Tourism Malaysia and China Airlines Promote Luxury Travel Experiences to North American Market
KUALA LUMPUR, 2 November – Tourism Malaysia, in collaboration with China Airlines, has introduced Malaysia’s luxury tourism offerings to North American travel trade professionals through a five-day familiarisation (FAM) trip covering Kuala Lumpur, Langkawi and Penang.
Held from October 11 to 15, 2026, the programme brought together 10 travel trade representatives from North America, including leading tour operators and travel agencies such as Arrangements Abroad, Remote Lands, Audley Travel and Morris Murdock Escorted Tours.
The initiative aimed to showcase Malaysia’s luxury hospitality, cultural attractions and nature-based experiences while strengthening business connections with international travel partners.
In Kuala Lumpur, participants explored the capital’s landmarks, urban attractions and premium hospitality offerings. The delegation also attended networking sessions with Malaysian tourism stakeholders to explore potential business collaborations targeting the North American market.
The group then travelled to Langkawi, where they experienced the island’s natural landscapes and upscale tourism attractions. Activities included a cruise through Kilim Geoforest Park, a visit to Langkawi SkyBridge and a sunset catamaran cruise.
The programme concluded in Penang, with participants exploring George Town, a UNESCO World Heritage Site, and discovering the state’s culinary heritage through a hands-on cooking class.
Deputy Director of Tourism Malaysia’s Los Angeles office, Linawati Ismail, said the programme demonstrated how Malaysia could combine urban, island and cultural experiences within a single travel itinerary.
She added that the connections established during the trip were expected to encourage the development of bespoke Malaysian travel packages for North American visitors.
The initiative also comes amid growing international recognition of Malaysia as a travel destination. National Geographic recently included Malaysia in its Best Places in the World to Travel to in 2027 list, highlighting Penang, while Frommer’s named Kuala Lumpur among its Best Places to Go in 2027.
Tourism Malaysia recorded 248,382 visitors from the United States between January and September 2026, representing a 4.1% increase from 238,564 visitors during the corresponding period in 2025.
The growth reflects continued interest in Malaysia among American travellers, with Tourism Malaysia seeking to build on the momentum through targeted promotional activities and industry partnerships.
Tourism Malaysia said it would continue strengthening collaborations with international travel trade professionals and aviation partners, including China Airlines, to expand Malaysia’s presence in the North American market and support sustainable tourism growth.
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