Travelport and Tourism Malaysia expands strategic destination marketing partnership

Travelport and Tourism Malaysia expands strategic destination marketing partnership

Expansion is result of work that has helped Tourism Malaysia increase campaign conversions by 50% since 2019

GDS and travel technology company Travelport and Tourism Malaysia have revealed it has expanded its strategic destination marketing collaboration.

The partnership has resulted in a successful campaign and data analysis work that has accelerated the campaign conversion growth for the Malaysian DMO during the past year. 

Travelport will continue to provide Tourism Malaysia with data and market intelligence to drive destination marketing campaign decisions. 

The DMO will use insights from Travelport to educate and engage travel retailers about Malaysia as a destination. 

Tourism Malaysia’s campaign objectives are focused on continuous growth in visitor arrivals, longer stays and higher spending from tourism.

“Travelport provides the meaningful data analysis that we need to effectively educate tourism players about our unique and diversified experiences for travelers so they can promote Malaysia as a top destination for their customers,” said Manoharan Periasamy, director general of the Malaysia Tourism Promotion Board. 

“Travelport has proven their ability to provide the intelligence to enhance our campaign strategies and engage more travel retailers with the right content and messages. Through this collaboration, we have achieved a 50% uplift in campaign conversions compared to 2019.”

Anna Au-Yeung, global head of destination marketing of Travelport, said: "Our research shows that the unique experiences Malaysia offers visitors has been vastly understated in the past. Travelport’s meaningful insights help to ensure Tourism Malaysia is propelling tourism and seeing a valuable return on their campaign investments.

“As we expand our strategic collaboration, Travelport’s data insights will continue to empower Tourism Malaysia with setting the right strategic focus, resource allocation and market priorities as traveler preferences and market conditions continue to evolve.”

Periasamy added: “This extension serves as the perfect preparation as we have plenty in line for visitors and industry alike. This year's tourism scene is packed with State Visit Year from four states, namely Melaka, Kelantan, Perak, and Perlis. 

"In addition to that, Malaysia will host the ASEAN Tourism Forum (ATF) 2025 and our upcoming Visit Malaysia Year that will take place in 2026 with an ambitious target of 35.6 million foreign tourist arrivals and RM147.1 billion in expenditures."

“We expect that this collaboration will continue to maximise our promotional efforts which will focus on placing Malaysia as the top-of-mind ecotourism destination of the world, through the country's diverse ecosystems and natural wonders," he said.