The two sides will collaborate on initiatives such as co-branded advertising, familiarisation trips, and cultural events to highlight Malaysia’s appeal as a leisure and business destination, while positioning Vietnam Airlines as the preferred carrier.

As part of ongoing efforts to promote Malaysia as a preferred tourist destination, Tourism Malaysia took part in the International Travel Expo (ITE) Ho Chi Minh City held from September 5 to 7.

Malaysia has set a target of welcoming 27.3 million foreign tourists in 2024, riding on the wave of optimism fueled by a series of strategic initiatives and the success of attracting over 20 million foreign tourists last year.

Malaysia is predicted to welcome at least 18 million international tourist arrivals in 2023 to surpass the initial target of 16.1 million.

Malaysia hopes to meet its target of welcoming a record 30 million tourists in 2020 by redirecting its marketing efforts to local and other markets as the number of visitors from China has dropped.