Emirates' renewed partnership supports Tourism Malaysia's Visit Malaysia 2026-2027 campaign, which targets 47 million visitor arrivals, with the one-year agreement covering joint marketing initiatives as well as media and travel trade familiarisation trips.
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| (Top L-R): Saeed Mubarak, Country Manager Malaysia, Emirates; Adnan Kazim, Deputy President and Chief Commercial Officer; Mr. Chua Choon Hwa, Deputy Secretary General (Tourism), Ministry of Tourism, Arts & Culture Malaysia; H.E. Tengku Dato' Sirajuzzaman bin Tengku Mohamed Ariffin, Ambassador of Malaysia to the UAE. (Bottom L-R): Orhan Abbas, Emirates' Senior Vice President, Commercial Operations, Far East; Mohd Amirul Rizal Abdul Rahim, Director General, Tourism Malaysia. |
Emirates and Tourism Malaysia are extending their collaboration with a new Memorandum of Understanding (MoU) aimed at bringing more international visitors to Malaysia, as the country continues its Visit Malaysia campaign into 2027.
The renewed agreement was signed by Orhan Abbas, Emirates' Senior Vice President, Commercial Operations, Far East, and Mohd Amirul Rizal Abdul Rahim, Director General, Tourism Malaysia. The signing was witnessed by Mr. Chua Choon Hwa, Deputy Secretary General (Tourism), Ministry of Tourism, Arts & Culture Malaysia, in the presence of Saeed Mubarak, Country Manager Malaysia, and Adnan Kazim, Deputy President and Chief Commercial Officer.
The partnership comes as Tourism Malaysia extends the Visit Malaysia campaign into 2027, with a target of 47 million foreign visitor arrivals. Travel demand from the Middle East is also expected to strengthen further.[1]
What the One-Year Partnership Will Cover
Over the next year, Emirates will use its global network to continue promoting Malaysia internationally while working with Tourism Malaysia to expand the reach of the Visit Malaysia 2026-2027 campaign.
The two parties will also explore opportunities for joint marketing and advertising activities. The partnership includes familiarisation trips for media and travel trade partners, as well as cooperation surrounding Tourism Malaysia's participation at the Arabian Travel Market.
For Emirates, the renewed agreement continues a relationship with Malaysia that spans three decades.
Orhan Abbas said: "Emirates has been serving Malaysia for three decades, and this renewed partnership with Tourism Malaysia reflects the enduring strength of that relationship. As Malaysia extends its Visit Malaysia campaign into 2027, we're well placed to support that ambition through our global network and strong connections via Dubai. We look forward to continuing to work closely with Tourism Malaysia to bring more travellers to this remarkable destination."
For Tourism Malaysia, the collaboration also places particular focus on the United Arab Emirates and the broader Middle Eastern market, with Emirates' international network and connectivity through Dubai forming part of efforts to reach high-value international travellers.
Mohd Amirul Rizal Abdul Rahim, Director General, Tourism Malaysia said: "The renewal of this strategic partnership with Emirates reinforces Malaysia’s commitment to the United Arab Emirates and the wider Middle Eastern market. Emirates’ extensive global network and strong connectivity through Dubai provide a powerful platform for us to elevate Malaysia’s presence among high-value international travellers. Through this collaboration, we aim to translate stronger air connectivity and joint promotional efforts into increased visitor arrivals, longer stays and higher tourism expenditure, while further advancing the objectives of Visit Malaysia 2026-2027. We look forward to working closely with Emirates to unlock greater opportunities for Malaysia’s tourism industry and strengthen Malaysia’s position as a preferred destination in the region."
