The Malaysian Tourism Board held a B2B session with industry players on June 12 in a bid to refine and strengthen its strategic roadmap for Visit Malaysia 2026 (VM2026).
The session was attended by key players from the travel industry, including travel agents, hoteliers and airlines.
The B2B session was attended by industry players including travel agents, hoteliers and airlines.
The session aimed to build on the strategic initiatives outlined at Tourism Malaysia’s networking session on its strategic direction towards VM2026 held in late April, marking a key milestone in streamlining and strengthening the strategy of Tourism Malaysia’s overseas offices and ensuring the successful implementation of high-impact and rapid transformation programmes.
The event, held at the World Trade Centre (WTC) in Kuala Lumpur, gave over 80 local representatives, including travel agents, tourism product owners, airlines and hoteliers, the opportunity to interact with Tourism Malaysia’s 30 overseas offices and four marketers from around the world.
Emphasis was placed on the important role that overseas directors play in realising Malaysia’s tourism vision and they were encouraged to actively engage with industry stakeholders, be open to new ideas and work in line with current trends to achieve the set goals.
The session reaffirmed Tourism Malaysia’s commitment to realising its VM2026 vision, which aims to attract 35.6 million tourists and generate revenue of 147.1 billion ringgit (US$31.2 billion).
Minister of Tourism, Arts and Culture Tiong King Sin said: “Our journey towards VM2026 is not just a campaign, it is a collaborative effort that requires the support and commitment of everyone. Let us use the feedback and insights gained from this session and work together to reshape our marketing action plan so that we can create an engaging campaign that will invite people from all over the world to experience the wonders of Malaysia.”
