Tourism Malaysia has formalised a strategic partnership with Green Empire Holding LLC through the signing of a Memorandum of Collaboration, marking a significant step in positioning Malaysia as a preferred travel destination for Mongolian tourists while supporting the national Visit Malaysia 2026 campaign. The collaboration underscores Tourism Malaysia’s ongoing efforts to expand its international reach by engaging emerging and high-potential markets.
Effective January 2026, the partnership will introduce the targeted Welcome Malaysia initiative, a digitally driven promotional campaign aimed at increasing tourist arrivals from Mongolia. The initiative will highlight Malaysia’s diverse tourism offerings, ranging from vibrant urban attractions and rich cultural heritage to ecotourism experiences and premium luxury travel, presenting the country as a versatile and appealing destination.
Tourism Malaysia Director General, Mohd Amirul Rizal Abdul Rahim, described the collaboration as a strategic move to diversify Malaysia’s international visitor markets. He noted that the partnership reflects Tourism Malaysia’s commitment to innovative tourism marketing and strong public-private collaborations, which are essential in driving momentum towards Visit Malaysia 2026 and strengthening Malaysia’s global tourism brand.
Memento presentation by Mr. Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia, to Mrs. Tsetsegbal Ochirsuuri, Advisor to the Right Honourable Deputy Prime Minister of Mongolia.
Echoing this sentiment, Green Empire Holding LLC Chief Executive Officer, Byambasuren Ayushjav, said the partnership goes beyond conventional tourism promotion. He emphasised the company’s focus on authentic storytelling that inspires Mongolian travellers to explore Malaysia’s unique cultural and experiential landscape, with the aim of building long-term connections between the people of both nations through meaningful travel experiences.
Through the Visit Malaysia 2026 campaign, Malaysia is targeting 43 million international tourist arrivals in 2026, reinforcing tourism’s role as a key contributor to national economic growth. This positive trajectory is reflected in international visitor arrivals from January to November 2025, which reached 38.3 million, signalling strong recovery and sustained demand.
Guided by its theme song, Surreal Experiences, Visit Malaysia 2026 will feature a year-long programme of festivals, cultural showcases, exhibitions and community celebrations that highlight uniquely Malaysian experiences. These initiatives are designed to captivate global travellers while showcasing the country’s cultural diversity and creative vibrancy.
Memento presentation by YBhg. Datuk Manoharan Periasamy, Chairman of Tourism Malaysia, to Mr. Byambasuren Ayushjav, Chief Executive Officer of Green Empire Holding LLC.
Leveraging Malaysia’s potential as a world-class tourism destination, the campaign is expected to drive further growth in visitor arrivals, create employment opportunities and deliver tangible economic benefits to local communities. Beyond tourism, it is also anticipated to stimulate growth across related sectors such as hospitality, transportation, retail and the food and beverage industry, while enhancing cultural appreciation.
Under the Memorandum of Collaboration, Tourism Malaysia and Green Empire Holding LLC will work together on destination promotion initiatives in Mongolia, joint marketing campaigns and the exchange of tourism-related data. The agreement also includes business facilitation between industry players and mutual support for tourism-related events, strengthening bilateral cooperation within the tourism ecosystem.
Through these coordinated efforts, the partnership aims to deepen cultural ties and firmly position Malaysia as a top-of-mind destination for Mongolian travellers. By combining authentic storytelling with innovative promotional strategies, both parties seek to build lasting connections that support sustainable tourism growth and long-term market engagement.
