PUTRAJAYA, 8 January 2026: Tourism Malaysia has formalised a strategic partnership with Green Empire Holding LLC, through the signing of a Memorandum of Collaboration (MoC) earlier this week.
The partnership aims to position Malaysia as a preferred travel destination for Mongolian tourists while directly driving momentum towards Visit Malaysia 2026 (VM2026).
Effective January 2026, the partnership introduces the targeted ‘Welcome Malaysia’ initiative, designed to increase tourist arrivals from Mongolia through a modern, digitally driven promotional campaign. The initiative will showcase Malaysia’s diverse tourism offerings, including urban attractions, ecotourism, cultural heritage, and luxury travel experiences.
Tourism Malaysia Director General, Mohd Amirul Rizal Bin Abdul Rahim, highlighted the strategic significance of the collaboration, stating: “Our alliance with Green Empire Holding is a proactive step to diversify Malaysia’s international visitor markets by tapping into a high-potential segment. This partnership reflects our commitment to innovative tourism marketing and strong public-private collaborations as we boost the movement of Visit Malaysia 2026 and elevate Malaysia’s global brand presence.”
Green Empire Holding LLC Chief Executive Officer Byambasuren Ayushjav echoed the sentiment, stating: “This partnership transcends conventional tourism promotion. We are committed to crafting authentic stories that inspire Mongolian travellers to discover Malaysia’s unique tapestry. Our goal is to build lasting bridges that connect our peoples through meaningful cultural and travel experiences.”
Through the VM2026 campaign, Malaysia aims to attract 43 million international visitors in 2026, aligning with ongoing efforts to strengthen the tourism sector as a key driver of the nation’s economic growth.
The sector’s robust momentum is reflected in international visitor arrivals from January to November 2025, which reached 38.3 million. Guided by its theme song, Surreal Experiences, the VM2026 campaign promises a vibrant 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 immense potential as a world-class tourist destination, VM2026 is expected to drive a surge in visitor arrivals, generate employment, enhance the nation’s global image, and deliver tangible economic benefits to local communities. The campaign will also deepen cultural appreciation and stimulate growth across sectors beyond tourism, including hospitality, transportation, retail, and gastronomy.
Under the MoC, both parties will collaborate on destination promotion in Mongolia, joint marketing campaigns, and the exchange of tourism data. Furthermore, the agreement facilitates business collaboration among industry players and supports tourism-related events. These coordinated efforts are intended to strengthen cultural ties and firmly position Malaysia as a ‘top-of-mind’ destination for Mongolian travellers.
This strategic alliance focuses on key areas, including destination promotion in Mongolia, joint marketing campaigns, the exchange of tourism data, industry-to-industry business facilitation, mutual support for events, and other cooperative initiatives. The partnership aims to build lasting cultural connections and position Malaysia as the preferred destination for Mongolian travellers through authentic storytelling and innovative promotional strategies.
(Source: Tourism Malaysia)
