Tourism Malaysia, Sunway Hospitality Group partner for Visit Malaysia 2026

KUALA LUMPUR, MALAYSIA, 15 June 2026 – Tourism Malaysia and Sunway Hospitality Group have officially signed a Memorandum of Understanding (MoU), marking a significant milestone in the nation's preparations for Visit Malaysia 2026 (VM2026). The collaboration represents one of the most impactful public-private partnerships announced thus far for the national tourism campaign, reflecting a shared commitment to strengthening Malaysia’s position as a leading global travel destination.

The MoU was formalised by Tourism Malaysia Director General, Mohd Amirul Rizal Abdul Rahim, and Sunway Hospitality Group Chief Executive Officer, Alex Castaldi. The agreement sets the foundation for a strategic collaboration that will drive international awareness of Malaysia through a series of coordinated marketing and promotional initiatives.

Under the partnership, both organisations will work closely to showcase Malaysia’s diverse tourism offerings while highlighting Sunway Hospitality Group’s portfolio of world-class hotels and resorts. A key component of the collaboration includes hosting familiarisation (FAM) trips for international media representatives, influencers, travel agents, and tourism stakeholders. These initiatives are designed to provide first-hand experiences of Malaysia’s hospitality, culture, attractions, and unique travel experiences.

In addition, Tourism Malaysia and Sunway Hospitality Group will undertake joint overseas sales missions aimed at engaging travel trade partners and strengthening Malaysia’s presence in key international markets. The partnership will also leverage co-branded digital marketing campaigns and targeted promotional activations to reach potential travellers across both regional and long-haul destinations.

The collaboration comes at a crucial time as Malaysia intensifies efforts to attract higher visitor arrivals ahead of Visit Malaysia 2026. By combining Tourism Malaysia’s extensive international network and destination marketing expertise with Sunway Hospitality Group’s established reputation in the hospitality sector, the partnership is expected to generate stronger visibility for Malaysia among global travellers.

Speaking on the significance of the agreement, representatives from both organisations highlighted the importance of public-private sector collaboration in achieving the objectives of Visit Malaysia 2026. Such partnerships play a vital role in creating impactful tourism campaigns, enhancing visitor experiences, and strengthening Malaysia’s competitiveness within the global tourism landscape.

The MoU between Tourism Malaysia and Sunway Hospitality Group serves as a strong example of industry-wide cooperation aimed at driving sustainable tourism growth. Through innovative marketing strategies, international outreach, and enhanced hospitality offerings, the partnership is poised to contribute significantly towards attracting more visitors and showcasing Malaysia’s rich cultural heritage, natural beauty, and world-class tourism experiences to the world.

With tourism remaining a key pillar of the national economy, initiatives such as this reinforce Malaysia’s ambition to welcome millions of international visitors and further establish itself as one of Asia’s most compelling travel destinations in the years ahead.