KUALA LUMPUR, Oct 13– Tourism Malaysia and AirAsia MOVE (MOVE) have launched the “Oh Sem Malaysia!” campaign to encourage domestic travel and promote lesser-known destinations across the country in conjunction with the Visit Malaysia 2026-2027 campaign.
The initiative strengthens the strategic partnership between the public and private sectors through curated travel experiences, destination-focused promotions and exclusive deals aimed at encouraging Malaysians to explore destinations beyond the usual tourist hotspots.
The collaboration also seeks to showcase Malaysia’s diverse tourism offerings, including cultural heritage, gastronomy, hospitality and ecotourism.
Tourism Malaysia Chairman Datuk Manoharan Periasamy said the partnership would help reach more Malaysians and encourage them to discover the destinations and experiences available nationwide.
“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,” he said.
AirAsia MOVE Head of Commercial Chan Kok Ding said the platform’s digital reach, data insights and app features would help turn travel inspiration into convenient bookings.
He said the partnership would highlight emerging destinations to Malaysians and those living in the country, while showcasing Malaysia’s tourism attractions.
“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,” he said.
Through joint marketing initiatives and co-branded campaigns, the partnership aims to generate greater interest in destinations nationwide, support local tourism businesses and expand economic opportunities for communities.
The collaboration is also expected to boost domestic tourism during the Visit Malaysia 2026-2027 campaign, building on the 151.6 million visitors recorded in the first half of 2026, an increase of 5.6 per cent from 143.5 million during the same period last year.
In 2025, tourism contributed RM323 billion in Gross Value Added of Tourism Industries (GVATI), equivalent to 15.9 per cent of Malaysia’s Gross Domestic Product (GDP).
Under the campaign, AirAsia MOVE users will enjoy travel deals covering flights, hotels, SNAP! flight-and-hotel packages, airport rides and tourist attractions.
Tourism Malaysia and MOVE said the partnership would strengthen awareness of Malaysia’s destinations and local tourism offerings, while providing travellers with more opportunities to explore the country.
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