Tourism Malaysia Appoints Marketing Representative in Oman: New Opportunities for Omani Investors and Entrepreneurs
Tourism Malaysia has officially appointed VFS Global as its Marketing Representative agency for Oman, Bahrain, and Kuwait. This strategic collaboration aims to bolster Malaysia’s tourism presence across the West Asia region, significantly enhancing the country’s visibility and engagement in these promising markets to boost tourist arrivals.
The Gulf Cooperation Council (GCC) countries are a crucial and expanding source market for Malaysia’s tourism industry. In 2023, Malaysia welcomed 175,196 visitors from West Asia. This number rose sharply in 2024 to 211,701 arrivals, marking a 20.8% increase compared to the previous year and demonstrating strong growth momentum. These markets are notable for ranking among the top five globally in tourist spending per capita and by having longer average lengths of stay, underscoring their importance to Malaysia’s tourism development strategy.
With “Visit Malaysia Year 2026” approaching, themed “Surreal Experiences,” the GCC markets are anticipated to play a pivotal role in contributing to visitor numbers and tourism revenue.
Speaking on the appointment, Mr. Mohd Faharuddin Hatmin, Director of Tourism Malaysia Dubai, emphasized the region’s significance: “The West Asia region is a vital market for Malaysia’s tourism growth. Through our partnership with VFS Global, we aim to enhance outreach and implement effective campaigns showcasing Malaysia’s diverse attractions. This cooperation will strengthen relationships with travelers and trade partners in Bahrain, Oman, and Kuwait.” He further highlighted efforts aligned with Visit Malaysia 2026, noting a focus on improving regional connectivity by establishing new airline partnerships, increasing direct flight options, and facilitating seamless travel experiences for GCC visitors—crucial steps to make Malaysia more accessible and attractive to these key markets.
Special Analysis by Omanet | Navigate Oman’s Market
The appointment of VFS Global as Tourism Malaysia’s marketing representative in Oman, Bahrain, and Kuwait signifies a strategic pivot towards capturing the rapidly growing West Asian tourist segment, which has shown a 20.8% growth in arrivals from 2023 to 2024. For Omani businesses, this presents opportunities in the travel, hospitality, and related service sectors to tap into outbound tourism markets with increased flights and connectivity. Smart investors and entrepreneurs should consider partnerships in travel facilitation, niche tourism services, and cross-border collaborations to leverage the expanding Gulf-to-Malaysia travel corridor ahead of the Visit Malaysia Year 2026 campaign.
