The Malaysian Ministry of Tourism, Arts and Culture Malaysia (MOTAC), in collaboration with Tourism Malaysia, successfully concluded its sales mission to Thailand.
The mission made its way through Chiang Rai, Chiang Mai, and Bangkok from 22nd June to Thursday, 3rd July.
The mission sought to enhance bilateral tourism cooperation and lay the foundation for stronger ties ahead of Visit Malaysia 2026 (VM2026).
Led by Malaysian tourism, arts, and culture minister Tiong King Sing, the mission brought together Malaysian delegation comprising 24 organisations, including travel agencies, product owners, hotels, Malaysia My Second Home (MM2H) agents, and the National Association of Private Educational Institutions (NAPEI).
Tiong declared: “Thailand and Malaysia are more than neighbours – we are partners in progress. This mission is a call to rise together as collaborators, driving shared prosperity and sustainable tourism growth throughout Southeast Asia.”
An important market
Southeast Asia remains a core pillar of Malaysia’s tourism strategy; indeed, ASEAN countries contributed 28.19 million visitor arrivals in the past year.
Travellers from ASEAN nations accounted for 74.3 percent of Malaysia’s international visitors, generating RM54.38 billion in receipts.
Thailand, in particular, is viewed as a key market to attract higher-spending and longer-staying travellers due to its convenient transport connectivity and cultural familiarity.
Thailand alone delivered 2.27 million visitors, and while there was a slight 1.4 percent dip in arrivals, Thai travellers spent RM3.99 billion, a 23.3 percent year-on-year increase, indicating a trend toward higher-quality tourism.
In addition, the MM2H programme continues to appeal to Thai families and retirees who seek affordable, comfortable long-stay options in Malaysia.
Pitching Surreal Experiences
The Visit Malaysia 2026 campaign centres on the theme Surreal Experiences, positioning Malaysia as a destination for meaningful, culturally rich, and family-friendly travel.
Key emphasis was placed on initiatives to expand air with land connectivity, promote twin-destination packages, support sectors including medical tourism, education mobility and Muslim-friendly travel.
Both Malaysia and Thailand also expressed a shared commitment to simplifying border procedures, strengthening marketing partnerships, and championing sustainable tourism practices.
From January to April 2025, Malaysia welcomed 13.4 million international visitors, a 21 percent increase compared to the same period last year.
Of this total, arrivals from Thailand reached 833,610, reflecting a healthy year-on-year growth of 3.4 percent and underscoring Thailand’s continued importance as a key source market.
