Tourism Malaysia has concluded its 2026 Sales Mission to the Philippines, a multi-city roadshow held from August 16 to 23 that brought 21 Malaysian tourism stakeholders — including state tourism organizations, travel agents, tour operators, airlines, online travel agencies, and hotels — to Manila, Davao, and Cebu. The mission aimed to strengthen tourism cooperation between the two countries and increase visitor arrivals from the Philippines ahead of the Visit Malaysia 2026-2027 campaign.
A Multi-City Engagement
The Sales Mission featured a Destination Seminar and Travel Mart in each of the three cities. In Manila, the event was held at the Makati Shangri-La Rizal Ballroom on August 18, with the Malaysian Ambassador to the Philippines gracing the occasion. Davao City hosted its networking session on August 20 at the Dusit Thani Residence, gathering local travel agents, trade buyers, and media representatives. According to SunStar Publishing Inc., this marked Tourism Malaysia's first major trade engagement in Davao City since 2023.
The mission connected Malaysian suppliers with 340 Filipino buyers through business-to-business meetings, networking sessions, and destination presentations, as reported by The Manila Times. The program also included pre-arranged business-matching sessions, allowing delegates to showcase travel packages ranging from vibrant cities and pristine islands to culinary experiences and Muslim-friendly tourism facilities.
Building on Growing Arrivals
Tourism Malaysia Deputy Director General (Promotions II) Lee Thai Hung described the Philippines as a promising source market, supported by strong air connectivity and close cultural ties. Arrival figures presented during the mission showed Malaysia recorded 299,633 Filipino visitors from January to June 2026, a 1.13 percent increase from 296,298 in the same period in 2025. Asean travelers make up roughly 72.5 percent of Malaysia's total foreign arrivals, according to SunStar.
Approximately 59 weekly flights connect Malaysia and the Philippines, offering more than 11,615 seats, with routes linking Kuala Lumpur, Kota Kinabalu, and other Malaysian destinations with Manila and Cebu. Lee stressed the importance of reciprocal traffic to sustain these connections, telling the Davao audience: "We know and understand business should be two-way. So if you have Malaysians coming over, then we can stabilize the connectivity between the two."
He also encouraged Davao agencies to tailor packages to local preferences, noting, "We know that Davao City people love beaches, nature, and food. Malaysia, we have it." Tourism Malaysia outlined plans to expand flight seat capacities, extend visitor stays, and launch joint marketing campaigns with regional partners.
Supporting Programs and Events
The Sales Mission also highlighted updates to the Malaysia My Second Home (MM2H) program, which has been rebranded from a dedicated retirement scheme into a broader economic generation initiative. MM2H Senior Assistant Director Norhafizah Binti Johar detailed that the program now offers multi-entry passes valid for five to 20 years, along with tax exemptions on foreign income. "The rebranding of the MM2H program from a dedicated retirement program to an economic generation program is a government initiative to attract high-income professionals and qualified foreigners to reside in Malaysia for the long term," she said.
The Islamic Tourism Centre presented Malaysia's Muslim-Friendly Tourism and Hospitality ecosystem, which includes over 100 certified hotels and agencies and 360 certified tour guides. Local trade partners were invited to upcoming events: Islamic Tourism Month in September, the Halal Street Food and Modest Wear Festival in October, and the 5th World Islamic Tourism Conference in November.
Looking Ahead to Visit Malaysia 2026-2027
Tourism Malaysia, an agency under the Ministry of Tourism, Arts and Culture Malaysia (Motac), said the Visit Malaysia 2026-2027 campaign aims to support sustainable tourism development in line with the United Nations Sustainable Development Goals. The Sales Mission, according to The Manila Times, provided an effective platform for Malaysian suppliers to showcase their offerings and foster new business collaborations with Filipino travel trade partners.