Malaysia Targets 600,000 South Korean Tourists in Ambitious Travel Campaign
Malaysia aims to attract 600,000 South Korean visitors this year, focusing on authentic local experiences to surpass pre-pandemic levels.
POLICY WIRE — Kuala Lumpur, Malaysia — Malaysia is intensifying its efforts to attract international visitors, with a particular focus on increasing South Korean arrivals to 600,000 this year. This ambitious target is part of a broader campaign aiming to welcome 47 million international tourists.
The strategy involves promoting authentic local experiences beyond the well-known beach resorts — and urban attractions. “South Korea is one of our priority markets,” said Kamilia Hani Abdul Halim, director of Tourism Malaysia Seoul, in an interview.
In 2022, approximately 558,000 South Koreans visited Malaysia, making it a significant market. The tourism board is now aiming to surpass these numbers by highlighting unique cultural — and natural attractions.
Tourism Malaysia is leveraging various marketing channels to reach potential visitors. This includes digital campaigns, travel fairs, — and partnerships with South Korean travel agencies. The focus is on showcasing Malaysia’s diverse offerings, from its rich cultural heritage to its vibrant urban scenes and serene natural landscapes.
The campaign comes as Malaysia seeks to rebound from the impacts of the COVID-19 pandemic, which significantly reduced international travel. The country is now positioning itself as a top destination for South Korean travelers looking for both relaxation and adventure.
Reporting by Policy-Wire (PW)
