Trip.com signs collaboration with Tourism Malaysia

Trip.com Group, a leading global travel service provider, has announced a new partnership with Tourism Malaysia.

The Memorandum of Collaboration was signed last month during the ITB China trade show, aiming to enhance tourism to Malaysia from China and the wider Asia Pacific region.

Trip.com expanding tourism promotion

The collaboration was formalised by Edison Chen, Vice President of Destination Marketing & Strategic Alliances at Trip.com Group, and Eric Choy, CEO of Harley Travel Sdn Bhd, representing Tourism Malaysia.

The signing was witnessed by Manoharan Periasamy, Director General of Tourism Malaysia, and Stephane Thong, General Manager of Trip.com Malaysia.

Under this three-year agreement, Trip.com and Tourism Malaysia will expand their existing collaboration beyond China to the broader Asia Pacific region.

The partnership will leverage Trip.com Group’s extensive global resources to attract more Chinese and international visitors to Malaysia.

Key areas of focus include marketing initiatives and product promotions, particularly for hotels and attractions in regions such as Johor and Sarawak.

Celebrating diplomatic ties

In celebration of the 50th anniversary of diplomatic relations between China and Malaysia, Harley Travel will collaborate with Trip.com and the Ministry of Tourism to boost tourism between the two countries, taking advantage of the visa-free travel arrangement.

Chen highlighted the growing interest in Malaysian destinations: “Based on our data, Kota Kinabalu, Penang, Langkawi, and Semporna are among the most popular Malaysian cities for travellers globally.

This exemplifies Malaysia’s appeal as a diverse tourist destination.

Although tourism has picked up since the visa-free travel arrangements with China, there is still much potential to enhance Malaysia’s profile. Trip.com Group is committed to helping Malaysia’s tourism industry grow in numbers and attract quality tourists.”

Manoharan expressed optimism about the partnership: “The signing of this partnership signifies another milestone in our close relationship with Trip.com Group.

Expanding our agreement to cover the Asia Pacific region shows our successful collaboration, and we are excited to work together to enhance our tourism promotion efforts and showcase Malaysia’s offerings.”

Tourism Malaysia recently unveiled its strategic roadmap for “Visit Malaysia 2026,” aiming to attract 35.6 million international tourist arrivals and MYR147.1 billion in tourist expenditure.

The roadmap includes branding and marketing initiatives, strategic partnerships for joint promotions, and targeted market segmentation.

According to Trip.com Group’s data, Malaysia remains a top destination for Chinese tourists.

During the Labour Day holiday, Tawau, known for its cocoa production and unique land and sea experiences, ranked among the top five Malaysian cities for Chinese travellers.

The collaboration between Trip.com and Tourism Malaysia marks a significant step in promoting Malaysia as a prime tourist destination.

With strategic initiatives and enhanced marketing efforts, both organisations aim to boost tourism numbers and improve the quality of visitor experiences.

This partnership promises to strengthen Malaysia’s position in the global tourism market.