The Ministry of Tourism, Arts and Culture, through its agency Tourism Malaysia, once again participated in one of the world’s premier travel trade shows, Tourism Expo Japan (TEJ).

This year’s Malaysian delegation to TEJ was led by the Deputy Secretary-General (Tourism), Dr. Yasmeen Yasim, alongside Datuk Manoharan Periasamy, Director-General of Tourism Malaysia. A total of 15 delegates representing 8 organizations are part of the mission, which includes four (4) state tourism boards, two (2) airlines, one tour operator, and one association.

The 90-square-metre Malaysia Pavilion, located in East Hall 3, was officially opened by the Malaysian Ambassador to Japan, H.E. Dato’ Shahril Effendi Abd Ghany. It showcases Malaysia’s top travel products, destinations, and services. Highlights included a special stage performance by Mechamato, a presentation by the Sabah Tourism Board, cultural performances, a Malaysian food talk show, a sape performance, and an AirAsia dance and talk show.

As in previous years, TEJ serves as a vital platform for participants to network and explore collaborative opportunities with key players in the Japanese market. It also provides Malaysia with an opportunity to enhance its global presence and promote the upcoming Visit Malaysia Year (VM) 2026.

At the event, Tourism Malaysia introduced two new niche packages: Edu+ (Edutourism) and Unimaginable Golf Packages, offering travellers experiential learning, cultural exchange, and world-class golfing experiences.

In 2023, Malaysia welcomed 20.1 million international tourist arrivals, generating RM71.3 billion in tourist receipts, surpassing its original target of 16.1 million arrivals.

For 2024, Malaysia aims to attract 27.3 million visitors, contributing RM102.7 billion in tourism revenue. The Visit Malaysia 2026 campaign is set to draw 35.6 million international tourists, with a projected tourism revenue of RM147.1 billion.