Tourism Malaysia has signed a Memorandum of Collaboration with Mongolia’s Green Empire Holding to promote Malaysia in the Mongolian market and support Visit Malaysia 2026 objectives.
Tourism Malaysia has formalised a strategic partnership with Green Empire Holding LLC of Mongolia through a Memorandum of Collaboration (MoC), aimed at positioning Malaysia as a preferred travel destination for Mongolian tourists and supporting the objectives of Visit Malaysia 2026 (VM2026).
The MoC was signed in Putrajaya by Madam Nuwal Fadhilah Ku Azmi, Senior Director of the International Promotion Division (Asia/Africa) at Tourism Malaysia, and Mr Batzaya Davaanyam, Partner of Green Empire Holding LLC. The signing was witnessed by Mr Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia, and Mr Byambasuren Ayushjav, Chief Executive Officer of Green Empire Holding LLC.
Effective January 2026, the partnership will roll out the targeted ‘Welcome Malaysia’ initiative to increase tourist arrivals from Mongolia through a digitally driven promotional campaign. The initiative will highlight Malaysia’s tourism offerings across urban attractions, ecotourism, cultural heritage and luxury travel experiences.
Mr Mohd Amirul Rizal Abdul Rahim described the collaboration as a strategic move to diversify Malaysia’s international visitor markets, noting its role in tapping into high-potential source markets while reinforcing innovative tourism marketing approaches and public-private cooperation.
Mr Byambasuren Ayushjav stated that the partnership aims to go beyond conventional tourism promotion by focusing on authentic storytelling to inspire Mongolian travellers and foster deeper cultural and travel connections between the two countries.
Through the VM2026 campaign, Malaysia aims to attract 43 million international visitors in 2026, aligning with broader efforts to strengthen tourism as a key contributor to national economic growth. Between January and November 2025, international visitor arrivals reached 38.3 million, reflecting strong recovery momentum.
The VM2026 campaign is supported by a year-long programme of festivals, cultural showcases, exhibitions, and community events, designed to promote Malaysia’s tourism assets while generating employment, enhancing the country’s global image, and delivering economic benefits across the hospitality, transport, retail, and gastronomy sectors.
Under the MoC, both parties will collaborate on destination promotion activities in Mongolia, joint marketing initiatives, tourism data exchange, business facilitation between industry stakeholders and mutual support for tourism-related events. These efforts are intended to strengthen cultural ties and position Malaysia as a top-of-mind destination for Mongolian travellers.