TOURISM MALAYSIA HOSTS B2B SESSION WITH INDUSTRYLEADERS TO REFINE MARKETING STRATEGIES FOR VM2026
KUALA LUMPUR, 12 June 2024 – In a focused effort to refine and enhance the strategic
roadmap towards Visit Malaysia 2026 (VM2026), Tourism Malaysia convened a pivotal
Business-to-Business (B2B) session with industry stakeholders today. The session was
attended by key players from the travel industry, including travel agents, hoteliers, and
airlines.
The primary aim of this programme is to build upon the strategic initiatives introduced
during the Tourism Malaysia Strategic Direction Towards VM2026 Networking Session
held in late April. This session serves as a critical juncture to streamline and fortify the
strategies for Tourism Malaysia’s overseas offices, ensuring the successful
implementation of high-impact and fast-conversion programmes.
Held at the World Trade Centre (WTC) Kuala Lumpur, over 80 local representatives,
including travel agents, tourism product owners, airlines and hoteliers, had the
opportunity to connect with 30 Tourism Malaysia’s overseas offices and 4 marketing
representatives worldwide. The programme provides a platform for productive
discussions and networking.
The session underscores the importance placed on enhancing overseas initiatives and
consolidating efforts towards achieving the objectives of VM2026. The programme aims
to leverage the invaluable feedback and support obtained from previous B2B sessions
with industry players. These insights are crucial in developing effective marketing
strategies that resonate with target audiences and stay at the forefront of global tourism
trends.
Emphasis was placed on the critical role of overseas directors in realising the vision for
Malaysian tourism. They are encouraged to proactively engage with industry
stakeholders, embrace new ideas, and align their efforts with current trends to achieve
the set targets.
The session reaffirmed Tourism Malaysia’s commitment to realising the vision of
VM2026, aiming to attract 35.6 million tourist arrivals and generate RM147.1 billion in
