By DayakDaily Team
KUCHING, July 26: Tourism Malaysia has welcomed 55 international media representatives, travel agents, key opinion leaders (KOLs) and marketing representatives from 13 Asia-Pacific markets under its Mega Fam Programme, an initiative aimed at generating greater international exposure and trade engagement for the Visit Malaysia 2026 (VM2026) campaign.
Held from July 23 to 27 in conjunction with Citrawarna 2026, the familiarisation programme brings together participants from countries including Indonesia, Thailand, Cambodia, Laos, the Philippines, Vietnam, Taiwan, China, Hong Kong, South Korea, Japan, India, Sri Lanka, Bangladesh and Australia. The delegates comprise 30 media representatives, 17 travel agents, five KOLs and three marketing representatives from Tourism Malaysia’s overseas offices.
In a statement, Tourism Malaysia deputy director-general (Promotion II) Lee Thai Hung described the programme as a strategic investment to raise Malaysia’s profile in key tourism markets.
“This Mega Fam is a strategic investment in the international visibility we need to hit our VM2026 numbers. When 55 media, trade and content partners from 13 markets experience the Colours of Malaysia here and carry that story home, it converts into exactly the kind of visit intent this campaign is built on.
“Programmes like this, combined with stops at some of our great destinations, are how we turn a single trip into coverage across our most important source markets,” he said.
The itinerary began at DSR Taiko Berhad, where delegates experienced what Tourism Malaysia described as the world’s first Musang King gelato and durian orchard attraction. Activities included an orchard tour, harvest demonstration, product traceability showcase and an engagement session with the company’s founder and management team.
To further promote Malaysia’s culinary heritage, the delegates were also taken to IRAMA Signature at IOI City Mall in Putrajaya, where they sampled traditional Malay cuisine presented with contemporary influences aimed at international visitors.
According to Tourism Malaysia, the dining experience highlights the preservation of Malay culinary traditions while making them more accessible to global travellers.
The programme also included attendance at the official launch of Citrawarna 2026 at Dataran Merdeka on July 25, followed by visits to Kuala Selangor as well as craft and gastronomy attractions around Kuala Lumpur, providing delegates with a broader introduction to Malaysia’s tourism offerings.
Tourism Malaysia expects the Mega Fam Programme to generate extensive print, digital and broadcast coverage across all 13 participating markets, strengthening Malaysia’s position as a destination for gastronomy, heritage and culture.
The agency believes the international exposure generated through the programme will help sustain momentum for the VM2026 campaign as it enters its final phase, while supporting tourism growth into 2027. — DayakDaily
