Photo credit: Tourism Malaysia Corporate FB Page
Tourism Malaysia Strengthens Philippine Tourism Ties Through 2026 Multi-City Sales Mission | MANILA, Philippines — Tourism Malaysia is strengthening its partnership with the Philippine travel industry through its 2026 Sales Mission to the Philippines, bringing Malaysian tourism stakeholders to Manila, Davao, and Cebu from August 16 to 23, 2026 to promote destinations, travel experiences, and business opportunities ahead of Visit Malaysia 2026–2027.
The multi-city tourism campaign features destination seminars, travel marts, business-to-business (B2B) meetings, networking sessions, and business-matching activities designed to deepen cooperation between Malaysian tourism suppliers and Philippine travel trade partners.
Photo credit: Tourism Malaysia Corporate FB Page
A total of 21 Malaysian tourism industry stakeholders are participating in the sales mission, representing state tourism organisations, travel agencies, tour operators, airlines, online travel agencies, hotels, and accommodation providers. The delegates are expected to meet with around 340 Philippine buyers and travel trade representatives throughout the three-city programme.
Tourism Malaysia Promotes Diverse Travel Experiences
Through the sales mission, Tourism Malaysia is showcasing a wide range of tourism products and experiences to the Philippine market, from vibrant cities and pristine islands to shopping destinations, family attractions, cultural experiences, and culinary offerings.
Photo credit: Tourism Malaysia Corporate FB Page
The programme also highlights Malaysia’s growing appeal as a Muslim-friendly tourism destination, featuring internationally recognised facilities and services designed to provide comfortable and accessible travel experiences for Muslim visitors.
The business-matching sessions give Malaysian tourism suppliers an opportunity to present their latest travel packages and establish new partnerships while strengthening existing relationships with Philippine travel agencies and tourism businesses.
Lee Thai Hung, Deputy Director General (Promotions II) of Tourism Malaysia, said the Philippines remains an important source market, supported by strong air connectivity, close cultural ties, and growing interest in regional travel.
Photo credit: Tourism Malaysia Corporate FB Page
“The Philippines continues to be a promising source market for Malaysia, supported by strong air connectivity, close cultural ties, and increasing demand for regional travel,” Lee said.
He added that the sales mission reflects Tourism Malaysia’s commitment to working closely with the Philippine travel industry and positioning Malaysia as a preferred destination for leisure travel, business events, shopping, nature, culture, and Muslim-friendly tourism.
Philippine Visitor Arrivals to Malaysia Continue to Grow
The Philippines remains one of Malaysia’s important tourism markets in Southeast Asia. Tourism Malaysia recorded 299,633 visitor arrivals from the Philippines as of June 2026, representing a 1.13 percent increase from the 296,298 arrivals recorded during the same period in 2025.
Strong air connectivity continues to support tourism exchanges between the two countries, with approximately 59 weekly flights offering more than 11,615 seats connecting the Philippines with Malaysia.
These services link major Philippine gateways, including Manila and Cebu, with Kuala Lumpur, Kota Kinabalu, and other Malaysian destinations, making travel between the two countries increasingly accessible to Filipino travelers.
Building Momentum for Visit Malaysia 2026–2027
The 2026 Sales Mission forms part of Tourism Malaysia’s broader promotional efforts to build momentum for Visit Malaysia 2026–2027 and encourage more Filipino travelers to experience the country’s diverse destinations.
Beyond attracting leisure travelers, Tourism Malaysia aims to expand opportunities in business events, shopping, nature tourism, cultural tourism, and other specialised travel segments through stronger cooperation with Philippine tourism stakeholders.
The agency expressed its appreciation to Malaysian and Philippine tourism organisations, airlines, travel companies, and industry partners for their continued support in promoting Malaysia as a preferred destination for Filipino travelers.
With continued industry collaboration, Tourism Malaysia remains confident that stronger tourism partnerships between Malaysia and the Philippines will contribute to increased visitor arrivals and support the goals of Visit Malaysia 2026–2027.
As the sales mission moves across Manila, Davao, and Cebu, Tourism Malaysia is looking to turn business connections into new travel opportunities—bringing Malaysia’s destinations, culture, hospitality, and experiences closer to the growing Philippine travel market.
