Tourism Malaysia’s Successful Sales Mission to Thailand

The roadshow was held from 22nd June to 3rd July

The Malaysian Ministry of Tourism, Arts and Culture (MOTAC), in partnership with Tourism Malaysia, effectively completed its sales mission to Thailand. This initiative spanned Chiang Rai, Chiang Mai, and Bangkok from 22nd June to 3rd July.

The aim of the mission was to strengthen tourism collaboration and establish a solid groundwork ahead of Visit Malaysia 2026 (VM2026).

Led by Tiong King Sing, the Minister of Tourism, Arts and Culture, the mission consisted of a Malaysian delegation from 24 organizations, including travel agencies, product owners, hotels, MM2H agents, and NAPEI.

Tiong stated: “Thailand and Malaysia are more than neighbors – we are partners in progress. This mission is a call to rise together as collaborators, driving shared prosperity and sustainable tourism growth throughout Southeast Asia.”

An Important Market

Southeast Asia is essential to Malaysia’s tourism strategy, with ASEAN countries contributing 28.19 million visitor arrivals last year. Visitors from ASEAN represented 74.3% of Malaysia’s international tourists, generating RM54.38 billion in revenue. Thailand specifically is a vital market for attracting higher-spending, longer-staying travelers due to strong transport links and cultural connections.

Last year, Thailand sent 2.27 million visitors, and, despite a minor 1.4% decline in arrivals, Thai tourists spent RM3.99 billion, reflecting a significant year-on-year increase of 23.3%, indicating a shift towards higher-quality tourism.

The MM2H program continually attracts Thai families and retirees seeking affordable, comfortable long-term accommodation in Malaysia.

Pitching Surreal Experiences

The Visit Malaysia 2026 campaign emphasizes Surreal Experiences, positioning Malaysia as a destination for enriching cultural and family-oriented travel. The initiative focuses on enhancing air and land connectivity, promoting twin-destination packages, and supporting sectors like medical tourism, educational mobility, and Muslim-friendly travel.

Both Malaysia and Thailand have committed to simplifying border procedures, strengthening marketing partnerships, and advocating for sustainable tourism practices. From January to April 2025, Malaysia welcomed 13.4 million international visitors, a 21% increase from the previous year, with 833,610 arrivals from Thailand, marking a 3.4% growth, reinforcing Thailand’s status as a key source market.