Malaysian tourism seeks chance at Hanoi market
The Malaysia Tourism, Arts, Culture and Food Fest 2025 in Hanoi showcases Malaysia’s diverse heritage and strengthens people-to-people ties between Malaysians and Vietnamese.
THE HANOI TIMES — People in Hanoi will be offered a chance to find out Malaysian tourism, arts, culture, and gastronomy through the Malaysia Tourism, Arts, Culture and Food Festival 2025, that was launched in Vietnam's capital city early this month.
The festival serves as a vital platform to boost bilateral tourism cooperation and promote the upcoming Visit Malaysia 2026 (VM2026) campaign, with Vietnam identified as a key priority market within ASEAN, in addition to strengthening cultural diplomacy and fostering mutual understanding between two close ASEAN neighbors.
The similar event also took place in Ho Chi Minh City.
The festival featured two highlight events, namely the Destination Seminar and Business Networking Session, and the Malaysia Tourism, Arts, Culture and Food Festival 2025 with aim to connect industry stakeholders, media, and the public while promoting Malaysia’s vibrant tourism offerings.
The Malaysian delegation is led by Dato’ Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia, and includes 30 representatives from Malaysia’s tourism, hospitality, and service sectors.
In his keynote address at the festival's launch on August 1, Minister Dato’ Sri Tiong King Sing stated: “Vietnam has consistently been one of Malaysia’s most valued tourism partners in Southeast Asia. We believe this visit will foster dynamic partnerships and support our shared goal of developing sustainable, inclusive, and mutually beneficial tourism between our nations.”
The Destination Seminar and Business Networking Session brought together stakeholders from both countries’ travel, aviation and hospitality sectors to explore new business opportunities.
Tourism Malaysia and Vietnam Airlines have officially signed a Memorandum of Cooperation (MoC) to boost tourism flows between the two countries and increase tourists departing from Hanoi.
The agreement marks a milestone in strengthening tourism ties between Vietnam and Malaysia, paving the way for joint marketing efforts and expanded growth opportunities. Both parties will collaborate to promote travel between the two countries via Vietnam Airlines, supporting Malaysia’s tourism promotion strategies and enhancing the link between a leading Vietnamese carrier and one of Southeast Asia’s premier destinations.
In the coming months, Vietnam Airlines and Tourism Malaysia will roll out a range of joint initiatives, such as co-branded marketing campaigns, familiarization trips, event collaborations, communications support, and information exchange.
“The forward-looking partnership between two key players in the ASEAN tourism landscape is marked by a common goal to bring our nations and people closer through travel, culture, and mutual growth,” said Datuk Manoharan Periasamy, Director General of Tourism Malaysia.
On the occasion, the Embassy of Malaysia in Hanoi also hosted Madani Week. Inspired by the ‘Madani’, which promotes six core values with sustainability, prosperity, innovation, respect, trust, and compassion across culture, education, and trade, the event marks Malaysian strategic partnerships with countries like Vietnam.
Vietnam Airlines and Tourism Malaysia will roll out a range of joint initiatives to boost tourism from both sides. Photo courtesy of Malaysia Tourism Promotion Board
As of July 2025, there were 164 direct weekly flights between Vietnam and Malaysia, offering a total seat capacity of 29,734. These routes, which served by Vietnam Airlines, VietJet Air, AirAsia, Batik Air, and Malaysia Airlines, connect major Vietnamese cities such as Hanoi, Ho Chi Minh City, Danang, Da Lat, Phu Quoc, and Nha Trang with Kuala Lumpur, Penang, Johor Bahru, and Kota Kinabalu, meeting the robust demand for travel and business connectivity.
The increase in flight frequency supports more flexible travel itineraries and stimulates segments such as weekend getaways, MICE tourism, and leisure travel. These trends are gaining traction among Vietnam’s expanding middle class and younger demographics.
Malaysia is currently the second-largest ASEAN source market for Vietnam after Cambodia, with 266,000 Malaysians visiting Vietnam in the first five months of 2025. Conversely, Malaysia welcomed 168,677 Vietnamese tourists during the same period.
