Foodie Media in Tourism Malaysia partnership

PETALING JAYA: Malaysia has received more than 21 million tourists from January to June this year and is hoping to reach its target of some 47 million visitors within the Visit Malaysia 2026-2027 (VM2026-2027) campaign period.

Deputy Director-General (Promotions), Tourism Malaysia and head of secretariat Visit Malaysia 2026-2027 Mohd Akbal Setia said: “Up to June, we have received more than 21 million visitors, it’s very good growth.”

Speaking after the formalistion of a memorandum of understanding (MoU) between Tourism Malaysia and Foodie Media Bhd to strengthen the promotion of Malaysia’s tourism offerings, Mohd Akbal said the cooperation with digital lifestyle company Foodie would help to reach a wide audience.

He said the collaboration provided a good platform for both parties to play on their respective strengths while creating awareness on Malaysia as a preferred tourism destination.

Both companies said in a statement that Under the MoU, Foodie Media’s wholly-owned subsidiary will support the production and distribution of digital content related to VM2026-2027 and its events, provide on-ground media coverage of Tourism Malaysia-designated events, food festivals and heritage site activations, as well as amplify campaign content through its extensive portfolio of digital platforms and lifestyle brands.

Tourism Malaysia, meanwhile, will provide Foodie Media with curated information on Malaysian tourism offerings encompassing gastronomy, lifestyle, attractions and emerging destinations, while facilitating its participation in selected Tourism Malaysia events throughout 2026, the companies said.

They added that collaboration will further support the development and dissemination of content showcasing Malaysia’s diverse tourism experiences to wider audiences.

“The partnership comes at a strategic time as Malaysia continues to intensify promotional efforts under VM2026, which has been extended through the end of 2027.

“The extended campaign period provides greater opportunities for Tourism Malaysia and its industry partners to sustain travel demand, strengthen destination awareness and promote Malaysia’s diverse tourism offerings across key markets.”

Foodie Media chief executive officer Nicholas Lim Pinn Yang said the group had focused on promoting Malaysia “since day one.” Starting a decade ago with a single page about Penang food, he said Foodie Media had since built its content surrounding what the country has to offer.

“Working with Tourism Malaysia allows us to bring more of the country to people who already come to us for ideas on what to do and where to go within the country,” Lim said.

Both parties noted that the partnership also reflected Tourism Malaysia’s continued commitment to strengthen public-private collaboration and maximising digital and content-driven platforms to promote Malaysia’s tourism offerings, in line with the objectives of VM2026 and the extended campaign period throughout next year.