Tourism Malaysia, Foodie Media strengthen country's tourism promotion

Tourism Malaysia and Foodie Media Berhad have formalized a partnership through a Memorandum of Understanding (MoU) aimed at strengthening the promotion of Malaysia's tourism products and experiences. This collaboration aligns with the "Visit Malaysia 2026-2027" (VM2026-2027) campaign, focusing on the nation's culinary heritage, cultural attractions, and lifestyle.

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Foodie Media has been instrumental in promoting Malaysian food, cuisine, and gastronomy worldwide through its platform, which reaches over 50 million people.

Mohd Akbal Setia, Deputy Director (Promotion) of Tourism Malaysia, highlighted that the partnership will enhance the agency's efforts to utilize digital platforms and creative content to showcase Malaysia's diverse tourism offerings. He noted Foodie Media's significant reach, with a platform accessed by over 50 million people, which he believes holds immense potential for expanding Malaysia's tourism promotion.

Despite facing challenges, Malaysia has seen positive growth in visitor arrivals. From January to June this year, the country welcomed over 21 million visitors, a 2.5 percent increase. Tourism Malaysia anticipates this number will rise to between 42 and 47 million by the end of the year, with a specific target of 47 million visitors for the VM2026-2027 campaign. The MoU is expected to help achieve these ambitious goals.

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It shows great potential through this collaboration in expanding Malaysia's tourism promotion.

Under the agreement, Foodie Media's subsidiary, Good Foodie Media Sdn. Bhd. (GFM), will support the creation and distribution of digital content related to VM2026-2027 and associated events. GFM will also provide on-the-ground media coverage for selected Tourism Malaysia events, including food festivals and heritage site activities. In return, Tourism Malaysia will provide GFM with selected information on Malaysian tourism products, experiences, gastronomy, lifestyle, and new destinations, facilitating GFM's participation in chosen events throughout 2026.

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From January to June this year, Malaysia received over 21 million visitors, a 2.5 percent increase, and we hope that number continues to grow to between 42 million and 47 million visitors by the end of the year, as per the initial target.

Nicholas Lim Pinn Yang, CEO of Foodie Media, stated that promoting Malaysia has been the company's mission since its establishment in 2016. He recalled starting with a single food page in Penang and building the company around showcasing the country's offerings. The collaboration with Tourism Malaysia marks a significant step in amplifying these promotional efforts.

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We started in 2016 with just one food page in Penang, and since then, everything we have built has been about highlighting what this country has to offer.