Ismail Butun, General Manager of TGA - The Türkiye Tourism Promotion and Development Agency, presented strategies to strengthen tourism between Türkiye and Malaysia. Highlighting the importance of bilateral relations, TGA is prioritizing Malaysia as a key market, working with local authorities and travel operators to restore travel confidence and elevate visitor experiences.

1.What new initiatives or collaborations are being planned between Türkiye and Malaysian travel trade to boost tourism in 2024 and beyond?

Türkiye is prioritizing Malaysia in its tourism strategy to enhance mutual tourism movements. The Türkiye Tourism Promotion and Development Agency (TGA) is working closely with Malaysian authorities and travel operators to restore confidence in travel and improve visitor experiences. Initiatives include organizing fam trips for Malaysian agents and promoting Türkiye’s diverse offerings through digital channels like TGA is organizing familiarization trips for Malaysian travel agents, influencers, and media, while actively advertising on OTT platforms. We have steadily increased Malaysian visitor arrivals over the last few years. Türkiye hosted almost 90,000 Malaysian visitors in 2022, which increased to 95,000 in 2023. This upward trend signifies the rising popularity of Türkiye as a travel destination among Malaysians. And we aim to sustain this rise gradually with our robust plans to advance Türkiye's tourism development.

2. What are some of the key attractions and lesser-known destinations in Türkiye that you believe will appeal to Malaysian tourists?

Türkiye is the 5th most visited destination worldwide, attracting millions due to its rich historical heritage, cultural diversity, and stunning landscapes. Its strategic position between Europe and Asia enhances its appeal, especially for Malaysian travellers.

Malaysians seek cultural experiences, natural wonders, culinary journeys, and shopping. Key destinations include ?stanbul, Cappadocia, Pamukkale, Ephesus (?zmir), Denizli, Bursa, Bodrum and Antalya, but we aim to raise awareness of lesser-known sites like Zeyrek ÇiniliHamam and the Diyarbak?r Express train, featured in Time magazine's 2024 World’s Greatest Places List.

Türkiye boasts 21 UNESCO World Heritage sites and showcases unique architectural treasures, including the Anatolian Medieval Wooden Hypostyle Mosques. The faith routes highlight Ottoman mosques, such as the Grand Mosque and the Blue Mosque, while the Mimar Sinan Route focuses on the architect’s masterpieces, like the Süleymaniye and Selimiye Mosques.

3.Can you share details about any upcoming promotions or any incentives for Malaysian tour operators also MICE operators who focus on Türkiye as a destination?

We assess all the co-marketing opportunities in Malaysia to join forces with the players in the sector. We work with Malaysia’s leading and the most effective tour operators. In addition to FAM trips we carry out together, we also collaborate on advertising projects in a wide range of media. These advertising collaborations primarily focus on cultural tours, with packages that promote unique heritage routes across Türkiye’s Marmara, Aegean, and Central Anatolia regions.

4. How is the Turkish Tourism Ministry planning to support Malaysian travel agents in designing and marketing Türkiye tour packages tailored to Malaysian travellers?

We have been organising fam trips for Malaysian travel agents to promote Turkish destinations and provide information on the country’s tourism offerings. In these organisations, Malaysian agents can experience Türkiye’s visitor attractions first-hand and then can craft itineraries to their clients.

Moreover, we launched our online training platform, All in Türkiye, for tourism professionals from worldwide. This platform is available in 13 languages. Malaysian tourism specialists can now take courses to become Türkiye Tourism Experts and expand their business opportunities in Turkish tourism.

5.Can you highlight any new direct flight routes, airline partnerships, or travel conveniences that will make Türkiye more accessible to Malaysian travellers?

Turkish Airlines operates 14 weekly direct flights (2 flights per day) between ?stanbul and Kuala Lumpur, enhancing connectivity. With expanding airline partnerships, Malaysian travellers can easily access various Turkish destinations, facilitated by ?stanbul Airport’s extensive network.

6.Are there any special B2B opportunities or trade events planned in Malaysia to connect Turkish tourism stakeholders with the local travel trade industry?

Yes, Türkiye participates in the MATTA fair to foster industry connections. This year, we also hosted actors from Turkish TV series, which are very popular in Malaysia, at our booth, aiming to further strengthen the cultural ties between the two countries from a unique angle. Additionally, we have been working to expand our Türkiye Destination Promotion Events, which have been organised in different countries with Turkish tourism professionals since last year as part of our on-site promotional activities, to more regions. In this regard, we are keen to bring similar initiatives to Malaysia too.

7. What message do you have for Malaysian travel businesses about the potential opportunities in promoting Turkey, and how can they get involved?

Türkiye and Malaysia share strong historical ties, fostering collaboration in tourism and trade. Türkiye offers vast growth potential for Malaysian travel businesses, with its rich history, diverse culture, stunning landscapes, and year-round appeal. The similarities in culture and faith make Türkiye a comfortable destination for Malaysians, with halal food, mosques, and shared family values.

Turkish dramas’ popularity strengthens the cultural connection, while Turkish hospitality ensures a warm welcome. As a gateway between Europe and Asia, Türkiye is increasingly attractive to Malaysians. We encourage tourism professionals to become Türkiye Tourism Experts with all in Türkiye courses and collaborate with Turkish stakeholders to create tailored halal-friendly, cultural, and family-oriented packages.