Malaysia’s Ministry of Tourism, Arts and Culture, through its agency Tourism Malaysia, brought the best that the country could offer to this year’s Tourism Expo Japan.

This year’s Malaysian delegation was led by deputy secretary-general of tourism Yasmeen Yasim and Tourism Malaysia’s director general Manoharan Periasamy.

A total of 15 delegates representing eight organisations made up the mission team, including representatives from four state tourism boards, two airlines, one tour operator, and one association.

New ideas

At the event, Tourism Malaysia introduced two new niche packages: Edu+ (Edutourism) and Unimaginable Golf Packages, offering travellers experiential learning, cultural exchange, and world-class golfing experiences.

In 2023, Malaysia welcomed 20.1 million international tourist arrivals, generating RM71.3 billion in tourist receipts, surpassing its original target of 16.1 million arrivals.

For 2024, Malaysia aims to attract 27.3 million visitors, contributing RM102.7 billion in tourism revenue. The Visit Malaysia 2026 campaign is set to draw 35.6 million international tourists, with a projected tourism revenue of RM147.1 billion.

The best of Malaysia in one place

The 90-square-metre Malaysia Pavilion, located in East Hall 3, was officially opened by Malaysian ambassador to Japan Shahril Effendi Abd Ghany. 

The pavilion featured Malaysia’s top travel products, destinations, and services. 

Highlights of the country’s participation included a special stage performance by Mechamato, a presentation by the Sabah Tourism Board, cultural performances, a Malaysian food talk show, a sape performance, and an AirAsia dance and talk show.

As in previous years, TEJ served as a vital platform for participants to network and explore collaborative opportunities with key players in the Japanese market. It also gave Malaysia an opportunity to enhance its global presence and promote the upcoming Visit Malaysia Year (VM) 2026.