Malaysia Launches Thematic FAM Trips in Vietnam to Boost their Tourism Growth, Featuring Cruises, Nature, Culture and Urban Attractions Ahead of Visit Malaysia 2026 Campaign

Published on November 26, 2025

In anticipation of the Visit Malaysia 2026 campaign, Tourism Malaysia is intensifying its promotional efforts in Vietnam through a series of Thematic FAM trips planned to further strengthen the two countries’ bilateral tourism ties. With Vietnam still one of Malaysia’s key Southeast Asian tourism markets, the FAM trips would expose Vietnamese travel agencies, media, and KOLs to Malaysia’s diverse tourism offerings, covering a wide range of themes, such as cruise tourism, nature-based tourism, and urban attractions.

These thematic FAM trips showcase new products in the Malaysian tourism portfolio while deepening the cooperation between Vietnam and Malaysia for their respective roles in Southeast Asia’s tourism landscape. Strategic focus by Tourism Malaysia on Vietnam as a major source market is expected to contribute towards increased tourist traffic, quality tourism experiences, and further sustainable growth of both nations’ tourism industries.

Strengthening Tourism Links Through FAM Trips and Market Engagement

Tourism Malaysia is organizing three thematic FAM trips specifically tailored to Vietnamese tourism professionals. These trips focus on three key segments of Malaysia’s tourism product offerings:

1. Cruise Tourism: Highlighting Malaysia’s growing cruise tourism industry, which has seen significant investment and development in recent years.
2. Nature and Cultural Experiences: Showcasing Malaysia’s natural beauty, wildlife, and cultural heritage, particularly in its UNESCO World Heritage sites and national parks.
3. Urban Attractions: Exploring the modern urban attractions of Malaysia’s major cities, including Kuala Lumpur, Penang, and Langkawi, focusing on leisure and business tourism opportunities.

The thematic focus of these trips enables the Vietnamese tourism market to see Malaysia’s diverse appeal, and how the country can cater to different kinds of travelers, from those seeking adventure and nature to those looking for luxury experiences and city breaks.

FAM Trip to Miri: Promoting Eco-Tourism and Heritage Tourism in Sarawak

One of the most recent FAM trips took place between November 20–23, when representatives from Ben Thanh Tourist and other Vietnamese tourism agencies explored Miri in Sarawak, located in the Borneo region of Malaysia. This trip was arranged following an invitation extended by Malaysia’s Minister of Tourism, Arts and Culture during his Vietnam visit earlier this year. The delegation experienced Miri’s eco-tourism and heritage tourism offerings, including Niah National Park, an Iban cultural village, and prominent city landmarks.

This trip offered Vietnamese travel agencies deeper insights into Sarawak’s tourism potential, especially its eco-tourism, cultural heritage, and urban tourism services. By introducing Vietnam’s travel professionals to the richness of Sarawak, this initiative aims to foster greater tourism exchange and increase tourist arrivals from Vietnam to Malaysia’s Borneo region, which is becoming a key destination for those interested in nature-based tourism and cultural exploration.

Promoting Malaysia’s Growing Cruise Tourism Industry

Another important aspect of the FAM trips is to highlight Malaysia’s cruise tourism sector, which is actively being developed as part of the country’s broader efforts to enhance its tourism infrastructure. Tourism Malaysia is co-organizing the “Sail with Piano Land Cruise” trip from November 30 to December 4, which will introduce Malaysia’s growing cruise offerings to the market.

This initiative showcases Malaysia’s potential as a cruise tourism hub, attracting travelers seeking both luxury cruise experiences and sustainable travel options. As part of the campaign, Vietnamese travel agencies will gain first-hand knowledge of the cruise offerings, helping to boost awareness and demand for cruise tourism to Malaysia, which in turn will support the country’s tourism economy. By promoting cruise tourism, Malaysia is positioning itself as an important player in the Southeast Asian cruise market, which is increasingly attractive to international travelers seeking both relaxation and adventure on the water.

Strengthening Connectivity Between Vietnam and Malaysia

In another key move to strengthen tourism cooperation, Tourism Malaysia partnered with Vietjet Air to host a FAM trip from November 20–22, marking the launch of the new Da Nang – Kuala Lumpur direct route. The route will provide a more direct connection between Vietnam and Malaysia, further enhancing tourism and business travel between the two countries. With 179 weekly flights between Vietnam and Malaysia, the new route will make it easier for Vietnamese travelers to visit Malaysia, especially those interested in exploring urban attractions in Kuala Lumpur and other major cities.

The Da Nang – Kuala Lumpur route will also contribute to the growing demand for MICE tourism, facilitating corporate meetings, conferences, and exhibitions. The improved connectivity between Vietnam and Malaysia ensures more seamless travel experiences, making it easier for tourists and business travelers to access both leisure and corporate destinations in Malaysia.

The Impact of Improved Connectivity on Malaysia My Second Home (MM2H) Program

The improved travel connectivity between Vietnam and Malaysia is also expected to benefit the Malaysia My Second Home (MM2H) program. The MM2H program, which attracts foreign nationals looking to reside in Malaysia, has gained popularity in Vietnam, particularly among families and professionals seeking a safe and comfortable living environment with access to quality healthcare and education systems. The new direct flights between Da Nang and Kuala Lumpur make it even easier for potential MM2H applicants to explore the benefits of relocating to Malaysia.

This growing interest in the MM2H program signals an increasing demand for long-term stays in Malaysia, which could further drive tourism growth and provide an additional source of revenue for the country’s tourism sector. The new route and easier travel will support Malaysia’s position as a top choice for long-term expats, contributing to both the tourism and residential sectors.

Continued Growth in Tourism Flows Between Vietnam and Malaysia

As of August 2025, Malaysia has already welcomed 236,918 Vietnamese visitors, and Vietnam has recorded 205,601 Malaysian tourists. This growth reflects the steady rise in tourism flows between the two countries, driven by increasing interest in cultural exchanges, heritage tourism, and leisure travel.

The ongoing rise in tourist arrivals indicates that the demand for travel between Vietnam and Malaysia is expected to continue growing, and initiatives like the FAM trips, improved connectivity, and strategic tourism promotions will only further enhance this tourism exchange. These efforts highlight Malaysia’s appeal as a tourism hub in Southeast Asia, while simultaneously benefiting Vietnam’s tourism sector through increased visitor flows.

Preparing for Visit Malaysia 2026: Sustainable, High-Quality Tourism

Looking forward, Malaysia is preparing for the launch of the Visit Malaysia 2026 campaign, targeting 47 million international visitors with the theme “Surreal Experiences”. The campaign will promote sustainable tourism while showcasing high-quality tourism experiences that blend nature, culture, and modern attractions.

Vietnam will be a key market for the Visit Malaysia 2026 campaign, and the ongoing efforts to strengthen tourism links between the two countries will play a central role in achieving Malaysia’s visitor targets. By emphasizing quality tourism, sustainable practices, and authentic experiences, Malaysia is positioning itself as a leading tourism destination in Southeast Asia.

Strengthening Bilateral Tourism Ties for Long-Term Growth

Continued collaboration and joint initiatives between Malaysia and Vietnam will set a strong foundation for the future of their bilateral tourism. The FAM trips, new direct routes, and rising exchanges of tourism indeed signify the positive impacts of an increasingly integrated Southeast Asian tourism market. As Visit Malaysia 2026 approaches, the sustained partnerships will be the basis of continued long-term growth, tourism sustainability, and cultural exchange to make both countries amongst the sought-after top destinations in the world.