Da Nang, Vietnam – April 10, 2025 – In a move to promote greater regional tourism collaboration, the Malaysia Tourism Agency Association (MATA) and Da Nang Tourism Association (DATA) entered into a Memorandum of Understanding (MoU) today at the ASEAN Connect Conference in Da Nang.
The agreement, witnessed by ASEAN member states’ officials and tourism representatives, is a strategic move in bilateral efforts to stimulate tourism, enhance human capital, and adopt mutual marketing efforts. The agreement comes when Malaysia steps up preparations for its flagship Visit Malaysia 2026 initiative.
The MoU was signed during a session committed to advancing regional tourism cooperation by MATA President Dato’ Seri Dr Haji Mohd Khalid Harun and Mr Cao Tri Dung, Chairman of the Da Nang Tourism Association.
“Such MoU is congruent with our shared vision for a more cohesive and resilient ASEAN tourism industry. To Visit Malaysia 2026, we are committed to instigating partnerships with dynamic cities like Da Nang,” announced Dato’ Seri Dr. Khalid Harun.
In his reaction, Chairman Cao Tri Dung said, “This partnership will provide greater opportunities for border crossing travel packages, further enlarge our market outlets, and step up cooperation between the various industries in the tourism industry.”
The occasion was also honoured with the attendance of H.E. Dato’ Tan Yang Thai, Malaysian Ambassador to Vietnam, and H.E. Meynardo LB. Montealegre, Philippine Ambassador to Vietnam, underlined the role of multilateral cooperation in driving post-pandemic recovery and sustainable tourism growth.
Apart from the MATA-DATA agreement, the Da Nang Tourism Association signed a MoU independently with the Calabarzon Alliance of Independent Tour Operators (CAITO) of the Philippines, reflecting the growing prominence of Da Nang as a regional tourist destination.
Organized with the theme “Opportunities to Enhance Cooperation between Da Nang and ASEAN Partners,” the ASEAN Connect Conference presented a critical stage for city diplomacy, trade ties, and tourist cooperation across Southeast Asia.
Growing emphasis on association-to-association cooperation is testifying to changing times for tourist associations in consolidating ASEAN integration and serving as facilitators of people-to-people connect in the region.
