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Tourism Malaysia formalised a strategic partnership with Green Empire Holding LLC yesterday, 6th January, through the signing of a Memorandum of Collaboration (MoC).
This partnership aims to position Malaysia as a preferred travel destination for Mongolian tourists while directly driving momentum towards Visit Malaysia 2026 (VM2026).
Beginning this month, the partnership will introduce 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 chief executive 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.”
Meaningful alliance
Under the MoC, both parties will collaborate on destination promotion in Mongolia, joint marketing campaigns, and the exchange of tourism data.
Furthermore, the agreement encompasses business facilitation between industry players and mutual support for 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, business facilitation between industries, mutual support for events, and other cooperative ventures.
The partnership aims to build lasting cultural connections and position Malaysia as the preferred destination for Mongolian travelers through authentic storytelling and innovative promotional strategies.
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Source: traveldailymedia