Malaysia aims millennial and Generation Z travelers from the Middle East

Thursday, July 14, 2022

Malaysia is centering its promotional efforts on millennial and Generation Z travelers from the Middle East. This was said by the country’s tourism minister, as it aims to revitalize its pandemic-stricken hospitality sector.

The Muslim-majority country, which promotes itself overseas as a perfect holiday destination, with a multinational culture, verdant rainforests and immaculate beaches, witnessed a severe impact when it closed its borders for all foreign visitors in 2020 and remained cut off till April this year.

Malaysia is well-liked among Middle East visitors, ranking as a top country in the Global Muslim Travel Index ever since 2015.

To improve post-pandemic arrivals, Malaysia’s advertising efforts are now fixed on travelers from the demographic groups known as Gen Z. They are people born between the late 1990s and 2000s, and millenials, born between the early 1980s and mid-1990s.

Nancy Shukri, Malaysia tourism minister said that millennial and Gen Z tourists comprise the two most powerful groups of Muslim travelers that will outline the upcoming trends of the market.

Outlining the Malaysia’s promotional plan, Shukri said that these traveler groups from the Middle East are often branded to be exploratory and are more flexible in their options of holiday activities, while still maintaining their religious compulsions.

Shukri said that the term “adventurous” goes further than sports-related activities like hiking, climbing and diving. It also refers to enriching connections and relations with the surroundings

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