panorama destination

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Malaysia Steps Up Middle East Promotion
04 June 2022 | Written by Chris Alexander

Tourism Malaysia has expanded its reach into Middle Eastern source markets, with a pair of promotional campaigns in the region, led by key figures in the sector. Tourism, Arts and Culture Minister Datuk Sri Nancy Shukri led a delegation with the country’s tourism trade players to promote Malaysia at the Dubai World Trade Centre, while Tourism Malaysia’s director-general Zainuddin Abdul Wahab made a similar trip to the Arabian Travel Market.

The event at the Dubai World Trade Centre took place from 9-12 May and was attended by a Malaysian delegation comprising 64 Malaysian sellers from 32 organisations participating under the Malaysia Pavilion. Here they met with various buyers from the Middle East and showcased the many and varied products available to travellers in Malaysia.

At this event, Malaysia’s primary tourism minister met with top Middle Eastern industry players, during a summit in which she updated them on Malaysia’s latest attractions and destinations for shopping, family fun, ecoadventure, honeymoon and luxury holidays. The meeting was also an opportunity to reassure investors and partners about the safety of travel to Malaysia in the post-pandemic era.

The Arabian Travel Market was held from 13 to 21 May and featured a series of roadshows in Iran, Oman and Qatar. Led by Tourism Malaysia’s director-general Zainuddin Abdul Wahab, the roadshows in the capital cities of Tehran, Muscat and Doha welcomed various leading lights from Malaysia’s travel sector, including travel agents, hoteliers, product owners, state tourism bodies and medical tourism industry players.

Zainuddin said in a press statement: “As we welcome more West Asia travellers back to Malaysia, it is a timely occasion to strengthen our partnership with international airlines such as Qatar Airways, Oman Air and Mahan Air, which offer direct flights to Kuala Lumpur.

“With an exciting line-up of new attractions to be explored, including the newly opened Genting Skyworlds Theme Park, the world’s second tallest skyscraper, Merdeka 118, and the Sunway Resort in Kuala Lumpur that had just reopened after a once-in-a-generation transformation, we are thrilled to welcome international travellers worldwide to experience our country again,” he added.

Malaysia has long been a popular destination for travellers from the Middle East, who tend to stay longer and spend more than other visitors. In fact, middle eastern holidaymakers are in the top five when it comes to per capita spending, which makes them a valuable and important feature of Malaysia’s tourism recovery.