Tourism Malaysia is expanding its outreach in India through a three-city trade mission designed to strengthen ties with the country’s travel industry. The “Sales Mission Series 2” took place from August 12 to 20, 2026, covering Chennai, Mumbai, and New Delhi. The event gathered 47 Malaysian tourism partners, including tour operators, hoteliers, and airlines, for business-to-business meetings and networking sessions.
The delegation, led by Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia, partnered with Batik Air. The effort follows a rise in Indian visitors to Malaysia, boosted by visa-free entry for Indian nationals introduced in December 2023. By 2025, over 1.5 million Indian tourists had visited the country, making India one of Malaysia’s top five international source markets.
Air connectivity fuels growth
Direct flights between India and Malaysia have contributed to this increase. More than 190 weekly flights now operate between the two countries, providing over 37,000 seats.
Beyond Kuala Lumpur and Genting
The mission aimed to encourage Indian travelers to visit destinations beyond Malaysia’s traditional hotspots. While Kuala Lumpur and Genting Highlands remain popular, Tourism Malaysia is promoting regions like Sarawak, Langkawi, Penang, Johor, and Sabah, which offer nature, adventure, cultural heritage, and food.
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Mohd Amirul Rizal said expanding awareness of these areas could result in longer stays, higher spending, and repeat visits. “India is one of our most important and fastest-growing markets,” he said. “While geopolitical developments and travel trends may influence sentiment, we remain committed to maintaining a strong presence through targeted promotions and partnerships.”
He noted that the mission sought to build business relationships and create new travel packages suited to Indian preferences. “We want travelers to consider options beyond the usual itineraries,” he added.
Ahmad Johanif Ali, Director of Tourism Malaysia, stressed the importance of educating Indian travel agents about Malaysia’s diverse offerings. “Our goal is to showcase new destinations and experiences,” he said. “We’re also focusing on the MICE segment, offering incentives to agents and targeting large groups. Stronger collaboration between airlines, hotels, and other stakeholders is key to ensuring a smooth experience for visitors.”
Dato Aruldas, President of the Malaysian Inbound Tourism Association, supported the push to highlight lesser-known regions. “Malaysia is already a well-known destination for Indian travelers, but there’s more to explore,” he said. “While Kuala Lumpur, Genting Highlands, and Langkawi remain favorites, we’re also promoting Sabah, Sarawak, Johor, and East Malaysia to encourage deeper exploration.”
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The mission aligns with Tourism Malaysia’s strategy to sustain growth from India through 2026 and beyond. With the Visit Malaysia campaign extended to 2027, the tourism board plans to increase promotional efforts in India, building on recent momentum while developing a stronger pipeline of visitors. The extension is expected to create more opportunities for industry collaboration and maintain Malaysia’s visibility in global tourism.
For now, the focus is on turning interest into bookings. The B2B sessions were structured to move beyond showcasing destinations and instead produce concrete travel packages that could attract Indian tourists for years to come.
Indian travelers have shown growing interest in Malaysia’s cultural and natural attractions.
Tourism Malaysia continues to refine its approach to meet the preferences of this key market.