Tue Oct 08 18:51:06 UTC 2024: ## Malaysia Aims to Boost European Tourism Ahead of Visit Malaysia 2026

**KUALA LUMPUR, MALAYSIA –** Malaysia’s Tourism Minister, YB Dato Sri Tiong King Sing, has embarked on a strategic visit to France and the United Kingdom to strengthen ties and boost tourist arrivals ahead of the highly anticipated “Visit Malaysia 2026” (VM 2026) campaign.

The visit, which runs from September 29th to October 7th, is part of Malaysia’s broader efforts to solidify its position as a leading travel destination for European tourists. Accompanying the Minister is Datuk Manoharan Periasamy, the Director General of Tourism Malaysia.

During their visit, the delegation will engage in high-level discussions with key decision-makers and industry leaders, aimed at identifying strategic initiatives to boost Malaysia’s tourism performance in both countries. This includes crafting exclusive packages and tailor-made itineraries showcasing Malaysia’s diverse culture, natural beauty, and warm hospitality.

**Strong European Markets:**

The UK has historically been Malaysia’s largest European market, with a robust 34.7% increase in tourist arrivals from January to August 2024 compared to the same period in 2023. France has also shown significant growth, with a 41.9% increase in arrivals during the same period.

**Business Networking for Collaboration:**

A key highlight of the visit will be a business networking session, bringing together Malaysian tourism stakeholders with their counterparts in France and the UK. This session aims to facilitate dialogue, collaboration, and partnership-building to enhance Malaysia’s tourism offerings for these markets. Airlines, leading travel agents, and key industry leaders from both countries are expected to participate.

**Preparing for Visit Malaysia 2026:**

VM 2026, a monumental tourism drive for Malaysia, aims to attract 35.6 million international tourists and generate RM147.1 billion in tourism receipts. The visit to France and the UK is seen as a crucial step towards ensuring Malaysia remains a preferred destination for travelers from these influential markets.

The business networking session will focus on developing innovative tourism products catering to the evolving preferences of European travelers, including niche offerings such as eco-tourism, adventure travel, and wellness retreats.

**Commitment to Tourism Growth:**

Malaysia is working tirelessly to promote the country as a safe, diverse, and exciting destination for global travelers. The visit to France and the UK highlights Malaysia’s commitment to boosting its tourism sector and achieving its ambitious targets for international tourist arrivals and revenue.

The ministerial visit signifies a pivotal moment for Malaysia’s tourism strategy, positioning the country for future growth and success in the global tourism market.

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