PETALING JAYA: Malaysia will prioritise high-performing and stable tourism markets in Asean and Asia as it recalibrates its strategy in light of current global developments, says Datuk Seri Tiong King Sing.
The Tourism, Arts and Culture Minister said priority markets include China, Indonesia, Thailand, Japan, South Korea, India, Bangladesh and Vietnam, which have continued to show strong and steady demand for travel to Malaysia.
“At the same time, we will maintain and deepen engagement with emerging and long-haul markets to ensure diversification and long-term resilience,” he said in a statement on Tuesday (March 31).
These include Kazakhstan, Uzbekistan, Turkmenistan, Russia, France, Germany, Australia, Timor-Leste, Ukraine, Denmark, Switzerland, Türkiye and Poland.
Tiong said the ministry was closely monitoring airfare trends, flight frequencies and overall air connectivity, with Tourism Malaysia instructed to provide daily reports on international arrivals and market movements.
“All Tourism Malaysia officers, including those at overseas offices, have been told to give real-time updates, market insights and strategic recommendations.
“This integrated approach will help Malaysia respond more quickly to changing global conditions while supporting the stability and resilience of our tourism economy,” he added.
Tiong said Malaysia was adopting a more targeted tourism promotion strategy, with greater emphasis on high-value segments and the premium travel market rather than purely on arrival numbers.
“The focus is on improving quality, yield and overall economic contribution,” he said, adding that Malaysia would continue to build on its position as a global leader in Muslim-friendly tourism.
This includes strengthening the halal ecosystem, enhancing Muslim-friendly hospitality standards and positioning Malaysia as a preferred destination for Muslim travellers.
Tiong also said there had been no cancellations of flight routes to Malaysia so far.
“Instead, we are seeing positive developments, including new and expanded services such as Air Algérie and Aero Dili from Timor-Leste, as well as Nok Air’s Bangkok to Kuala Lumpur service starting in July,” he said.
Other confirmed and upcoming routes include AirAsia flights from Batam to Kuala Lumpur and Phuket to Penang; Batik Air Malaysia services from Banda Aceh to Kuala Lumpur and Colombo to Kuala Lumpur; Juneyao Airlines from Wuxi to Kuala Lumpur; Chongqing Airlines from Chongqing to Kota Kinabalu; Aero Dili from Dili to Kuala Lumpur; Air Algérie from Algiers to Kuala Lumpur; Qingdao Airlines from Qingdao to Penang; and Lufthansa’s Frankfurt to Kuala Lumpur service beginning in October.
“These developments reflect continued confidence in Malaysia as an aviation and tourism hub in the region,” he said.
Tiong also urged all parties to act responsibly and not spread misinformation or politically driven narratives that could undermine public confidence.
“Malaysia’s priority is clear. We will act responsibly and in the best interest of the rakyat to ensure our economy remains stable, resilient and forward-looking despite external uncertainties,” he added.
