Tourism Malaysia has appointed VFS Global as its Marketing Representative agency in Oman, Bahrain, and Kuwait, aiming to strengthen its presence in the Gulf Cooperation Council (GCC) region. This strategic partnership, announced on 5 December 2025, is a significant move to enhance Malaysia’s visibility and engagement in these high-potential markets, with the goal of increasing tourist arrivals.
The GCC countries are crucial for Malaysia’s tourism sector, with visitor numbers from the West Asian region rising from 175,196 in 2023 to 211,701 in 2024—a 20.8% increase. These markets are among the top five in tourist spending per capita and have a longer average stay, making them vital to Malaysia’s tourism growth strategy. The collaboration with VFS Global is part of the preparations for “Visit Malaysia Year 2026,” themed “Surreal Experiences,” which aims to attract significant contributions from GCC visitors.
VFS Global will manage marketing, promotional, and brand-building initiatives through dedicated offices, supporting comprehensive campaigns and travel trade engagements. The agency will also assist the Malaysian Embassy in tourism-related initiatives, ensuring a cohesive promotional approach.
Mohd Faharuddin Hatmin, Director of Tourism Malaysia Dubai, emphasised the importance of the West Asia market, stating, “By partnering with VFS Global, we aim to strengthen our outreach and deliver impactful campaigns that showcase Malaysia’s diverse attractions.” GB Srithar, Head of Tourism Services at VFS Global, expressed excitement about the partnership, highlighting its potential to drive strong visitor numbers to Malaysia.
Looking forward to Visit Malaysia 2026, Tourism Malaysia aims to attract 50 million international visitors, showcasing the country’s cultural heritage, natural beauty, and sustainable tourism offerings.
