HANOI: Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing has called for deeper, more strategic collaboration between Malaysia and Vietnam in the tourism sector.
He stressed the need to spotlight destinations beyond the well-trodden paths of Kuala Lumpur and Penang.
Highlighting the vast tourism potential that remains underexploited, Tiong said Malaysia’s diverse offerings must be better promoted, especially in the lead-up to Visit Malaysia Year 2026.
“It is important for us to explore deeper and more comprehensive collaboration in the tourism sector to achieve mutually beneficial outcomes,” he said in a Facebook post today.
“This includes refreshing and upgrading our existing tourism products. Malaysia has so much more to offer beyond Kuala Lumpur and Penang — we must also promote the diverse tourism assets found in Melaka, Johor, Sabah and Sarawak.”
The Bintulu MP made these remarks during an official visit to Vietnam, where he met with major players in the local tourism industry, including Ben Thanh Tourist which is one of the country’s largest tourism conglomerates providing both domestic and international travel services.
Tiong and his delegation were welcomed by Ben Thanh Tourist chief executive officer Nguyen Ngoc Hoai and regional sales representative Tran Phuong Linh.
During the meeting, Nguyen disclosed that Singapore remains the top choice for many Vietnamese travellers, followed by Malaysia and Indonesia.
In response, Tiong acknowledged the strong competition in the region and underscored the need for Malaysia to step up its marketing and promotional efforts to boost its attractiveness in the Vietnamese market.
He also stressed the importance of improving flight connectivity and facilitating familiarisation trips for Vietnamese tourism stakeholders to experience Malaysia’s rich and varied offerings firsthand.
“As such, it is vital for both sides to strengthen their commitment to long-term cooperation in the fields of tourism and culture.
“Malaysia is fully prepared to extend logistical support, including organising familiarisation trips for Vietnamese delegations, so they may experience firsthand the many attractions our country has to offer,” he said.
Tiong’s visit is part of Malaysia’s broader push to enhance regional tourism partnerships and lay the groundwork for a successful Visit Malaysia Year 2026 campaign.
