How Malaysia Plans to Attract More Than Five Million Indonesian Tourists with New Air Routes, Medical Tourism, and Visit Malaysia 2026 Campaign Momentum - Travel And Tour World (2025)

Friday, April 18, 2025

In a bold move to redefine regional tourism leadership, Malaysia has unveiled its strategic roadmap on how Malaysia plans to attract more than five million Indonesian tourists over the next two years. Central to this ambitious plan are new air routes, a growing emphasis on medical tourism, and the driving force of the Visit Malaysia 2026 campaign momentum. With Indonesia already ranking as Malaysia’s second-largest source market, authorities are intensifying efforts to deepen travel ties, enhance accessibility, and tailor experiences for the evolving preferences of Indonesian travelers.

The plan focuses on capitalizing on more than 591 weekly flights between the two countries, with new air routes expanding access from major Indonesian cities like Jakarta, Surabaya, and Medan to Malaysian destinations beyond Kuala Lumpur, such as Penang and Johor. Complementing these efforts is Malaysia’s thriving medical tourism sector, which is seeing increased demand from Indonesian patients seeking affordable and high-quality healthcare, bundled with travel-friendly packages.

Meanwhile, the Visit Malaysia 2026 campaign momentum is already generating traction across Southeast Asia, with roadshows, digital campaigns, and cross-border collaborations targeting family, business, and wellness travelers. From world-class hospitals to halal culinary trails and mega shopping festivals, Malaysia is offering a multi-dimensional tourism experience specifically curated to attract more than five million Indonesian tourists.

As Malaysia strengthens regional partnerships and unveils new incentives, the country’s roadmap offers a clear vision of how Malaysia plans to lead Southeast Asia’s post-pandemic tourism resurgence—one Indonesian visitor at a time.

As regional tourism rebounds across Southeast Asia, Malaysia is intensifying efforts to court Indonesian travellers, targeting over 4.3 million arrivals in 2025 with projections rising to 4.7 million in 2026. The initiative was unveiled by Tourism Malaysia deputy chairman Datuk Yeoh Soon Hin during a targeted roadshow promoting the Visit Malaysia 2026 campaign, underscoring Malaysia’s renewed commitment to reclaiming its status as one of the top holiday destinations for Indonesians.

Speaking at a media briefing, Yeoh emphasized that Indonesia remains Malaysia’s second-largest source market, only behind Singapore, and that early 2025 travel figures are already promising. As of February, over 770,000 Indonesians had visited Malaysia, marking a robust 15% increase over the same period in 2024—a clear sign of rising demand, improved regional mobility, and deepening bilateral ties.

Strategic Connectivity: Weekly Flights, Daily Options, and Regional Gateways

The foundation of this growth lies in enhanced air connectivity. With 591 weekly direct flights and over 106,000 available seats, Malaysia is more accessible than ever for Indonesian travelers. Notably, Surabaya offers up to nine daily flights to Kuala Lumpur, while routes to Johor and Penang offer diverse entry points beyond the capital. Airlines operating these routes include Malaysia Airlines, Batik Air, AirAsia, and Lion Air, ensuring competitive pricing and frequency.

Datuk Yeoh highlighted how multiple daily connections, particularly from East Java, are reshaping Malaysia’s appeal not just for leisure but also for medical and MICE travel. The emphasis is on convenience, affordability, and versatility, especially for repeat visitors who seek more than a city tour.

Visit Malaysia 2026: A Pan-Regional Campaign with Indonesian Focus

The Visit Malaysia 2026 campaign, spearheaded by Tourism Malaysia and supported by the Ministry of Tourism, Arts and Culture, is the centerpiece of this renewed outreach. Roadshows and trade events across Jakarta, Surabaya, Medan, and Bandung are designed to reconnect with travel operators, media, and local tourism boards.

Through strategic partnerships, the campaign promotes value-added holiday packages, bundled airfare and accommodation deals, and specialized medical tourism incentives. Tourism Malaysia is also leveraging digital platforms and influencer marketing to connect with Millennial and Gen Z Indonesians, who now form a significant segment of the outbound market.

Medical Tourism on the Rise: Affordable Health, Premium Hospitality

A core pillar of Malaysia’s pitch to Indonesian travelers is its burgeoning medical tourism sector. With a reputation for high-quality care at competitive rates, Malaysian hospitals are now packaging health check-ups, minor procedures, and specialist consultations for short-stay visitors.

In East Java, for instance, the Indonesian Tourism Industry Association (ASPPI) has pledged support in promoting medical tourism campaigns, particularly through health-focused travel agencies. Chairman Eko Mujiono affirmed that local networks are well-positioned to promote this niche, particularly among older adults and corporate clients seeking bundled executive health check-up programs.

In this niche, Malaysia holds an edge over Singapore due to pricing advantages, multilingual support, and accessibility from second-tier Indonesian cities. The Malaysian Healthcare Travel Council (MHTC) is also working closely with hospitals and tour operators to expand airport transfer services, visa assistance, and in-hospital accommodation support.

Diverse Attractions: From Shopping Sprees to Cultural Experiences

To enhance repeat visitation, Malaysia is doubling down on experiential tourism. Datuk Yeoh cited vibrant offerings such as:

• Theme parks like Sunway Lagoon, Genting SkyWorlds, and Legoland Malaysia
• Shopping extravaganzas tied to the Malaysia Super Sale and Year-End Sale
• Culinary trails featuring halal street food, Chinese-Malay fusion, and regional specialties
• Eco-adventure destinations such as Sabah’s Mount Kinabalu and Langkawi’s geoparks

These experiences are paired with loyalty programs, promo codes through OTA platforms, and cross-border retail partnerships, making Malaysia a value-for-money paradise for Indonesian shoppers and families.

MICE and Incentive Tourism: Business Meets Leisure

Another key area of focus is MICE tourism, particularly corporate incentive travel and regional conferences. With favorable visa policies, excellent hotels, and affordable event venues, Malaysia has positioned itself as a preferred MICE destination in ASEAN.

The International and Charter Flight Matching Grant (GSPC) offered by Tourism Malaysia further sweetens the deal for Indonesian MICE planners. It supports group charters, venue subsidies, and digital promotion efforts, allowing businesses to organize cost-effective yet impactful events.

Cities like Kuala Lumpur, Kuching, and Penang are increasingly part of the itinerary for Indonesian corporate trips, often combining business with cultural exploration and luxury experiences.

Ground Support and Private Sector Readiness

According to ASPPI’s Eko Mujiono, Indonesia’s private sector is fully aligned with Tourism Malaysia’s push. Local travel agencies are tailoring outbound packages that reflect Indonesian travelers’ preferences—be it short wellness getaways, long weekend shopping trips, or family-themed park tours.

Collaboration with airlines, medical partners, and hospitality groups in both countries ensures that offerings are competitive and easy to book. Up to 11 daily direct flights between Indonesian cities and Malaysia serve as a critical enabler for rapid deployment of new travel campaigns, especially timed around Ramadan, Eid, school holidays, and national events.

Demographic Shifts and the Role of Digital Influence

The profile of the Indonesian traveler is evolving. Young, digitally savvy travelers from urban centers like Jakarta, Surabaya, and Medan are more spontaneous, experience-driven, and influenced by social media trends. To meet their expectations, Malaysia is investing in digital-first campaigns, AI-enhanced recommendation engines on tourism portals, and mobile-first booking platforms.

Instagrammable experiences, smart hotel check-ins, and destination gamification (e.g., e-voucher treasure hunts in shopping malls) are just a few of the innovations being introduced. Indonesian influencers are already participating in cross-border collaborations to promote Malaysian destinations to millions of followers.

Recovery, Resilience, and Realignment Post-Pandemic

This tourism drive between Malaysia and Indonesia is part of a broader regional realignment following the pandemic. While many long-haul markets like China and Europe are recovering more slowly, ASEAN nations have the advantage of proximity, shared culture, and favorable diplomatic relations.

Malaysia is using this window to secure loyalty from core feeder markets such as Indonesia, with Visit Malaysia 2026 as both a symbolic and strategic rallying point. The goal is not just to regain pre-pandemic numbers but to surpass them with smarter segmentation, improved infrastructure, and stronger cross-sector collaboration.

A Shared Regional Vision for Travel Growth

As Malaysia sets a bold target of 4.3 million Indonesian tourist arrivals in 2025—and 4.7 million by 2026—the strategy is clear: deepen connectivity, diversify offerings, and deliver tailored value. With medical tourism, shopping, and MICE leading the charge, and a campaign as comprehensive as Visit Malaysia 2026, the country is signaling its readiness to reassert leadership in the ASEAN tourism landscape.

The success of this initiative will hinge on sustained coordination between airlines, healthcare providers, travel agents, and digital platforms. But with strong groundwork already in place, and enthusiastic backing from Indonesia’s tourism industry, the outlook is bright.

In a region where travel is a shared language, Malaysia is speaking directly to Indonesian hearts—and it seems, they’re ready to respond.

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