Tourism Malaysia has formalised a strategic partnership with Green Empire Holding LLC through the signing of a Memorandum of Collaboration, marking a significant step towards positioning Malaysia as a preferred travel destination for Mongolian tourists while driving momentum for the Visit Malaysia 2026 (VM2026) campaign. The collaboration reflects Tourism Malaysia’s continued efforts to diversify international visitor markets and strengthen Malaysia’s global tourism footprint.
Effective January 2026, the partnership will introduce the targeted “Welcome Malaysia” initiative, a modern, digitally driven promotional campaign aimed at increasing tourist arrivals from Mongolia. The initiative will highlight Malaysia’s wide-ranging tourism offerings, including vibrant urban attractions, ecotourism destinations, rich cultural heritage and premium luxury travel experiences, presenting a compelling and immersive narrative to Mongolian travellers.
Director General of Tourism Malaysia, Mohd Amirul Rizal Abdul Rahim, emphasised the strategic importance of the collaboration, noting that the alliance with Green Empire Holding represents a proactive move to tap into a high-potential market segment. He added that the partnership underscores Tourism Malaysia’s commitment to innovative tourism marketing and strong public-private collaborations in support of Visit Malaysia 2026, while enhancing Malaysia’s presence and competitiveness on the global stage.
Echoing this sentiment, Byambasuren Ayushjav, Chief Executive Officer of Green Empire Holding LLC, said the partnership goes beyond conventional tourism promotion. He highlighted the shared vision of crafting authentic stories that inspire Mongolian travellers to explore Malaysia’s diverse experiences, while building lasting connections between the people of both nations through meaningful cultural and travel exchanges.
Through the Visit Malaysia 2026 campaign, Malaysia aims to attract 43 million international visitors in 2026, in line with ongoing efforts to strengthen tourism as a key driver of national economic growth. This positive momentum is reflected in international visitor arrivals from January to November 2025, which reached 38.3 million. Anchored by its theme song, Surreal Experiences, VM2026 will feature a dynamic year-long programme of festivals, cultural showcases, exhibitions, community celebrations and uniquely Malaysian experiences designed to captivate travellers from around the world.
Leveraging Malaysia’s strong appeal as a world-class tourism destination, the VM2026 campaign is expected to drive a surge in visitor arrivals while generating employment opportunities, enhancing the nation’s global image and delivering tangible economic benefits to local communities. The campaign will also foster deeper cultural appreciation and stimulate growth across related sectors, including hospitality, transportation, retail and the gastronomy industry.
Under the Memorandum of Collaboration, both parties will work closely on destination promotion initiatives in Mongolia, joint marketing campaigns and the exchange of tourism data. The agreement also covers business facilitation between industry players and mutual support for tourism-related events. Through these coordinated efforts, the partnership seeks to strengthen cultural ties and firmly position Malaysia as a top-of-mind travel destination for Mongolian travellers through authentic storytelling and innovative promotional strategies.
