Sep 11, 2025
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TOURISM MALAYSIA FORGES STRATEGIC COLLABORATION WITH TOURASIA ROEMER AG TO BOOST VISITOR ARRIVALS FROM SWITZERLAND


PUTRAJAYA, 11 SEPTEMBER 2025 – Tourism Malaysia today announced the signing of a landmark Memorandum of Collaboration (MoC) with tourasia Roemer AG, a leading Swiss travel operator, setting the stage for stronger visitor arrivals from Switzerland and cultivating new opportunities in Malaysia’s premium tourism segments. This MoC is one of the direct outcomes of the recent Sales Mission to Switzerland led by YB Datuk Seri Tiong King Sing, Minister of Tourism, Arts and Culture.

This three-year, non-exclusive MoC was officially signed between Datuk Manoharan Periasamy, Director General of Tourism Malaysia, and Stephan Roemer, Chief Executive Officer of tourasia Roemer AG, and witnessed by YB Datuk Seri Tiong King Sing, underscoring the growing importance of Switzerland as a key source market for high-value travellers.

The Swiss market has demonstrated robust growth in visitor arrivals to Malaysia, recording 31,169 visitors in 2024 — a 20.8% increase over 2023. Through this partnership, Tourism Malaysia aims to achieve significant further growth by actively promoting Malaysia’s strengths in eco-tourism, wellness, golf, cultural diversity, as well as Meetings, Incentives, Conventions & Exhibitions (MICE). The MoC also opens doors for investment in eco-tourism infrastructure in Sabah and other regions, alongside joint advocacy for improved flight connectivity between Switzerland and Kuala Lumpur.

“Swiss travellers represent a discerning market, valuing authenticity, sustainability, and premium experiences. This collaboration perfectly positions Malaysia as their destination of choice, aligning with the aspirations of Visit Malaysia 2026 (VM2026) campaign to attract 47 million international visitor arrivals,” stated Datuk Manoharan Periasamy.

Key areas of collaboration under this MoC include:

  • Joint Marketing & Branding: Development and execution of co-branded campaigns across digital, print, and out-of-home channels, specifically tailored to Swiss travel audiences.
  • Travel Trade Engagement: Organisation of roadshows, business-to-business (B2B) networking, and webinars to strengthen ties with Swiss travel agents and operators.
  • Signature Packages: Development of curated itineraries featuring eco-lodges, immersive cultural experiences, and rejuvenating wellness retreats.
  • Air Connectivity Advocacy: Joint discussions with Swiss airlines to explore direct flight routes to Malaysia.
  • Data & Insights: Sharing of market intelligence to refine targeting strategies and enhance consumer engagement.

Looking forward to VM2026, this collaboration reinforces Malaysia’s commitment to inclusivity, sustainability, and delivering high-value tourism experiences under the Malaysia MADANI framework, while positioning the country as a compelling long-haul destination for the Swiss market.

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About Tourism Malaysia

Malaysia Tourism Promotion Board, also known as Tourism Malaysia, is an agency under the Ministry of Tourism, Arts & Culture Malaysia. It focuses on the specific task of promoting Malaysia as a preferred tourism destination. Since its inception, it has emerged as a major player in the international tourism scene.

The next Visit Malaysia Year, set to take place in 2026, will commemorate the sustainability of the nation's tourism industry, which is also in line with the United Nations Sustainable Development Goals (UNSDG). Furthermore, Tourism Malaysia actively endorses the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT), working towards the realisation of the IMT-GT Visiting Year 2023-2025, with the shared aim of promoting the region as a unified tourism destination. For more information, visit Tourism Malaysia’s social media accounts on Facebook, Instagram, Twitter, YouTube, and TikTok.

About tourasia Roemer AG

Headquartered in Wallisellen, Switzerland, Tourasia Roemer AG was established 28 years ago and is the largest tour operator brand specialising in Asia in Switzerland. Its business model focuses on reaching customers in different source markets by providing packaged and tailor-made vacations.

tourasia Roemer AG was awarded 17 times with the "Golden Travel Star" as the best Swiss tour operator for Asia. In 2014, 2015, and 2018, it received the "Swiss Travel Award" as the best individual tour operator in Switzerland for long-haul travel.

For enquiries, please contact:

Muhamad Nasir Fahmi
Senior Deputy Director
International Promotion Division (America, Europe & Oceania)
nasir@tourism.gov.my
Tel: +603 8891 8388

Norshariza Mohd Saad
Deputy Director
Corporate Communications Division
norshariza@tourism.gov.my
Tel: +603 8891 8775

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