TOURISM MALAYSIA AND MASTERCARD SET TO REDEFINE TRAVEL EXPERIENCE FOR VISIT MALAYSIA YEAR (VMY) 2026

By The Malketeer

In a groundbreaking collaboration, Tourism Malaysia and Mastercard have joined forces to revolutionise the traveller experience and boost outreach efforts leading up to Visit Malaysia Year (VMY) 2026. Unveiled during a Memorandum of Collaboration (MOC) exchange ceremony, the partnership designates Mastercard as Tourism Malaysia’s Exclusive Payment Partner, with a strategic emphasis on elevating the shopping segment.

Key Points of the Partnership

Harnessing Data Insights for Enhanced Experiences: Mastercard’s regional Data & Services hub in Kuala Lumpur will provide invaluable insights into traveller spend patterns, needs, and preferences. Aggregated and anonymised data will empower travel authorities, operators, and businesses.

Digital Transformation of the Traveller Journey: The collaboration will birth the Travel Malaysia App, a comprehensive solution offering personalised content and exclusive deals throughout the visitor journey. From itinerary planning to on-the-go location-based offers, the App aims to launch by 2025.

World-Class Marketing Campaigns: Leveraging Mastercard’s global reach, both entities will roll out creative campaigns with the goal of attracting an additional 8 million arrivals by 2026.

Priceless Experiences and Specials: Mastercard’s renowned Priceless programme will be introduced to Malaysia, curating unique experiences that showcase the country’s appeal as a one-stop destination for eating, playing, shopping, and staying.

Enthusiastic Response from Tourism Officials

Khairul Firdaus Akbar Khan, the Deputy Minister of Tourism, Arts, and Culture, expressed excitement about the potential long-term impact on the sector. He emphasised the commitment to harnessing technology for a seamless and innovative travel experience.

Manoharan Periasamy, the Director General of Tourism Malaysia, highlighted the success of the shopping segment, constituting 33.9% of total expenditure in 2023. The focus on this segment aims to position Malaysia as a premier global shopping destination.

Mastercard’s Vision for Malaysia

Safdar Khan, Division President, Southeast Asia, Mastercard, expressed excitement about revitalising the tourism sector. The collaboration aims to position Malaysia as a digital-first destination, leveraging Mastercard’s global expertise, data insights, and engagement programme, Priceless.

Aiming High for Malaysia’s Tourism

The partnership with Mastercard as the Exclusive Payment Partner aims to enhance the shopping segment’s contribution to the tourism sector’s growth. With a goal to attract 27.3 million international tourists in the current year, Malaysia envisions welcoming 35.6 million visitors for Visit Malaysia 2026, aligning with its Tourism Strategy 2020-2030.

As the country gears up for these ambitious targets, the collaboration between Tourism Malaysia and Mastercard signifies a seamless integration of the Priceless programme, solidifying Malaysia’s dedication to delivering unparalleled experiences and value to global travellers.


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