In a bid to bolster its presence in the Sri Lankan tourism market, Tourism Malaysia has embarked on a strategic Sales Mission to Colombo. T
his initiative aims to deepen collaboration with Sri Lankan travel industry stakeholders, boost visitor numbers, and showcase Malaysia’s diverse travel experiences.
With tourism playing a crucial role in Malaysia’s economy, this campaign underscores the country’s commitment to strengthening ties with Sri Lanka and attracting more Sri Lankan tourists in the coming years.
The mission follows an impressive surge in Sri Lankan tourist arrivals to Malaysia, with 58,015 visitors recorded in 2024.
This marks a remarkable 122% increase compared to pre-pandemic figures in 2019 when only 26,058 Sri Lankans traveled to Malaysia.
The rise in numbers highlights Malaysia’s growing appeal as a prime travel destination for Sri Lankan tourists.
Enhanced connectivity has played a pivotal role in this growth, with 30 weekly flights from Colombo and a total seat capacity of 4,990, making travel between the two nations more convenient than ever.
Hishamuddin Mustafa, Director of Tourism Malaysia Chennai (South India and Sri Lanka), emphasized the significance of the mission, stating, “Our goal is to reconnect with Sri Lanka’s tourism sector, express gratitude for their unwavering support, and explore new collaborative opportunities.
The arrival of 45 Malaysian sellers, the largest-ever delegation, demonstrates our dedication to strengthening Malaysia’s position in the Sri Lankan market.”
In anticipation of the Visit Malaysia Year 2026 (VMY2026) campaign, Malaysia aims to attract 100,000 Sri Lankan travelers. Mustafa highlighted Malaysia’s diverse appeal, catering to a wide range of travel interests, including Meetings, Incentives, Conferences, and Exhibitions (MICE), destination weddings, and family vacations. “With Visit Malaysia Year 2026 approaching, we are eager to showcase new destinations, cultural attractions, and world-class venues,” he added.
The mission serves as a critical step toward increasing tourism exchanges and reinforcing the long-standing relationship between Malaysia and Sri Lanka. The 45-member delegation is focused on fostering partnerships, sharing industry insights, and enhancing connectivity between the two countries’ tourism sectors.
Sri Lanka has emerged as a key source market for Malaysia, ranking among the top 20 in 2024 and second in South Asia, following India.
To further boost Sri Lankan arrivals, Malaysia plans to introduce exclusive travel packages and promotions tailored specifically for Sri Lankan travelers under the VMY2026 campaign.
Additionally, Malaysia’s tourism authorities are working to promote lesser-known destinations such as Sabah, Sarawak, and Langkawi, extending beyond the popular attractions in Kuala Lumpur.
Malaysia offers a rich variety of travel experiences, including community-based tourism, wedding tourism, medical tourism, and film tourism. Incentives are also being introduced for niche markets such as film production tourism.
Officials emphasized Malaysia’s affordability, particularly in medical tourism, positioning the country as a cost-effective and attractive destination.
Malaysia’s historical and cultural ties with Sri Lanka were also highlighted, with references to shared culinary traditions such as ‘dodol.’
Additionally, several Sri Lankan restaurant chains, including ISSO and Ministry of Crab, have expanded operations to Malaysia, further strengthening bilateral cultural connections.
However, Malaysian officials urged Sri Lanka to enhance its global tourism image by moving beyond war-time perceptions.
High Commissioner of Malaysia to Sri Lanka and the Maldives, Badli Hisham Adam, expressed Malaysia’s openness to exploring visa-free travel for Sri Lankans.
However, he noted that the Sri Lankan government must initiate an official request to facilitate this process. Malaysia has already implemented visa-free entry for several countries, including China and India, as part of its global tourism promotion strategy.
With Malaysia leading ASEAN in international tourist arrivals, welcoming approximately 38 million visitors last year, the Sales Mission to Sri Lanka is a significant step toward further expanding its tourism footprint in the region. By fostering closer ties with Sri Lanka and enhancing accessibility, Malaysia is poised to become an even more attractive destination for Sri Lankan travelers in the years to come
