Tourism Malaysia strengthens Pakistan outreach at Pakistan Travel Mart 2026

ISLAMABAD, Apr 04 (APP):Tourism Malaysia has renewed its engagement with Pakistan’s travel industry by participating in the Pakistan Travel Mart 2026 (PTM 2026) after a five-year gap, signaling a strong commitment to enhancing bilateral tourism cooperation.

The three-day exhibition, currently underway at the Karachi Expo Centre, has brought together international tourism stakeholders, travel operators and industry experts to explore new opportunities and partnerships under the theme, “Shaping the Future of Travel: Innovation, Sustainability and Global Connectivity” said a release issued here on Saturday.

The Malaysia Pavilion was formally inaugurated on the opening day by Dato’ Mohammad Azhar Mazlan, High Commissioner of Malaysia to Pakistan, along with Herman Hardynata Ahmad. The ceremony was attended by senior officials of Tourism Malaysia, including Director Mohd Faharuddin Hatmin and Deputy Director Mohana Murni Shanmugam.

Officials said the participation reflects Tourism Malaysia’s strategic effort to reconnect with Pakistan’s travel trade and consumer market, in line with its Visit Malaysia 2026 campaign. They noted that Pakistan remains a key source market, supported by increasing tourist flows and improved connectivity between the two countries.

A delegation comprising eight Malaysian tourism organisations is representing the country at PTM 2026, engaging in structured business-to-business (B2B) meetings with Pakistani travel trade partners. These engagements are aimed at strengthening distribution networks, expanding market-ready tourism products, and encouraging collaborative promotional initiatives.

The Malaysia Pavilion is showcasing a diverse range of tourism segments, including leisure travel, Meetings, Incentives, Conferences and Exhibitions (MICE), and halal-friendly tourism. Visitors and trade partners are being introduced to curated travel packages designed to cater to the preferences of Pakistani travellers.

Industry representatives highlighted that enhanced air connectivity continues to play a vital role in boosting tourism flows, with multiple weekly flights linking major Pakistani cities, including Karachi, Lahore and Islamabad, to Kuala Lumpur.

In addition to trade networking, Tourism Malaysia is also undertaking media outreach and consumer engagement activities during the exhibition to further promote destination awareness and highlight sustainable tourism initiatives.

Officials emphasised that such efforts are crucial in positioning Malaysia as a preferred travel destination for Pakistani tourists, particularly in the context of evolving global travel trends and increasing demand for culturally aligned and halal-friendly experiences.

Following its participation in PTM 2026, Tourism Malaysia will organise a two-day roadshow in Islamabad on April 7–8, 2026. The roadshow is expected to further strengthen partnerships with local stakeholders and provide additional opportunities for collaboration between the two countries’ tourism sectors.

The renewed outreach underscores Malaysia’s long-term commitment to the Pakistani market and its intent to foster sustainable growth in bilateral tourism, officials added.