In a particularly promising year for Malaysian tourism, we met with Ms. Zalina Ahmad, Director of Tourism Malaysia in Paris, who also oversees the Italian market with special attention. In this interview, she shares the strategy adopted to promote the destination, the strong growth in tourist arrivals from Italy, and the high expectations for Visit Malaysia Year 2026. A direct and inspiring exchange that opens a window onto new development opportunities between Italy and Malaysia.
As Director of Tourism Malaysia in Paris, also responsible for the Italian market, what are your main guidelines for Italy?
I took on the role of Director in early 2024 and immediately had the opportunity to immerse myself in the complexity and richness of the Italian tourism market.
My first moments of engagement took place during key events such as BIT Milan and TTG Rimini, which allowed me to deeply understand the dynamics of the sector and meet operators with extensive market knowledge. I also took part in familiarization trips, workshops, and seminars in various Italian cities—experiences that helped me build a very clear vision of a sophisticated, highly competitive, and opportunity-rich market.
Our strategy for Italy is based on two main pillars: on one hand, direct engagement with the end consumer; on the other, close collaboration with travel professionals. We aim to strengthen Malaysia’s image as a premium destination by equipping operators with all the tools needed to promote it effectively.
We collaborate with tour operators and travel agencies through attractive packages, innovative proposals, and strategic partnerships that enhance the destination’s visibility.
The marketing mix we’ve developed focuses on highlighting Malaysia’s key strengths, with a carefully segmented target audience and an integrated use of digital and traditional tools. Social media campaigns, airline partnerships, trade events, and co-marketing initiatives are all actions that allow us to actively engage both stakeholders and the final public.
A major focus of ours is film tourism. In view of the upcoming Sandokan TV series, set to premiere in 2026 and inspired by Emilio Salgari’s iconic novel, we are working to turn this production into an extraordinary international showcase for Malaysia.
We also place great emphasis on digital communication: high-quality, emotional audiovisual content is key to staying in the minds and hearts of travelers. Channels like Facebook, Instagram, Twitter, YouTube, TikTok, and our official website—alongside the Malaysia Travel app and our WhatsApp channel—allow us to provide inspiration, updates, and practical tools to anyone dreaming of or planning a trip to our country.
Thanks to this harmonious combination of digital and traditional media, Malaysia continues to maintain a strong and inspirational position in the hearts of Italian travelers.
How is the Italian market performing in terms of tourist arrivals to Malaysia?
The Italian market is proving to be extremely dynamic and promising, contributing significantly to our long-term vision as outlined in the National Tourism Policy.
This plan, strongly focused on sustainability and ecotourism, aims to reach 35.6 million international arrivals by 2026, generating 147.1 billion Malaysian Ringgit in tourism receipts.
In 2024, we recorded 69,781 arrivals from Italy, a figure that represents a 27.5% increase compared to 2019 and an even more significant 44.1% growth over 2023.
These numbers not only reflect a renewed interest in the destination but also the effectiveness of our promotional efforts and the strategic partnerships we have developed over time.
The Italian success is the result of several combined factors: improved air connectivity, targeted digital campaigns, collaborations with tour operators, and a tourism offering increasingly aligned with travelers’ desires.
Malaysia captivates with its unspoiled nature, extraordinary cultural richness, world-class diving spots, and vibrant, modern cities.
With the achievements of 2024, we look ahead to Visit Malaysia 2026 with great confidence, certain that it will be a catalyst for further strengthening our presence in the Italian market.
Ms. Zalina, why would you recommend Malaysia to Italian travelers?
Malaysia is a destination that can truly surprise and move you. It’s a journey through diversity, nature, culture, and flavors—all in perfect harmony between tradition and modernity. If I had to choose just one reason, I would say that this extraordinary variety is what makes it so special in the eyes of Italian travelers.
Our rainforest is among the oldest in the world—over 130 million years old—and a true paradise of biodiversity.
Places like Gunung Mulu, with its spectacular caves, or Taman Negara National Park, with its lush vegetation and the rare Rafflesia, offer immersive experiences in the most authentic nature.
For sea lovers, the Perhentian Islands, Tioman, Redang, and Langkawi are small slices of paradise: crystal-clear waters, white sand beaches, and perfect spots for snorkeling and diving.
On the cultural front, Malaysia is a living mosaic. Cities like George Town and Malacca, both UNESCO World Heritage Sites, tell stories of centuries of encounters, exchanges, and influences. Kuala Lumpur, with its iconic architecture and the energy of a global metropolis, never ceases to amaze with its seamless blend of the old and the new.
And then there’s the cuisine. A trip to Malaysia is also a gastronomic adventure: intense, authentic flavors born from the meeting of Malay, Indian, and Chinese traditions. Dishes like Nasi Lemak and the famous Penang street food are experiences everyone should have at least once in their lifetime.
Whether it’s nature, culture, or food, Malaysia always has something to offer—and it does so with genuine warmth that makes every traveler feel right at home.
Can you tell us something about Visit Malaysia Year 2026?
Visit Malaysia 2026 is a nationwide campaign officially launched by our Prime Minister, Dato’ Seri Anwar Ibrahim, aiming to position Malaysia as one of the world’s leading travel destinations.
The campaign logo is a tribute to our nature and culture, featuring the Malaysian Sun Bear, a symbol of our unique wildlife and of the heartfelt hospitality that defines us.
The campaign’s official theme song, Surreal Experiences, was created to evoke the deep emotions that only a trip to Malaysia can offer.
To support this initiative, agreements have been signed with key partners such as Malaysia Aviation Group, AirAsia, Mastercard, Marriott International, and MATTA, with the goal of offering travelers an exceptional experience and ensuring even more efficient connectivity.
The objectives of VM2026 are ambitious but realistic: to attract 35.6 million visitors and generate RM 147.1 billion in tourism receipts, contributing to economic development, job creation, and the growth of a sustainable and inclusive tourism model.
With the strong commitment of our Ministry of Tourism, we are ready to make Visit Malaysia 2026 not just an event, but a true turning point for Malaysian tourism.
