Malaysia Airlines has reinforced its position as the nation’s flag carrier by formalising a series of strategic partnerships with state tourism boards during the recent MATTA Fair, Malaysia’s largest consumer travel showcase.

The collaborations align with the airline’s ongoing “Time For” campaign, which is being rolled out across key international markets including Australia, Europe, India, and China. Designed to spotlight the country’s vibrant culture, heritage, and attractions, the campaign shares Malaysia’s unique stories through impactful activations that inspire travellers to choose the destination.

Complementing this effort is the airline’s Bonus Side Trip (BST) programme, which allows international passengers to extend their itineraries beyond gateway cities and explore secondary destinations across the country. By integrating these initiatives, Malaysia Airlines is not only enhancing connectivity but also amplifying the visibility of Malaysia’s diverse tourism offerings on the global stage.

Looking ahead, the airline’s strategy is clear: to attract more international arrivals, deliver seamless and rewarding travel experiences, and strengthen Malaysia’s positioning as a premier hub in Asia. These efforts also serve as a significant step towards building momentum for Visit Malaysia Year 2026, underscoring Malaysia Airlines’ role as both a national ambassador and a global connector.

Dersenish Aresandiran, Chief Commercial Officer of Airlines from Malaysia Aviation Group (MAG) said, “Malaysia Airlines is more than a carrier; we are proud to carry the nation’s name across the skies and act as Malaysia’s storyteller to the world. By joining hands with our state tourism boards, we are unlocking new opportunities to grow tourism, empower local communities, and deliver world-class travel powered by digital innovation. As we prepare to welcome the world for Visit Malaysia Year 2026 (VMY2026), our mission is clear – to showcase Malaysia as a must-visit destination and ensure every journey with us is seamless, memorable, and proudly Malaysian.”

Langkawi Development Authority (LADA)- Elevating Langkawi’s Global Profile

Malaysia Airlines and the Langkawi Development Authority (LADA) will formalise a two-year Memorandum of Understanding (MoU) in Q4 2025, reinforcing Langkawi’s position as one of Malaysia’s most iconic destinations. Building on the success of the Bonus Side Trip (BST) programme and the recent Malaysia Airlines Trade Elevation Summit, the partnership aims to boost international arrivals while showcasing Langkawi’s distinction as a UNESCO Global Geopark.

The collaboration highlights a shared commitment to sustainable tourism growth, positioning Langkawi as the Jewel of Kedah and amplifying its profile on the global stage in the lead-up to Visit Malaysia Year 2026 (VMY2026).

Sarawak Tourism Board (STB)- Unlocking Access to Sarawak

Malaysia Airlines has extended its BST programme to include Kuching through a new partnership with the Sarawak Tourism Board (STB). This strategic move opens the gateway to Sarawak’s rich cultural heritage, lush rainforests, and extraordinary biodiversity for international travellers.

By putting Sarawak’s unique experiences firmly on the global travel map, the collaboration is set to drive arrivals from long-haul markets while generating meaningful benefits for local communities. The initiative also strengthens Sarawak’s positioning as a competitive, experience-driven destination ahead of VMY2026.

Penang Global Tourism (PGT)- Elevating Malaysia’s Penang as a Gateway to Asia

Malaysia Airlines has also formalised a partnership with Penang Global Tourism (PGT) to establish Penang as a premier gateway and stopover destination. While Penang already features under the BST programme, the new agreement will see joint marketing campaigns rolled out to enhance the island’s visibility across key international markets.

With its UNESCO-listed heritage, world-renowned cuisine, and vibrant culture, Penang will be promoted both as a stand-alone destination and as part of wider Malaysian itineraries, ensuring stronger international appeal during VMY2026.

Nation-Building Through Tourism and Marketing Excellence

As Malaysia’s national carrier, Malaysia Airlines continues to play an essential role in shaping the country’s global identity and supporting economic progress. The BST programme exemplifies this commitment by encouraging travellers to explore beyond gateway cities and discover Malaysia’s diverse secondary destinations.

These partnerships not only strengthen Malaysia’s tourism ecosystem but also underscore Malaysia Airlines’ nation-building agenda, championing collaboration, celebrating cultural diversity, and ensuring that tourism remains a key driver of growth, pride, and global visibility for the nation.