PUTRAJAYA — Tourism Malaysia and Malaysia Airlines Berhad have renewed their collaboration towards driving the influx of foreign tourists into the country.
Through this partnership, Malaysia Airlines will sponsor flight tickets to bring in foreign media and tour agents, under Tourism Malaysia’s Mega Familiarisation Programme, from the United Kingdom and Asia, Asean and Oceania regions.
The projects and programmes in this collaboration will begin in July and end by December.
The Mega Familiarisation Programme is one of Tourism Malaysia’s most effective efforts to generate wide publicity on Malaysia as a preferred leisure and business destination and boost the country’s tourist arrivals and receipts.
It is the most cost-effective way to promote Malaysia as it garners the support of industry players to subsidise the cost of the programme through various sponsorship of airfares, accommodation and ground support.
Introduced in 2000, the programme provides first-hand information and experience of the various tourist destinations and tourism products in Malaysia to the participants, comprising representatives of the international travel trade, journalists, travel writers, corporate house buyers and planners.
Many successful tour packages and articles have been produced as a result of this programme.
Besides attending the respective events and tours, the Mega Familiarisation participants are also required to attend a half-day tourism briefing and a travel mart, which provides a platform for the participants and local industry players to network and establish business opportunities.
Last year, Tourism Malaysia brought in 904 Mega Familiarisation participants to the country, in conjunction with 15 major festivals and tourism events. A total of 50,542 Mega Familiarisation participants have attended the programme from 2000 to 2015.