KUALA LUMPUR, Malaysia, 15 September 2026 — Emirates has reaffirmed its commitment to promoting Malaysia as a premier global destination by signing a new Memorandum of Understanding (MoU) with Tourism Malaysia. The agreement was formalized by Orhan Abbas, Senior Vice President of Commercial Operations (Far East) at Emirates, and Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia. The signing was witnessed by Mr. Chua Choon Hwa, Deputy Secretary General (Tourism) of the Ministry of Tourism, Arts & Culture Malaysia, alongside Emirates executives Saeed Mubarak, Country Manager for Malaysia, and Adnan Kazim, Deputy President and Chief Commercial Officer.

The one-year alliance arrives at a pivotal moment as Tourism Malaysia expands its flagship campaign into Visit Malaysia 2026–2027, setting an ambitious target to welcome 47 million international tourist arrivals. With demand from key outbound sectors—particularly the Middle East—expected to accelerate, the collaboration provides Malaysia with direct access to Emirates’ expansive global flight network and its major transit hub in Dubai. The airline will actively drive marketing efforts across worldwide markets to channel long-haul and high-yield travelers into Southeast Asia.

Under the framework of the MoU, both parties will roll out integrated consumer marketing and tactical advertising campaigns, organize targeted familiarisation trips for international media and trade partners, and coordinate joint activities at prominent industry showcases, notably the Arabian Travel Market. Celebrating three decades of operations in Malaysia, Emirates intends to leverage its seamless Dubai connectivity to support the country’s national tourism goals, ensuring sustained inbound traffic and maximizing economic yield across accommodation, retail, and local hospitality sectors.