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In a strategic move to fortify its position in the global tourism map, Tourism Malaysia has embarked on an ambitious promotional journey to Australia, hoping to kindle increased international visits ahead of the upcoming Visit Malaysia Year (VMY) 2026.

From 29th August to 3rd September 2023, the vibrant cities of Sydney, Melbourne, and Adelaide witnessed a Malaysian cultural and business invasion. Spearheaded by Datuk Musa Haji Yusof, Deputy Director General of Tourism Malaysia, this roadshow brought together the crème de la crème of Malaysia’s travel industry – from enterprising travel agents and luxury hotel owners to influential state tourism representatives and pioneers of the medical tourism sector.

The entire five-day event wasn’t just about presentations and business card exchange. It was an arena for Malaysian sellers to deeply engage with Australian buyers, delving into immersive destination pitches, travel mart discussions, and memorable networking dinners showcasing the best of Malaysian gastronomy.

Highlighting Malaysia’s unique eco-friendly destinations, the programme shed light on eight remarkable national geoparks, sustainable community-driven tourism models, and niche offerings, such as cycling adventures. A particular focus was on the rapidly growing medical tourism segment, positioning Malaysia as a healthcare haven.

Datuk Musa Haji Yusof elaborated on the overarching theme of the roadshow, emphasizing, “We are tapping into the vast potential of ecotourism and our rich cultural tapestry, resonating perfectly with the interests of the Australian market. The mosaic of racial and cultural integration in Malaysia creates a beautiful harmony, evident in our festivals, architectural marvels, fashion, dialects, and culinary delights. This is the essence of ‘Malaysia is Truly Asia’.”

Australia has always been pivotal for Malaysia’s tourism landscape. The staggering 152,265 Australian tourists who explored Malaysia in 2022 are a testament to this. With 234 weekly direct flights connecting Australia and Malaysia, offered by carriers including Malaysia Airlines, Air Asia X, and Batik Air, tourists have ample opportunities to experience the Asian wonder that is Malaysia.