WITH the first quarter coming to a close, Malaysia’s tourism planners – the golf industry included – find themselves dealing with a global landscape characterised by uncertainty, but also with a degree of opportunity.
There’s no denying that the escalating conflict in the Middle East and rising geopolitical tensions have disrupted travel flows across Asia.
Tourism Malaysia, though, said the country has been spared the worst of the fallout – so far, and largely thanks to the efforts focused on regional markets and a strategic move to diversify their approach ahead of Visit Malaysia Year 2026.
Tourism Malaysia chairman Datuk Manoharan Periasamy said the agency has been monitoring the situation closely, particularly the impact of the Iran-related conflict on long haul travel and airline capacity across the region.
Several Asian destinations have reported cancellations, weakened forward bookings and higher airfares as carriers reroute or reduce flights through the Gulf. But Malaysia is in a comparatively stronger position.
“As you know, Visit Malaysia Year is in 2026. Our focus markets remain the same.
“Many people have asked whether the situation in the Middle East will affect arrivals.
“Fortunately, our core markets are regional,” he said. “And these are China, India and Asean, which together account for about 80% of arrivals.”
Indeed, the regional thrust has proven crucial. While some Asian destinations rely heavily on Middle Eastern transit hubs for European and long-haul traffic, Malaysia’s tourism mix is anchored in short-haul markets that have remained resilient.
Manoharan added the visa free arrangements introduced late last year for China and India, have helped stabilise demand.
“Our focus on China and India, and Singapore remains strong.
“Since the visa free arrangements came into effect, we’ve seen steady growth from these markets. North-East Asia – South Korea and Japan – is also performing well,” he added.
Still, the turbulence in the Middle East has not left Malaysia unscathed.
Airlines that operate through Dubai, Doha, Abu Dhabi and Muscat have trimmed their frequencies, in some cases, rather significantly – affecting both leisure and business travel.
“There has been some impact from flight cancellations between the Middle East and Malaysia,” Manoharan pointed out.
“Emirates and Qatar Airways alone used to operate around 42 weekly flights, plus Etihad, Oman Air and Air Arabia. So yes, we’ve lost a few thousand seats a week.”
Higher airfares have added to the growing pressures, making long-haul travel to South-East Asia more expensive for travellers from the European and Middle Eastern markets.
But Malaysia’s tourism operators have responded with a mix of tactical promotions and targeted partnerships.
“The markets that rely heavily on Dubai, Doha, Abu Dhabi and Muscat are definitely feeling the impact, especially for leisure travel,” said Manoharan.
“Airfares have risen. But Tourism Malaysia is preparing attractive offers to encourage travellers to choose Malaysia over the next few months.
“These packages – combining hotels, shopping and other experiences – will be announced in due course.”
Despite the disruptions, Malaysia’s European strategy remains solid. Direct flights by Malaysia Airlines to London and Paris continue to perform well, the Tourism Malaysia chairman said.
They’re providing a stable backbone for long-haul arrivals.
Turkish Airlines, also, has emerged as a key partner.
“We’re fortunate to have Malaysia Airlines flying directly to London and Paris. Those routes are stable.
“We’re also working closely with Turkish Airlines, which now operates almost three flights a day from Istanbul to Kuala Lumpur. That helps us tap into Central Asia, supported further by our own carriers flying directly to the region.”
Manoharan said while Visit Malaysia Year 2026 sees Europe as a priority, it does not eclipse the regional markets that have kept Malaysia’s numbers buoyant during this volatile period.
One of the more unexpected bright spots this quarter has been golf tourism. With this being Visit Johor Year 2026 the state has become a key promotional tool, especially for high spending travellers.
Johor’s proximity to Singapore also makes it a natural target.
“In Johor, the obvious target is Singapore,” Manoharan said. “There are around three to four million expatriates living in Singapore, and they’re an important segment for us.
“We want them not only to come for day trips but to stay longer – play golf, enjoy the city, shop and spend.”
Golfers, Manoharan added, typically spend three to four times more than the average tourist, making the sport an ideal platform to promote other sectors, from medical tourism to education and Malaysia My Second Home.
Still, as the first quarter of 2026 closes, Malaysia’s tourism outlook is a blend of realism and optimism. The Middle East war is squeezing airline capacity and pushing up fares, but the country’s reliance on regional markets, and its ability to pivot quickly, has somewhat softened the blow.
