Scoot and Tourism Malaysia team up to fuel regional travel to Malaysia

Low-cost Singapore-based airline Scoot has inked a three-year memorandum of collaboration (MoC) with Tourism Malaysia to jointly position Malaysia as a top travel destination across regional markets, with a focus on boosting tourism in the lead-up to Visit Malaysia 2026 (VM2026).

The strategic partnership, which runs until August 2028, will see the low-cost subsidiary of Singapore Airlines and Malaysia’s tourism board roll out integrated marketing campaigns and co-branded initiatives. These efforts aim to drive awareness of Malaysia’s diverse cities and offerings, particularly in high-growth markets such as Australia, China, Indonesia and Singapore.

Don't miss: Tourism Malaysia unveils 'Echoes of harmony' campaign for VM2026

Marketing activities under the partnership will include targeted digital campaigns and familiarisation trips to encourage travel to Malaysia. The collaboration builds on Scoot’s current connectivity to the country, with the airline already operating flights to 11 Malaysian cities including Penang, Kuala Lumpur, Kuching and Langkawi. A new route to Kota Bharu will launch on 26 October 2025, bringing Scoot’s total to 115 weekly flights across 12 Malaysian cities.

Speaking at the MoC signing ceremony held at Scoot’s Singapore headquarters, Agatha Yap, director of marketing, communications and loyalty, Scoot, said: “We are excited to deepen our relationship with Tourism Malaysia through a three-year partnership. Malaysia has always been an important market for Scoot, and we hope that this collaboration will allow us to drive even more awareness and interest in the various Malaysian cities that Scoot serves.”

She added that regional travellers, including Singaporeans, can enjoy a 30-day visa-free stay in Malaysia, positioning it as an accessible getaway across Scoot’s extensive network.

Manoharan Periasamy, director general of Tourism Malaysia, described the partnership as timely as the country intensifies efforts to prepare for VM2026. “Leveraging Scoot’s extensive network will allow us to tap into high-potential regional markets and attract more international visitors to explore Malaysia’s unique offerings,” he said.

As of May 2025, Malaysia saw a 20.4% year-on-year increase in international arrivals, reaching 16.9 million visitors, with Singapore continuing to lead as the top source market with 8.3 million arrivals, followed by Indonesia, China, Thailand and India.

Most recently, the Malaysian tourism board unveiled its exclusive stargazing packages in Singapore, with the aim to position itself as a premier destination for eco-adventure tourism by highlighting its night skies, ideal for stargazing. The packages include a collection of over 30 ready-to-book experiences designed for astronomy enthusiasts. 

Meanwhile, Tourism Malaysia has also set an ambitious target of welcoming 43 million international visitors in 2025.

To achieve this, it has been on a partnership roll this year, inking collaborations with Agoda, for the launch of a series of digital campaigns across Agoda’s platforms to promote Malaysia’s diverse attractions, ranging from cultural heritage and cuisine to lush rainforests and modern cityscapes; as well as Xiaohongshu, to work together on digital campaigns, offline activations, analytics, and public opinion monitoring to better understand and engage with Chinese travellers.

Earlier in June, Tourism Malaysia also launched a sweeping new suite of promotional videos to build global momentum for VM2026, with a flagship film titled “Echoes of harmony: Malaysia’s heartbeat” at its centre. The campaign marked a bold effort to elevate Malaysia’s standing on the world tourism stage by inviting international audiences to not just see the country, but to feel its rhythm, soul, and cultural pulse.

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