaysia and Vietnam. With AirAsia operating direct flights from Ho Chi Minh City to Kota Kinabalu within just over two hours, this seamless link not only makes Sabah more accessible to Vietnamese travellers but also empowers tourism businesses on both sides to create short-haul, flexible, and attractive travel products. 

Sharing insights on Sabah’s approach to the Vietnamese market, Mr. Julinus Jeffry Jimit, Chief Executive Officer of the Sabah Tourism Board remarked: “Vietnam is recognised as one of Sabah’s most promising emerging markets. By fostering direct connections among industry players, we aim to expand our partnership network and build sustainable, long-term collaborations with Vietnamese tourism partners.” 

Through the event, the Sabah Tourism Board also shared updates on its preparations for the upcoming strategic milestone Visit Sabah Year 2027. Under the new positioning, “Explore Sabah – Naturally Inspiring, Beyond Ordinary”, Sabah seeks to strengthen its role as one of Malaysia’s leading destinations for nature-based tourism, adventure travel, and indigenous cultural experiences, while complementing the broader objectives of Visit Malaysia 2026 (VM2026). Sabah is also expected to become a strategic destination partner for Vietnamese travel businesses, offering fresh and distinctive travel experiences for Vietnamese visitors in the coming years. 

The Sabah Tourism Board also reaffirmed its commitment to sustainable tourism development, ensuring a balanced approach between economic growth, environmental conservation and community well-being. Community-based tourism (CoBT) remains a key pillar of this strategy. Recently, five CoBT operators in Sabah received national-level recognition under the ASEAN Tourism Standard, setting benchmarks for community-based tourism models across the region. 

As Visit Malaysia 2026 (VM2026) officially commences, promotional and trade engagement activities in the Vietnamese market are viewed not only as destination marketing efforts, but also as meaningful contributions to further strengthening bilateral relations between Malaysia and Vietnam. Through this national campaign, Malaysia targets 43 million international visitor arrivals, reaffirming tourism’s role as one of the country’s key economic drivers. By enhancing tourism cooperation and generating positive spillover effects in related sectors such as aviation, trade, services and investment, Visit Malaysia 2026 (VM2026) is expected to drive two-way growth, deliver tangible socio-economic benefits for both countries, and reinforce the foundation for long-term, sustainable cooperation.

-Tourism Malaysia.

From Heritage To Hospitality: Malaysia Captives Visitors At ITE HCMC

 

HO CHI MINH CITY, 4th September 2025 – Tourism Malaysia is participating in the International Travel Expo Ho Chi Minh City (ITE HCMC) 2025, taking place from 4 to 6 September 2025.

The event underscores Malaysia’s strong commitment to promoting its diverse destinations, strengthening bilateral tourism cooperation, and marking an important milestone in preparation for the upcoming Visit Malaysia 2026 campaign.

The expo serves as a strategic platform to showcase Malaysia’s diverse offerings to international buyers, industry players, and travellers, while highlighting the country’s readiness to welcome more visitors in the coming year.

With the theme “Sustainable Tourism, Vibrant Experiences”, ITE HCMC 2025 puts the spotlight on eco-friendly travel, cultural preservation, and deeper visitor engagement.

This aligns seamlessly with Malaysia’s tourism vision, which emphasizes nature-based adventures, community-driven tourism, and eco-cultural initiatives that benefit both travellers and local communities.

-Tourism Malaysia.

Malaysia Strengthens Tourism Ties With Vietnam Ahead Of VISIT MALAYSIA 2026 Campaign

 

HO CHI MINH CITY, 29 July 2025 – The Ministry of Tourism, Arts and Culture Malaysia (MOTAC), in collaboration with Tourism Malaysia is organizing a series of promotional events under the banner Launching of VM2026, Malaysia Food & Culture Promotion and Malaysia My Second Home (MM2H) in Ho Chi Minh City and Hanoi, Vietnam. These initiatives aim to strengthen bilateral tourism cooperation and increase awareness of the upcoming Visit Malaysia 2026 (VM2026) campaign with Vietnam identified as a key priority market within the ASEAN region. 

The Malaysian delegation is led by YB Dato’ Sri Tiong King Sing, the Honourable Minister of Tourism, Arts and Culture Malaysia, accompanied by 30 representatives from leading Malaysian companies in the tourism, hospitality and related service industries. 

In his keynote address, YB Dato’ Sri Tiong King Sing affirmed: 

“Vietnam has consistently been one of Malaysia’s most valued strategic partners in tourism within Southeast Asia. We believe the events held during this visit will foster dynamic new partnerships and contribute to the shared goal of developing sustainable, inclusive and mutually beneficial tourism between our two nations.” 

Two key activities will be held as part of the Malaysia Tourism, Arts, Culture & Food Fest 2025: Destination Seminar and Business Networking Session together with the Launch of Visit Malaysia 2026 as well as the Malaysia Tourism, Arts, Culture & Food Fest 2025. Both events aim to bring together industry stakeholders, media representatives and the public to celebrate and promote Malaysia’s vibrant tourism offerings, while fostering strategic partnerships in anticipation of the Visit Malaysia 2026 campaign. The series of activities will take place from 29 July to 2 August 2025. 

The Destination Seminar and Business Networking Session will serve as a platform for Vietnamese and Malaysian stakeholders in the fields of travel, aviation, hospitality, and tourism services to explore potential avenues for collaboration. The seminar will also introduce the Visit Malaysia 2026 (VM2026) campaign, which aspires to welcome at least 43 million international visitors in 2026. These events will be held in Ho Chi Minh City on 29 July 2025 at Hotel Nikko Saigon and in Hanoi on 1 August 2025 at Sheraton Hanoi Hotel. 

Carrying the theme “Surreal Experiences,” the VM2026 campaign positions Malaysia as a culturally vibrant, welcoming, and enriching destination. It places strong emphasis on innovation in visitor experiences, the development of emerging destinations and the expansion of luxury travel offerings. Furthermore, the campaign is expected to generate positive spillover effects across various related sectors such as hospitality, transport, retail and gastronomy - driving holistic economic growth and ensuring the long-term sustainability of Malaysia’s tourism and cultural industries. 

The Launching of VM2026, Malaysia Food & Culture Promotion and Malaysia My Second Home (MM2H) is a public showcase set to take place in both Ho Chi Minh City and Hanoi, offering audiences an immersive experience of Malaysia’s rich and diverse cultural, culinary and artistic heritage. Visitors will have the opportunity to experience traditional cultural performances, artisanal crafts and authentic Malaysian cuisine - presenting a vibrant showcase of the nation’s creativity, hospitality and legacy. The festival aims to foster deeper cultural understanding and strengthen people-to-people connections between Malaysia and Vietnam. 

Concurrently, MADANI Week, hosted by the Embassy of Malaysia in Hanoi, showcases a cross-sectoral exchange spanning culture, education and trade. Inspired by the “Madani” philosophy introduced by Prime Minister Anwar Ibrahim, the initiative champions six core values: sustainability, prosperity, innovation, respect, trust and compassion. Together, the programme underscores Malaysia’s commitment to holistic national development and the strengthening of strategic partnerships - particularly with key nations such as Vietnam. 

As of July 2025, a total of 164 direct weekly flights operate between Vietnam and Malaysia, underscoring the increasing demand for seamless and accessible connectivity between both countries. The rise in flight frequencies particularly overnight services, has facilitated the development of more flexible and time-efficient travel itineraries. This enhanced connectivity is catalyzing the growth of key travel segments, such as weekend getaways, MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism and “bleisure” (business and leisure) travel - each of which is gaining strong momentum among Vietnam’s expanding middle class, younger travellers and corporate sector. 

Malaysia ranks as the second-largest ASEAN source market for Vietnam, after Cambodia, with 266,869 Malaysian tourists visiting Vietnam in the first half of 2025 alone. Conversely, Malaysia welcomed 168,677 Vietnamese arrivals for the same period, reaffirming its continued appeal as a preferred travel destination. These encouraging figures reflect a strong positive growth trend in two-way tourism, highlighting the resilience and growing potential of the bilateral tourism partnership. For the travel and hospitality sectors, this presents promising opportunities for growth, collaboration and deeper regional integration. 

Malaysia continues to be a preferred destination among Vietnamese travellers, attributed to its rich cultural diversity, vibrant culinary scene, stunning natural landscapes and comprehensive tourism offerings that cater to a wide range of market segments. Moving forward, Tourism Malaysia is committed to strengthening collaboration with Vietnamese media, influencers and content creators to highlight lesser-known destinations across Malaysia - enhancing the depth and diversity of the Malaysian travel experience. 

This event series in Vietnam not only offers a comprehensive showcase of Malaysia’s tourism, arts, culture and gastronomy, but also reinforces people-to-people diplomacy, mutual understanding and cultural connectivity between two close ASEAN neighbours. It marks a significant milestone in Malaysia’s international outreach efforts ahead of the Visit Malaysia 2026 campaign.

-Tourism Malaysia.