SINGAPORE: Malaysia is stepping up its tourism game in the lead-up to Visit Malaysia 2026 (VM2026), with low-cost carrier Scoot joining the push through a strategic three-year partnership aimed at fuelling regional travel to the country.
The Singapore-based airline, a subsidiary of Singapore Airlines, inked a memorandum of collaboration (MoC) with Tourism Malaysia, pledging to promote Malaysia as a must-visit destination across key regional markets. The collaboration, which runs until August 2028, was formalised in a ceremony held at Scoot’s headquarters in Singapore.
As part of the partnership, both parties will roll out a series of integrated marketing campaigns and co-branded initiatives, targeting high-growth markets such as Singapore, Australia, Indonesia and China. These include digital promotions and familiarisation trips designed to showcase the unique experiences Malaysia has to offer – from bustling cities to eco-adventure attractions.
Scoot already operates flights to 11 destinations in Malaysia, including Penang, Kuala Lumpur, Kuching and Langkawi, and is set to launch a new route to Kota Bharu on October 26, expanding its reach to 12 cities and 115 weekly flights.
Scoot’s Director of Marketing, Communications and Loyalty, Agatha Yap, expressed excitement about the expanded partnership. “Malaysia has always been a key market for us,” she said. “With this collaboration, we hope to increase awareness and inspire more travellers across our network to explore the many cities Scoot connects to in Malaysia.”
She also highlighted that the 30-day visa-free entry for Singaporeans and many regional travellers makes Malaysia an attractive and easily accessible destination.
Tourism Malaysia’s Director General, Datuk Dr. Manoharan Periasamy, welcomed the tie-up, describing it as timely and strategic as the country intensifies preparations for VM2026. “Scoot’s extensive network allows us to tap into valuable regional markets and showcase Malaysia’s diversity to more international visitors,” he said.
The renewed push comes on the back of promising figures. As of May 2025, Malaysia recorded a 20.4% increase in international tourist arrivals compared to the previous year, with 16.9 million visitors. Singapore remains the largest source market, contributing 8.3 million arrivals, followed by Indonesia, China, Thailand and India.
Tourism Malaysia has been forging multiple partnerships this year to reach its target of 43 million international visitors in 2025. Recent tie-ups include those with online travel platform Agoda and Chinese social media giant Xiaohongshu. The former focuses on promoting Malaysia’s rich cultural, culinary, and natural attractions, while the latter aims to enhance engagement with Chinese travellers through digital campaigns and offline activations.
The agency also recently launched a suite of promotional films, headlined by the flagship video “Echoes of Harmony: Malaysia’s Heartbeat,” aimed at capturing the soul and rhythm of the country. In Singapore, Tourism Malaysia introduced exclusive stargazing packages, spotlighting Malaysia as an emerging destination for eco-tourism and astronomy lovers.
As Malaysia gears up for its biggest tourism push in years, the partnership with Scoot adds significant lift to the country’s efforts, quite literally, as it sets its sights firmly on reclaiming its spot on the global travel map.
