The partnership aims to boost tourism and economic development, positioning Malaysia as a key destination in the Asia Pacific.
Tourism Malaysia and Mastercard have declared a strategic partnership to transform the traveller experience and support outreach efforts in preparation for Visit Malaysia 2026. The announcement was made during a Memorandum of Collaboration exchange ceremony today. Mastercard will also be named Tourism Malaysia's Exclusive Payment Partner as part of the MOC, strategically focusing on enhancing the shopping segment.
The partnership would focus on four areas-
- Harnessing data insights and analytics- This would tap into Masetrcard's regional Data and Services hub in Kuala Lumpur and its aggregated and anonymised data and analytics platforms to provide actionable insights on travellers' spending patterns, needs, and preferences. These insights would benefit travel and tourism authorities, operators, and businesses.
- Digitising the entire travel journey- Tourism Malaysia and Mastercard will co-create the Travel Malaysia application, a one-stop solution for travellers. This application would offer personalised travel content and exclusive offers throughout the visitor's journey, from itinerary planning and bookings to location-based offers. The app is set to launch by 2025.
- Developing world-class marketing campaigns- Leveraging Mastercard's global reach and marketing capabilities, both organisations would create and roll out creative, engaging marketing campaigns. The goal is to attract more potential travellers and capture an incremental 8 million arrivals by 2026.
- Curating exclusive Priceless Experiences and Specials for travellers—Mastercard will introduce its signature Priceless program to Malaysia, providing distinct experiences and exceptional travel offers. These dedicated and specially designed experiences would reflect Malaysia's attractive proposition as a one-stop destination for Eating, Playing, and Staying, allowing travellers to create unforgettable memories.
YB Khairul Firdaus Akbar Khan, who is the Deputy Minister of Tourism, Arts, and Culture, expressed enthusiasm for the partnership and its potential long-term effect on the travel and tourism sector and stated: "The esteemed partnership with Mastercard highlights our commitment to harness technology to create a more seamless and innovative travel experience in Malaysia. Using data and insights, we aim to improve visitor satisfaction and continuously innovate to engage with travellers. This collaboration is a significant step towards digitising Malaysia's travel and tourism sector, providing a hassle-free and enriched experience for visitors exploring our diverse offerings."
"In 2023, Malaysia welcomed 20.14 million visitors, with tourism receipts reaching RM71.3 billion. Shopping activities constituted 33.9% of total expenditure, contributing to a remarkable RM24.1 billion. With a focus on the shopping segment, we aim to leverage our collaboration with Mastercard to create distinctive experiences and position Malaysia as a premier global shopping destination," said Mr Manoharan Periasamy, Director General of Tourism Malaysia.
"Mastercard is thrilled to partner with Tourism Malaysia to revitalise and transform the tourism sector. This strategic collaboration aims to digitise Malaysia's growing travel industry and position the country as a digital-first destination. With Vsiit Malaysia 2026 approaching, Mastercard will leverage its global expertise data insights and engagement program to support Malaysia's growth and enhance its appeal as a top travel destination in the Asia Pacific region," said Mr Safdar Khan, Division President Southeast Asia Mastercard.
In the Asia Pacific region," said Mr Safdar Khan, Division President of Southeast Asia Mastercard. The partnership with Tourism Malaysia and Mastercard as the exclusive payment partner aims to enhance the shopping segment, which contributes prominently to the tourism sector's growth. Leveraging Mastercard's global presence and international expertise, this collaboration elevates Malaysia's status as a preferred shopping destination, enriching the retail experience for travellers. The commitment represents a seamless extension and integration of the Mastercard Priceless program, underscoring Tourism Malaysia's unwavering commitment to delivering unparalleled experiences and value.
In the current year, Malaysia aims to attract 27.3 million international tourists with a target of over RM102.7 billion in tourism receipts. Looking ahead to Visit Malaysia 2026, the country envisions welcoming 35.6 million visitors, generating target receipts of RM147.1 billion. These goals align with Malaysia's Tourism Strategy 2020-30, which focuses on enhancing the country's competitiveness as a top travel destination for international visitors.
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