KUALA LUMPUR: Malaysia Airlines Bhd (MAB) and Atout France have entered into a strategic three-year Memorandum of Understanding (MoU) aimed at enhancing tourism promotion and increasing visitor arrivals to Paris via Malaysia Airlines’ global network.
The MoU was officially presented during a recent ceremonial signing in the presence of senior representatives from both organisations, including Atout France (mainland China, Hong Kong and Taiwan markets) deputy director Agnes Angrand, its Asean marketing manager Michiko Watanabe and Malaysia Aviation Group (MAG) airlines global marketing head Emily Tan.
This agreement marks the beginning of a collaborative effort to drive tourism demand and enhance connectivity between Malaysia and France.
Under this collaboration, Malaysia Airlines and Atout France will work together on several initiatives designed to promote travel and enrich tourism experiences.
These efforts will focus on leveraging the strengths of both parties, aligning with Malaysia Airlines' extensive global network and Atout France’s expertise in promoting French tourism, ensuring a meaningful impact in attracting more travellers to France.
MAG chief commercial officer (airlines) Dersenish Aresandiran said, “We are excited to collaborate with Atout France to promote travel to one of the world’s most cherished destinations. France is a key market for Malaysia Airlines and this MoU represents a significant milestone in expanding our reach.
“By leveraging our extensive global network and signature Malaysian Hospitality, alongside Atout France’s expertise in showcasing the richness of French culture, we aim to provide travellers with seamless journeys and unforgettable experiences.
“This collaboration underscores our commitment to enhancing travel connectivity and supporting the growth of global tourism.”
Angrand said, "We are confident that this collaboration will significantly contribute to strengthening France’s position as a premier leisure and cultural destination for Malaysian and regional travellers. Through this partnership, we aim to enhance the visibility of France in key markets, while Malaysia Airlines will solidify its status as one of the key airline partners for travel to France, expanding its reach and presence through our joint efforts.
The collaboration reflects a unified commitment to accelerating the recovery of global tourism by strengthening air connectivity and elevating France’s profile as a must-visit destination. Through this strategic initiative, Malaysia Airlines and Atout France aim to drive travel demand, expand market reach, and offer travellers seamless access to France’s rich cultural, culinary, and leisure experiences.
