Malaysia offers incentives to attract Vietnamese tourists

In a private interview with Thanh Nien Newspaper reporters in Ho Chi Minh City on the occasion of the announcement of the Visit Malaysia 2026 campaign, Ms. Nor Aida Ismail - Deputy Director of the Southeast Asia International Promotion Department (under the Malaysia Tourism Promotion Board) shared about the importance of the Vietnamese market, and the reason why the S-shaped country is being given top priority by Malaysia in its international tourism promotion strategy in the post-pandemic period.

PHOTO: LE NAM

"Vietnam is not only a potential tourist market but also a strategic partner of Malaysia in the process of repositioning the national tourism image in the new phase," Ms. Nor Aida affirmed.

Vietnamese tourist attraction: 168,677 arrivals in just 6 months

According to Tourism Malaysia statistics, in the first half of 2025, Malaysia welcomed more than 168,677 Vietnamese visitors - an impressive number, showing the strong recovery and stable love that Vietnamese tourists have for this destination. In 2024, the total number of Vietnamese visitors to Malaysia also reached more than 366,500, the highest among ASEAN countries (excluding Singapore and Thailand, which have adjacent borders).

In contrast, also last year, more than 221,000 Malaysian tourists chose Vietnam as a destination for vacation, business and cultural exploration . This two-way relationship creates a solid bilateral foundation, helping Malaysia not only see Vietnam as a key market, but also a strategic partner in regional tourism development cooperation.

PHOTO: LE NAM

The key factor that helps Malaysia maintain its attractive position for Vietnamese tourists is continuous and convenient air connectivity. As of July 2025, there were 164 direct flights per week between major cities in Vietnam (Ho Chi Minh City, Hanoi , Da Nang) and tourist centers in Malaysia such as Kuala Lumpur, Penang, Langkawi.

Airlines such as Malaysia Airlines, AirAsia, and Batik Air maintain stable flight frequencies and continuously launch many special combo packages specifically for the Vietnamese market, especially during the festival season, summer, and holidays.

"We see that the number of young Vietnamese tourists is increasing rapidly, especially the group that likes independent travel, loves culture and cuisine and is always looking for new experiences that are safe, friendly and reasonably priced," said Ms. Nor Aida Ismail.

PHOTO: LE NAM

That is why Malaysia is shifting its focus to promoting personalized, sustainable and community-based tourism products, such as: Ecotourism in Sabah, Sarawak - home to the most pristine forests and diverse ecosystems in Southeast Asia; wellness retreats at high-end resorts in the highlands; MICE tourism for businesses and groups combining meetings, vacations and exploration.

"Gold mine" not fully exploited

"Malaysia is a melting pot of three major cultures - Malay, Chinese and Indian, along with indigenous communities such as the Orang Asli and Baba-Nyonya. This blend creates a vibrant cultural identity, from street food, folk music to traditional festivals throughout the year," Ms. Nor Aida emphasized.

To fully promote the “Flavor of Malaysia”, the Visit Malaysia 2026 campaign not only organizes domestic festivals, but also brings traditional cuisine, arts and performances to Vietnam. A typical example is the Rasa Malaysia event - Malaysian Culinary Culture Week held at the Nikko Saigon Hotel in late July 2025, attracting a large number of diners and the media.

PHOTO: LE NAM

The campaign launch event in Ho Chi Minh City also gathered more than 30 leading tourism businesses from Malaysia, creating conditions for Vietnamese companies to work directly through B2B sessions, thereby negotiating tours, designing new products, and implementing joint communication campaigns.

Malaysia is also expanding cooperation with KOLs, travel bloggers, and travel newspapers in Vietnam to reach the right Gen Z customers, young families, and middle and upper-class groups who love "high-quality, flexible, and personalized travel" experiences.

Ms. Nor Aida affirmed: "Vietnam is not only a target market, but also a cultural bridge and sustainable cooperation in ASEAN. We believe that when Vietnamese people understand and love Malaysia more, that is also the time when the relationship between the two countries will become deeper."