Tourism Malaysia has brought its latest Australian roadshow to Melbourne and Sydney, connecting travel advisers with over 20 Malaysian tourism suppliers and highlighting the country’s growing appeal among Australian travellers.
The B2B and Malaysian Trade Evening events were held in Melbourne on 25 August and Sydney on 27 August as part of the Visit Malaysia 2026–2027 campaign.
Travel advisers met representatives from airlines, hotels, resorts, tourism organisations, travel agencies, associations and Malaysia My Second Home agents, with over 300 Australian buyers attending across the two cities.
The delegation was led by Mohamad Libra Lee Haniff, Tourism Malaysia’s Director of the International Promotion Division for the Americas, Europe and Oceania.
Malaysia welcomed 252,086 Australian visitors during the first six months of 2026, an increase of 8.1 per cent compared with 233,147 during the corresponding period last year, Lee Haniff told attendees.
The figures underline the importance of Australia as a medium-haul market for Malaysia as the destination looks to attract more high-value visitors interested in nature, wellness, culture and premium travel experiences.
Her Excellency Datin Paduka Sharrina Abdullah, High Commissioner of Malaysia to Australia, was also in attendance, demonstrating the importance Malaysia places on its tourism relationship with Australia.
Alongside meetings with suppliers, advisers heard presentations from the Malaysia Healthcare Travel Council and Penang Tourism.
The Malaysia Healthcare Travel Council outlined Malaysia’s growing position as a medical and wellness tourism destination, supported by internationally accredited hospitals, English-speaking medical professionals and competitive treatment costs.
Penang Tourism showcased the state’s food, heritage, accommodation and leisure experiences, highlighting the opportunities for advisers to incorporate Penang into both standalone holidays and broader Malaysian itineraries.
The roadshow also promoted the Malaysia My Second Home long-stay program and Malaysia’s focus on sustainable tourism development as it builds momentum behind Visit Malaysia 2026–2027.
The formal business sessions were followed by a three-course dinner and an entertaining introduction to a familiar piece of Malaysian clothing.
MC Rahim Rahman demonstrated how to wrap and wear a kain pelikat, before inviting several attendees to try it for themselves and model their handiwork for the room.
Advisers were encouraged to engage with the full Malaysian delegation, with those who visited every supplier stand qualifying for an extensive prize draw.
Giveaways included flights, hotel stays and a five-night stay at the new Club Med resort in Kota Kinabalu, providing several attendees with the opportunity to experience Malaysia’s tourism offering firsthand.
The Melbourne and Sydney events formed part of Tourism Malaysia’s continued efforts to strengthen relationships with Australian travel advisers, tour operators, airlines and media while expanding awareness of the country beyond its best-known destinations.
With Australian arrivals continuing to rise, the roadshow gave advisers new contacts, product information and itinerary ideas to help convert growing interest in Malaysia into bookings.
