Malaysia partners with Etihad to boost tourism

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Tourism Malaysia has signed a new agreement with Etihad Airways, with the aim of driving more visitor arrivals to the country through the airline’s network.

Under the agreement, Etihad and Tourism Malaysia will embark on a range of joint marketing activities targeting Malaysia’s main inbound visitor source markets, including the UK, US, Germany, France, Italy and the Middle East. Research by Tourism Malaysia revealed that these markets provided 1.2 million visitors to Malaysia in 2014, an increase of 10% compared to 2013.

Andrew Ward, Etihad's vice president of marketing, agrees the deal with Chong Yoke Har, Tourism Malaysia's deputy director general of planning
Andrew Ward, Etihad’s vice president of marketing, agrees the deal with Chong Yoke Har, Tourism Malaysia’s deputy director general of planning

The deal was signed at the joint Etihad-Alitalia pavilion at the World Expo in Milan.

“This partnership underlines the long-standing links between Etihad Airways and Malaysia, and will help to create even greater opportunities to increase the growing number of tourists and business travellers flying to the country with us,” said Andrew Ward, Etihad’s vice president of marketing.

“Malaysia is one of our top destinations and Etihad Airways has carried more than one million passengers to and from the country since 2007.”

The joint campaign will focus on multimedia marketing and fam trips for the travel trade and media, with a key focus being placed on Malaysia’s ‘Years of Festivals’ campaign.

“With the new agreement we can work together on robust tactical campaigns to make Malaysia the top-of-mind destination among Etihad Airways’ extensive customer base,” said Chong Yoke Har, Tourism Malaysia’s deputy director general of planning.

“This agreement is an important step towards Malaysia achieving its strategic goal of earning MYR168 billion (US$45.5bn) from the targeted 36 million tourist arrivals by 2020,” she added.

Etihad currently flies twice daily between Abu Dhabi and Kuala Lumpur, and offers connections to other parts of Malaysia through its codeshare partnership with Malaysia Airlines.

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