Now, East Coast Tourism Shines at GRACE Event, Celebrating Collaboration and Excellence

Published on December 28, 2025

Tourism Malaysia Eastern Region successfully organized the GRACE 2025 event on 20 December 2025 at Hotel Paya Bunga in Kuala Terengganu. GRACE, which stands for Gathering of Recognition, Appreciation, Collaboration, and Excellence 2025, was designed to celebrate and honor the contributions of key partners within the tourism industry who have worked closely with Tourism Malaysia Eastern Region. The initiative aims to acknowledge the collaborative efforts that have contributed to the development, promotion, and marketing of Malaysia’s East Coast as a premier holiday destination.

This year’s GRACE event brought together tourism stakeholders from across the region, including industry partners, local businesses, and government representatives. The goal of the event was to highlight the success of tourism initiatives in the Eastern region, encourage further collaboration, and strengthen relationships within the tourism sector.

Recognising Key Contributions to East Coast Tourism

The GRACE 2025 initiative provided a platform to recognize and celebrate the hard work and dedication of individuals and organizations who have played a significant role in elevating Malaysia’s East Coast as a must-visit destination. The East Coast, known for its pristine beaches, cultural heritage, and natural beauty, has seen significant growth in tourism in recent years. With strategic marketing and collaboration between public and private sector partners, the region is now increasingly recognized as one of Malaysia’s top tourism hotspots.

During the event, various tourism industry leaders, from hoteliers and tour operators to local government officials, were acknowledged for their efforts in promoting East Coast Malaysia as a preferred travel destination. These partnerships have been crucial in creating promotional campaigns that showcase the region’s unique offerings, such as the stunning islands of Perhentian and Redang, the historical sites of Terengganu, and the diverse natural reserves and national parks.

The recognition of these partners is an essential step in continuing to grow tourism on the East Coast, ensuring that it remains competitive in the increasingly dynamic global tourism market.

GRACE 2025: A Showcase of East Coast Attractions

GRACE 2025 was not only an event for recognizing tourism professionals but also a celebration of the East Coast’s vibrant attractions. Tourism Malaysia Eastern Region took the opportunity to highlight the region’s unique appeal and diverse offerings that attract visitors from all over the world. From the serene beaches of the Perhentian Islands to the cultural and historical richness of Terengganu, the region boasts a wide range of experiences for both leisure travelers and adventure seekers.

Visitors to East Coast Malaysia can explore a variety of activities, including scuba diving, snorkeling, and hiking in the lush rainforests. The East Coast is also home to a rich cultural heritage, with many local festivals, traditional crafts, and culinary delights for tourists to experience. These attractions are integral to the success of the region’s tourism industry and the reason why so many travel agencies and operators choose to feature them in their packages.

During the event, Tourism Malaysia also presented several new initiatives aimed at boosting tourism on the East Coast, including new packages, upcoming events, and enhancements to tourism infrastructure designed to improve the overall visitor experience.

Strengthening Industry Collaboration for Sustainable Growth

The GRACE 2025 event served as a reminder of the importance of collaboration between the public and private sectors in the tourism industry. By working together, Tourism Malaysia and its partners are able to create targeted marketing campaigns, improve services, and increase the overall appeal of Malaysia’s East Coast. This collaborative spirit has been essential in driving the growth of the region’s tourism sector.

Looking ahead, the focus will remain on sustainable tourism practices that preserve the region’s natural beauty while meeting the demands of an increasing number of visitors. Tourism Malaysia is committed to ensuring that East Coast Malaysia remains a sustainable and attractive destination for both domestic and international travelers.

The Role of Technology in East Coast Tourism

Technology and digital marketing continue to play an important role in promoting tourism in East Coast Malaysia. In recent years, the region has leveraged online platforms, social media, and digital marketing campaigns to reach a broader audience, especially younger travelers who are more likely to seek information and make bookings online. GRACE 2025 also highlighted the use of technology in providing better services, such as mobile apps for booking tours, enhancing customer service, and making the travel experience more seamless for visitors.

The rise of online booking platforms has made it easier for tourists to plan and book their trips to the East Coast, driving the growth of both leisure and adventure tourism in the region. Efforts to enhance the online presence of East Coast Malaysia will continue, ensuring that the region remains top-of-mind for global travelers.

Looking to the Future: Expanding Tourism on the East Coast

As the tourism industry recovers and continues to grow, the East Coast of Malaysia is well-positioned to benefit from both regional and international tourism trends. The GRACE 2025 event serves as a reminder of the importance of fostering strong relationships between the public and private sectors, while focusing on delivering exceptional experiences for visitors.

Tourism Malaysia Eastern Region is dedicated to maintaining the momentum of East Coast tourism, which is already showing positive growth in visitor numbers and satisfaction. With its focus on sustainability, improved services, and new initiatives, the region is set to remain one of Malaysia’s premier destinations for travelers looking for a unique and enriching travel experience.

Conclusion

The GRACE 2025 event marked an important milestone for the tourism industry in Malaysia’s East Coast, bringing together key stakeholders and celebrating the contributions of those who have worked tirelessly to develop, promote, and market the region. With the support of the local tourism industry, the East Coast is poised for continued growth in the coming years. By focusing on collaboration, sustainability, and innovation, East Coast Malaysia is set to remain a key destination for travelers from around the world, offering a rich blend of natural beauty, cultural experiences, and world-class hospitality.