In January 2025, Ms. Amirah Nadiah Mazlan officially took on the position of Director of the Malaysia Tourism Promotion Board office in Vietnam. With more than 18 years of experience in tourism management in Malaysia, Ms. Amirah Nadiah Mazlan hopes to strengthen promotion and closely coordinate with partners in Vietnam to make Malaysia a top tourist destination for Vietnamese tourists.
In January 2025, Ms. Amirah Nadiah Mazlan officially took up the position of Director of the Malaysia Tourism Promotion Agency office in Vietnam.
The year 2024 marks important milestones in efforts to promote Malaysian tourism in Vietnam, one of Malaysia's key markets, achieving positive results of 330,189 Vietnamese tourists to Malaysia.
The Malaysia Tourism Promotion Board continues to expand its diverse promotional activities in the Vietnamese market, including participating in international tourism fairs and exhibitions in Hanoi and Ho Chi Minh City; organizing promotional campaigns with leading airlines, travel companies and online travel agents; conducting seminars and business networking events in Hanoi, Ho Chi Minh City and Da Nang; and cooperating with electronic media agencies to carry out communication campaigns to introduce Malaysian culture and tourism to a wide audience.
In addition, the Malaysia Tourism Promotion Board in collaboration with the Malaysian Embassy in Hanoi and the Malaysian Consulate General in Ho Chi Minh City organizes Malaysian food and culture weeks to bring a more direct and in-depth experience of the unique cuisine and diverse culture of Malaysia.
Malaysia Tourism Promotion Board continues to expand diverse promotional activities in the Vietnamese market
In 2025, with the goal of attracting 489,000 Vietnamese tourists, the Malaysia Tourism Promotion Agency in Ho Chi Minh City will further strengthen marketing campaigns to stimulate Malaysian tourism through coordination with strategic partners including airlines, travel companies, online travel agents, news agencies, and influencers so that Vietnamese tourists have more opportunities to experience new lands, rich and unique cuisine and culture of Malaysia. In addition, Malaysia becoming ASEAN Chair in 2025 will create more favorable conditions for Malaysia to promote cultural and people-to-people exchanges, contributing to enhancing the position of ASEAN in general and Malaysia in particular on the world tourism map.
Travel bloggers check in with Malaysia's mascot
Furthermore, on 6 January, the national campaign Visit Malaysia Year 2026 (VM2026) was officially launched by Prime Minister YAB Dato' Seri Anwar Ibrahim. VM2026 aims to attract 35.6 million international tourist arrivals and generate tourism revenue of up to RM147.1 billion (equivalent to USD32.5 billion), enhancing the competitive position of Malaysian tourism in the international market, and affirming the industry's pivotal role in contributing to the national GDP.
“The close coordination between tourism promotion, destination promotion and enhanced connectivity through direct flights between Malaysia and Vietnam will continue the efforts of the Malaysian tourism industry in promoting Malaysia as a leading destination in the region, especially in Vietnam, which is one of Malaysia’s important source markets. All these activities will be important contributions towards the success of Visit Malaysia Year 2026,” said Ms. Amirah Nadiah Mazlan.
The meeting was an opportunity for the Malaysian Tourism Promotion Board to express its gratitude to representatives of press and media agencies and content creators, and to listen to their contributions so that promotional efforts are more suitable to the tastes of Vietnamese tourists.
