JTB and Tourism Malaysia Sign MOC to Promote Travel
JTB and Tourism Malaysia signed a memorandum of cooperation (MOC) to jointly stimulate and expand Japanese outbound travel to Malaysia under the Visit Malaysia 2026-2027 campaign. The cooperation runs from September 2026 to December 2027 and focuses on four pillars: media promotion, familiarization trips for JTB sales staff, digital content and social media outreach, and growth of group travel including MICE and educational trips. The two sides also plan measures such as two-way charter flights, with 2027 marking the 70th anniversary of Japan-Malaysia diplomatic relations.
Impact and considerations
The partnership links a major Japanese travel agency's sales and marketing resources with Malaysia's official promotion budget, potentially shaping the supply and promotion of Japan-origin group and MICE products and offering corporate travel and incentive buyers a refreshed destination option.
Key points
- JTB and Tourism Malaysia signed an MOC aimed at expanding Japanese travel to Malaysia.
- The cooperation period runs from September 2026 to December 2027, aligned with the Visit Malaysia 2026-2027 campaign.
- Four pillars: media promotion, familiarization trips for JTB sales staff, digital content and social media, and expanded group travel.
- Group travel efforts will strengthen MICE and educational travel (school trips, study tours).
- The two sides plan measures such as two-way charter flights to deepen Japan-Malaysia exchange.
- 2027 marks the 70th anniversary of Japan-Malaysia diplomatic relations, providing a milestone backdrop.
Sources and time
- Primary source
- JTB Corp.
- Other sources
- 0
- First source publication
- 24 Sept 2026, 08:00
- Page published
- 24 Sept 2026, 18:40
- Last updated
- 24 Sept 2026, 08:00
- Original links
- JTB Group Newsroom：JTBとマレーシア政府観光局、 観光促進に関する協力覚書（MOC）を締結｜ニュースルーム｜JTBグループサイト (opens in a new tab)Primary source · ja · Published 24 Sept 2026, 08:00