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In January 2025, Ms. Amirah Nadiah Mazlan officially assumed the position of Director of the Malaysia Tourism Promotion Board's office in Vietnam. With over 18 years of experience in tourism management in Malaysia, Ms. Amirah Nadiah Mazlan expects to strengthen promotion and collaborate closely with partners in Vietnam to make Malaysia a top tourist destination for Vietnamese visitors.
In January 2025, Ms. Amirah Nadiah Mazlan officially assumed the position of Director of the Malaysia Tourism Promotion Board office in Vietnam.
2024 marked significant milestones in efforts to promote Malaysian tourism in Vietnam, one of Malaysia's key markets, yielding positive results with 330,189 Vietnamese tourists visiting Malaysia.
The Malaysia Tourism Promotion Board continues to expand its diverse promotional activities in the Vietnamese market, including participation in international tourism fairs and exhibitions in Hanoi and Ho Chi Minh City; organizing promotional campaigns with leading airlines, travel companies, and online travel agencies; conducting seminars and business networking events in Hanoi, Ho Chi Minh City, and Da Nang; and collaborating with online media outlets to conduct communication campaigns to introduce Malaysian culture and tourism to a wider 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 provide a more direct and in-depth experience of the unique cuisine and diverse culture of Malaysia.
The Malaysia Tourism Board continues to expand its diverse promotional activities in the Vietnamese market.
In 2025, with the goal of attracting 489,000 Vietnamese tourists, the Malaysia Tourism Promotion Board in Ho Chi Minh City will further strengthen its marketing campaigns to stimulate tourism in Malaysia through collaboration with strategic partners including airlines, travel companies, online travel agencies, news agencies, and influencers, giving Vietnamese tourists more opportunities to experience new lands, rich and unique cuisine and culture of Malaysia. In addition, Malaysia's chairmanship of ASEAN in 2025 will create 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 January 6th, the national campaign for Malaysia Tourism Year 2026 (VM2026) was officially launched by His Excellency Prime Minister YAB Dato' Seri Anwar Ibrahim. VM2026 aims to attract 35.6 million international tourists and generate tourism revenue of up to RM147.1 billion (equivalent to USD 32.5 billion), enhancing Malaysia's tourism competitiveness in the international market and affirming the industry's pivotal role in contributing to the national GDP.
Ms. Amirah Nadiah Mazlan stated: “The close coordination between tourism promotion, destination marketing, and enhanced connectivity through the operation of direct flights between Malaysia and Vietnam will extend the efforts of the Malaysian tourism industry in positioning Malaysia as a leading destination in the region, especially in Vietnam, one of Malaysia's important source markets. All these activities will make a significant contribution to the success of the Malaysia Tourism Year 2026.”
The meeting provided an opportunity for the Malaysia Tourism Promotion Board to express its gratitude to representatives of media outlets and content creators, while also listening to their feedback to better tailor promotional efforts to the tastes of Vietnamese tourists.
