Malaysia’s Ministry of Tourism, Arts and Culture, through its agency Tourism Malaysia, showcased the nation’s finest offerings at this year’s Tourism Expo Japan.

Leading the Malaysian delegation were Yasmeen Yasim, Deputy Secretary-General of Tourism, and Manoharan Periasamy, the Director General of Tourism Malaysia.

The mission team comprised 15 delegates from eight organizations, including representatives from four state tourism boards, two airlines, one tour operator, and one tourism association.

Innovative Offerings

During the event, Tourism Malaysia unveiled two exciting new niche packages: Edu+ (Edutourism) and Unimaginable Golf Packages, designed to provide travelers with opportunities for experiential learning, cultural exchange, and exceptional golfing experiences.

In 2023, Malaysia achieved a remarkable milestone with 20.1 million international tourist arrivals, generating RM71.3 billion in tourism revenue, exceeding its initial target of 16.1 million visitors.

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

A Showcase of Malaysia

The Malaysia Pavilion, spanning 90 square meters in East Hall 3, was officially inaugurated by Shahril Effendi Abd Ghany, Malaysia’s Ambassador to Japan.

This pavilion highlighted the country’s premier travel products, destinations, and services. Key features of Malaysia’s participation included a special stage performance by Mechamato, a presentation from the Sabah Tourism Board, captivating cultural performances, a Malaysian food talk show, a traditional sape performance, and an engaging dance and talk show by AirAsia.

As in previous years, the Tourism Expo Japan provided an essential platform for networking and exploring collaborative opportunities with prominent figures in the Japanese tourism market. It also allowed Malaysia to strengthen its international presence and promote the forthcoming Visit Malaysia Year (VM) 2026.