Malaysia to Boost Tourism in ASEAN

Tourism players have been urged to make the most of Malaysia’s role as the Asean Chair by creating well-planned marketing and promotional campaigns that align with Visit Malaysia 2026. Malaysian Indian Travel and Tours Association president Datuk A. Aruldas said they should use this opportunity to enhance their campaigns to leverage the expected increase in tourist arrivals. Malaysia stands out among Asean nations because of its multiracial and multicultural community. The country should highlight this uniqueness.

Malaysia is a preferred tourist destination due to English being widely spoken, as well as for its efficient public transport system. Although India is a major market, the country should also focus on Asean countries like Thailand and Vietnam, which have significant potential. The association is working to promote Sabah and Sarawak to Indian nationals. For the Peninsular Malaysia market, the situation is well-established, with strong products and connections in places like Kuala Lumpur, Penang, and Langkawi.

However, for Kota Kinabalu and Kuching, the Indian market is relatively small, and the association is addressing this by collaborating with state governments. One reason Indian nationals prefer Peninsular Malaysia is the similarity in food and culture. About 30% of Indian tourists are vegetarians, so they look for states with a significant number of Indian restaurants and shops. Most of their spending is on food, beverage, and clothing, and many also visit Malaysia for meetings, incentives, conventions, and exhibitions events.

One key challenge is the lack of direct flights. In the case of Penang and Langkawi, they have become popular destinations due to newly-introduced direct flights. Last month, Malaysia announced an extension of visa exemption for Indian nationals until December 31, 2026. This move is in line with Malaysia’s 2025 Asean chairmanship and preparations for Visit Malaysia 2026.