Tourism Malaysia, Sunway Hospitality Group Ink MoU To Strengthen Collaboration For VM2026

PETALING JAYA, June 15 (Bernama) -- Tourism Malaysia and Sunway Hospitality Group today signed a memorandum of understanding (MOU) to strengthen collaboration in promoting Malaysia as a preferred tourism destination under the Visit Malaysia 2026 (VM2026) campaign.

Tourism Malaysia director-general Mohd Amirul Rizal Abdul Rahim said the partnership reflects a strategic public and private sector collaboration aimed at increasing tourist arrivals and expanding Malaysia's tourism footprint globally.

He said the collaboration would involve joint marketing campaigns, overseas sales missions, familiarisation trips for international media and travel trade partners, as well as digital promotional initiatives.

“The partnership also forms part of Tourism Malaysia’s strategy to leverage private sector platforms and expertise to support VM2026 without direct financial commitments from either party.

“We want to show that the government and private sector are working together to promote Malaysia, while sharing resources and strengths for mutual benefit,” he told reporters after the signing of the MOU here today.

Mohd Amirul Rizal said Tourism Malaysia is also intensifying efforts in key Asian markets, including China, while broadening promotional focus beyond leisure tourism to include medical tourism, education tourism and the meetings, incentives, conferences and exhibitions (MICE) segment.

Meanwhile, Sunway Hospitality Group chief executive officer Alex Castaldi said the company would provide full support to Tourism Malaysia through a series of joint domestic and international promotional activities.

He said Sunway’s integrated township developments, which combine hospitality, healthcare, education, retail and leisure attractions, provide a unique tourism ecosystem that complements Malaysia’s tourism offerings.

“Healthcare is one of the fastest growing tourism segments in Asia, and Malaysia is well positioned to benefit from this trend due to its high quality and affordable medical services,” he said.

Alex said the group's integrated developments also offer opportunities to attract visitors through a combination of leisure, healthcare and education experiences.

The signing ceremony was also attended by the Head of VM2026 Secretariat and senior director of Advertising and Digital, Mohd Akbal Setia.

Meanwhile, Tourism Malaysia in the statement said under the MoU, both parties will collaborate on several initiatives, including hosting familiarisation trips for international media, influencers and travel trade partners, as well as joint overseas sales missions and co-branded digital marketing campaigns to promote Malaysia in key regional and long-haul markets.

“The partnership will also leverage Sunway Hospitality Group's membership in the Global Hotel Alliance (GHA), which has more than 35 million members worldwide, to enhance Malaysia's international tourism reach.

“In conjunction with the collaboration, Sunway Hospitality Group is offering up to 30 per cent discounts on room rates, complimentary room upgrades and double DISCOVERY Dollars rewards for eligible bookings made until July 31 for stays through Sept 30,” the statement read.

-- BERNAMA