Tourism Malaysia and AirAsia MOVE have launched the Oh Sem Malaysia! campaign to encourage travel across Malaysia, with a focus on secondary cities and lesser-known destinations. The initiative expands their public-private strategic partnership and supports the ongoing Visit Malaysia 2026–2027 campaign.
The partnership will feature curated travel experiences, destination-led promotions and travel deals. It aims to encourage Malaysians to explore their own country while inspiring visitors to venture beyond established tourist hotspots.
Partnership Targets Domestic Travel and Regional Tourism
The collaboration will promote destinations across Malaysia and support tourism segments including cultural heritage, gastronomy, hospitality and eco-tourism.
YBhg. Datuk Manoharan Periasamy, Chairman of Tourism Malaysia, said, “Our collaboration with AirAsia MOVE provides us with a great opportunity to reach more Malaysians and inspire them to discover the many destinations and experiences available across the country during the Visit Malaysia 2026–2027 campaign. Domestic tourism continues to play an important role in supporting local tourism businesses and communities, and through active joint campaigns and promotions, we hope to encourage more Malaysians to travel locally and experience Malaysia’s abundance of offerings, ranging from gastronomy to natural landscapes and more.”
Chan Kok Ding, Head of Commercial at AirAsia MOVE, said, “Malaysia is home to extraordinary hidden gems, and local travellers play a vital role in championing the places and cultures that make our country special. As a homegrown brand and leading Online Travel Agent (OTA) in Southeast Asia, AirAsia MOVE has the digital reach, data insights, and intuitive app features to convert travel inspiration into seamless bookings. Through our partnership with Tourism Malaysia, we are using our platform to highlight emerging destinations to Malaysians and those who call Malaysia home, while showcasing the very best of the nation. We are fully committed to playing our part in making Visit Malaysia 2026–2027 a resounding success by driving tourism growth from both domestic and regional markets.”
Through joint marketing initiatives and co-branded campaigns, the partners aim to increase interest in destinations across the country, support local tourism businesses and create more opportunities for communities to benefit from domestic travel.
The initiative is also intended to distribute tourism-related economic benefits across different segments of society, contributing to economic growth and improvements in living standards.
Malaysia Records 151.6 Million Visitors in First Half of 2026
The partnership comes as Malaysia seeks to build on growth in visitor arrivals during the Visit Malaysia 2026–2027 campaign.
Malaysia recorded 151.6 million visitors in the first half of 2026, a 5.6% increase from 143.5 million during the same period in 2025.
In 2025, tourism generated RM323.0 billion in Gross Value Added of Tourism Industries (GVATI), accounting for 15.9% of Malaysia’s gross domestic product (GDP).
Tourism Malaysia and AirAsia MOVE aim to build on this performance by raising awareness of destinations and local experiences, with domestic and regional travellers forming part of their target markets.
AirAsia MOVE Offers Travel Deals During Campaign
Under the partnership, AirAsia MOVE users will have access to travel savings across flights, hotels, SNAP! flight-and-hotel packages, airport rides and attractions during the campaign period.
The offers are intended to encourage travellers to discover more destinations within Malaysia while supporting the broader objectives of Visit Malaysia 2026–2027.
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