By Dayak Daily Team Editor KB
By DayakDaily Team
KUCHING, July 3: Thailand continues to stand as a vital tourism source market for Malaysia, contributing 2.27 million visitors and generating RM3.99 billion in receipts in 2024, according to the Ministry of Tourism, Arts and Culture Malaysia (MOTAC).
In a bid to further strengthen this bilateral tourism partnership, MOTAC in collaboration with Tourism Malaysia successfully concluded a comprehensive Sales Mission across Chiang Rai, Chiang Mai, and Bangkok, which ran from June 22 to July 3, 2025.
The mission served as a strategic effort to reinforce cross-border tourism ties and lay the groundwork for stronger regional cooperation ahead of the highly anticipated Visit Malaysia 2026 (VM2026) campaign.
The mission was led by the Minister of Tourism, Arts and Culture Malaysia Dato Sri Tiong King Sing, and brought together a robust Malaysian delegation comprising 24 organisations, including travel agencies, hospitality players, product owners, Malaysia My Second Home (MM2H) agents, and representatives from the National Association of Private Educational Institutions (NAPEI).
鈥淭hailand and Malaysia are more than neighbours 鈥 we are partners in progress. This mission is a call to rise together as collaborators, driving shared prosperity and sustainable tourism growth throughout Southeast Asia,鈥 Tiong said in the media release today, underscoring the importance of regional unity in bolstering the tourism economy.
He noted that Southeast Asia continues to be a cornerstone of Malaysia鈥檚 tourism strategy.
鈥淚n 2024, Asean countries accounted for 28.19 million visitor arrivals 鈥 a significant 74.3 per cent of Malaysia鈥檚 total international arrivals 鈥 and generated RM54.38 billion in tourism receipts.
鈥淲hile there was a slight dip of 1.4 per cent in Thai arrivals, the market showed a strong shift toward higher-quality tourism, with Thai visitors contributing a notable 23.3 per cent increase in receipts year-on-year,鈥 he shared.
From January to April 2025, Tiong revealed that Malaysia recorded 13.4 million international visitors 鈥 a 21 per cent increase compared to the same period in 2024.
鈥淭hai arrivals during this period reached 833,610, marking a healthy 3.4 per cent year-on-year growth and reinforcing Thailand鈥檚 continued role as a strategic partner in Malaysia鈥檚 tourism growth,鈥 he added.
The minister emphasised that the Visit Malaysia 2026 campaign, themed 鈥淪urreal Experiences鈥, aims to position Malaysia as a premier destination for immersive, culturally rich, and family-oriented travel.
鈥淭hailand remains a key target market for this campaign due to its geographic proximity, cultural familiarity, and strong transport connectivity, making it ideal for attracting higher-spending and longer-staying tourists,鈥 he said.
Additionally, the MM2H programme continues to resonate with Thai families and retirees seeking affordable and comfortable long-stay options in Malaysia, further deepening people-to-people connections between the two countries.
Throughout the mission, emphasis was placed on enhancing land and air connectivity, promoting twin-destination packages, and supporting niche sectors such as medical tourism, education mobility, and Muslim-friendly travel.
Both countries also reaffirmed their commitment to easing border procedures, intensifying joint marketing efforts, and advancing sustainable tourism development.
As Malaysia gears up for Visit Malaysia 2026, the outcomes of this sales mission are expected to pave the way for greater cooperation, higher-value tourism, and renewed momentum in regional travel. 鈥 DayakDaily