Tourism Malaysia is eyeing stronger tourism cooperation with the Philippines as it brought its 2026 Sales Mission to Davao City on Thursday, August 20, at the Dusit Thani Residence.
The networking session gathered local travel agents, trade buyers, and media representatives to boost Filipino visitor arrivals ahead of the Visit Malaysia Year 2026-2027 campaign, marking Tourism Malaysia's first major trade engagement in Davao City since 2023.
As part of a multi-city roadshow across Manila, Davao, and Cebu, the mission features 21 Malaysian travel stakeholders, including state tourism boards, hoteliers, tour operators, and airline representatives.
Tourism Malaysia Deputy Director General (Promotions II) Lee Tai Hung stressed that sustaining and expanding direct flight services between Mindanao and Malaysia relies on mutual passenger traffic.
"We know and understand business should be two-way. So if you have Malaysians coming over, then we can stabilize the connectivity between the two," Lee said, encouraging Davao travel agencies to craft packages tailored to local preferences. "We know that Davao City people love beaches, nature, and food. Malaysia, we have it."
Arrival figures presented during the mission showed that Malaysia recorded 299,633 Filipino visitors from January to June 2026, marking a 1.13 percent annual increase. Asean travelers make up roughly 72.5 percent of the country's total foreign arrivals. To maintain growth, Tourism Malaysia outlined plans to expand flight seat capacities, extend visitor stays, and launch joint marketing campaigns with regional partners.
The event also highlighted updates to the Malaysia My Second Home (MM2H) program, which has been rebranded from a dedicated retirement scheme into a broader economic generation initiative aimed at attracting high-net-worth foreign residents, investors, and students.
MM2H Senior Assistant Director Norhafizah Binti Johar, detailed their offers of multi-entry passes valid for five to 20 years with tax exemptions on foreign income.
"The rebranding of the MM2H program from a dedicated retirement program to an economic generation program is a government initiative to attract high-income professionals and qualified foreigners to reside in Malaysia for the long term," Binti Johar said, citing the country's safety, family-friendly environment, and high quality of life at low living costs.
Capitalizing on Mindanao’s position as a key halal hub and its strong cultural affinity with Islamic heritage, Islamic Tourism Centre representatives presented Malaysia's Muslim-Friendly Tourism and Hospitality ecosystem. The country currently boasts over 100 certified Muslim-friendly hotels and agencies, alongside 360 certified tour guides.
Local trade partners were also invited to upcoming events, including Islamic Tourism Month in September, the Halal Street Food and Modest Wear Festival in October, and the 5th World Islamic Tourism Conference in November.
