Malaysia expects one million tourists from Middle East by end of the year

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In an exclusive interview with TravTalk ME, Datuk Manoharan Periasamy – Director General of Tourism Malaysia shared that they expect to close the year with one million visitors from the Middle East region. 'Last year, Malaysia welcomed 194,000 visitors from the Middle East. Given our strategic initiatives, increased connectivity, and renewed market engagement, we are setting our sights much higher. Based on current airline capacity planning and market interest, we confidently project welcoming more than one million visitors from the Middle East by the end of 2025.'
Speaking on some of the key initiatives that they are currently working on, Periasamy reiterated, 'We recognise the growing need to introduce more B2C-focused programs tailored for the Middle Eastern market. We've observed that younger travellers from this region are increasingly exploring destinations other than Malaysia—possibly due to a perception that Malaysia lacks activities or products that cater specifically to their interests and lifestyles. In response, we have initiated collaborations with trusted local partners in the Middle East to develop 'soft adventure' and lifestyle experiences that appeal to the younger demographic. While families from the region continue to choose Malaysia as a preferred holiday destination, we aim to re-engage younger travellers who are currently exploring alternatives in neighbouring countries. Our industry discussions and trade events with Middle Eastern operators have highlighted a key challenge: accessibility. While Malaysia receives a considerable number of Middle Eastern visitors—many of whom travel for religious purposes—the seat capacity between major cities in Saudi Arabia and Kuala Lumpur remains limited. To address this, we are actively working with key airlines including Riyadh Air and flynas. We are optimistic about launching direct routes from Saudi Arabia to Malaysia—potentially as early as the end of this year—which will greatly enhance travel accessibility and support our broader tourism goals. Furthermore, we are forming strategic partnerships with travel specialists such as Al Musafir in Saudi Arabia and others who focus on niche tourism products. Destinations like Sabah, Sarawak, and Kuala Lumpur continue to hold strong appeal for younger visitors, particularly those interested in entertainment, urban culture, and experiential travel. Malaysia also offers extensive halal dining options, with halal-certified restaurants and food experiences readily available. This is a significant advantage for Middle Eastern travellers seeking destinations that align with their dietary and cultural needs. We acknowledge that Malaysia may have previously underrepresented products suited to the younger generation due to a perception of conservatism. However, through ongoing dialogue with Middle Eastern operators, we are working to spotlight offerings that resonate with Gen Z and young adults—especially in vibrant markets like Saudi Arabia, where the majority of outbound travellers are under 35. On connectivity, we are also engaging with markets beyond the UAE and Saudi Arabia—such as Qatar, Kuwait, Bahrain, and Oman. While UAE and Doha offer strong air connectivity, markets like Kuwait and Bahrain still face limited direct access. However, these gaps are partially bridged by services from regional carriers like Air Arabia.'

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