Marketing Featured Southeast Asia

Malaysia’s tourism marketing agency ties with Expedia Group to scale inbound travel to Malaysia

Kuala Lumpur, Malaysia – Tourism Malaysia, an agency under the Ministry of Tourism, Arts & Culture Malaysia, has partnered with global travel platform Expedia Group, for a joint-marketing collaboration to support Malaysia’s domestic and international efforts to promote tourism in Malaysia.

Aligned with Tourism Malaysia’s tourism promotion strategies, the agreement will see both parties embark on an Expedia Group Media Solutions global campaign to promote inbound travel from Australia, the United Kingdom, and the United States to Malaysia. It will spotlight Malaysia’s hidden and unique tourist attractions, as well as promote the variety of accommodations to Expedia Group’s more than 750 million monthly visitors globally.

Moreover, the collaboration will support the country’s target of achieving two million tourist arrivals and RM8.6b in tourist spending, set for its national ‘Malaysia Truly Asia 2022’ campaign.

Doug Park, Expedia Group Media Solutions’ vice president of operations and services, said, “As the world’s travel platform, Expedia Group is proud to be embarking on this journey with Tourism Malaysia to promote and help Malaysia rebuild its reign as a top tourist destination in the region, connecting Malaysia’s tourism industry to millions of travellers in Expedia Group’s worldwide network.”

Meanwhile, Dato’ Sri Hajah Nancy Binti Shukri, the minister of Tourism, Arts and Culture Malaysia, said, “The Internet of Things (IoT) is no longer a stranger to us, and we have become comfortable with this new norm. It is only crucial for the tourism industry to step onto the bandwagon and be one with this new trend and lifestyle.”

Aside from boosting promotion internationally, Tourism Malaysia is also continuing with its focus on further enhancing its domestic promotion with the local media. In addition, the agency has introduced nine mainstream and new media, namely ASTRO, Media Prima Omnia, Star Media Group, RTM, Sinar Harian, Nanyang Siang Pau, Borneo Post, Free Malaysia Today, and BFM 89.9 Radio, as well as two ambient media which are KLIA TV and AEON, who will work together with Tourism Malaysia in enhancing the Cuti-Cuti Malaysia Campaign for the year 2022, to produce a series of branded contents and niche programmes emphasising on the PRE 2.0 projects, to cater for the local market.

“Tourism Malaysia will be intensifying the campaign together with these respective platforms through various means, including electronics, print, and digital, covering tourist destinations within Malaysia. A special thanks to the Ministry of Housing and Local Government Malaysia (KPKT) for providing us with their digital billboards across the states in Malaysia,” added Shukri.