Tourism Malaysia formalized a strategic partnership with Green Empire Holding LLC on January 6, 2026, through a Memorandum of Collaboration (MoC). This partnership seeks to position Malaysia as a favored destination for Mongolian tourists and boost momentum towards Visit Malaysia 2026 (VM2026).

This month, the collaboration is set to launch the targeted Welcome Malaysia initiative aimed at increasing tourist arrivals from Mongolia through a modern promotional campaign. The campaign will highlight Malaysia’s diverse tourism options, including urban attractions, ecotourism, cultural heritage, and luxury experiences.

Director-General of Tourism Malaysia, Mohd Amirul Rizal Bin Abdul Rahim, emphasized the partnership’s strategic importance, stating: “Our alliance with Green Empire Holding is a proactive step to diversify Malaysia’s international visitor markets by tapping into a high-potential segment. This partnership showcases our commitment to innovative tourism marketing and robust collaborations to enhance Malaysia’s global brand presence.”

The Chief Executive of Green Empire Holding, Byambasuren Ayushjav, similarly remarked: “This partnership transcends conventional tourism promotion. We are dedicated to crafting authentic narratives that compel Mongolian travelers to explore Malaysia’s unique offerings. Our aim is to create enduring connections and cultural experiences between our peoples.”

Under the MoC, both parties will engage in destination promotion, coordinated marketing efforts, and the exchange of tourism data. Additionally, the agreement encompasses business facilitation among industry stakeholders and support for tourism-related events, enhancing Malaysia’s status as a top destination for Mongolian visitors.