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Malaysia Launches the Visit Melaka 2024 Campaign
08 February 2024 | Written by Chris Alexander

On 1 January 2024, the government of Melaka (also known as Malacca) officially kicked off the ‘Visit Melaka Year 2024’ campaign. This latest drive, which features a range of discounts and special promotions, is expected to drive up visitor numbers to one of Malaysia’s top travel locations. 

For the entirety of this year, travellers to Melaka can take advantage of exclusive savings and discounts at a range of tourism objects. The Melaka discount voucher lets tourists enjoy discounts of up to 55% at 28 of the region’s best-loved destinations. 

At the end of last year, the campaign – known locally by the abbreviation ‘VMY2024’ – received an added boost from the government in the form of an extra RM2 million (US$ 431,500) in funding from the Ministry of Tourism, Arts and Culture (MOTAC). This additional budget will be channelled into a combination of local tourism infrastructure development and international promotion among prospective travellers. 

Promotion has already begun in several key markets, most notably China. The campaign launch was timed to coincide with a spectacular New Year’s Eve celebration at Pangkalan Rama, featuring a hot air balloon experience, live performances by local artists, a procession and a spectacular fireworks display. The festivities attracted 40,000 visitors and were broadcast live to the Guangxi Zhuang Autonomous Region in China – home to a population of around 58 million people. 

Following the event, MOTAC’s top minister praised the committee chairman, Abdul Razak Abdul Rahman, for his work promoting Melaka abroad. “His aggressive promotion abroad to attract tourists to Melaka will contribute to the state’s economy,” said the minister at the official launch of VMY2024 on New Year’s Day. 

Melaka’s Chief Minister Datuk Seri Ab Rauf Yusoh has also expressed his gratitude for the extra funding and the support it represents for the ongoing development of his state. “This shows that MOTAC always supports the state government in promoting tourism in the state,” he noted. 

Melaka is a UNESCO-world heritage location, home to a wide range of tourist attractions and heritage sites. Some of the major highlights here include the Melaka River Floating Market, Eco Cruise on Sungai Linggi and the Melaka Car Free Zone. All of these experiences are included in the Melaka discount voucher, giving visitors to Malaysia an extra incentive to experience Melaka in 2024.