Malaysia To Tap Into Middle East Market With 'Brunei +' Tourism Model - Tiong

PUTRAJAYA, May 31 (Bernama) -- Malaysia is poised to strengthen its tourism connections with Middle Eastern countries by adopting a successful model pioneered by Royal Brunei Airlines, says Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing.

He said Royal Brunei Airlines' well-established "Brunei + Kuala Lumpur or Kota Kinabalu" model, which offers travellers a complimentary overnight stay in Brunei before continuing to destinations like Kuala Lumpur or Kota Kinabalu, has received encouraging market response and was recently extended to include Kuching.

“After seeing the success of this initiative, we plan to replicate it for the Middle Eastern and Indian markets, in partnership with Royal Brunei Airlines, to attract more international visitors,” he said in a statement.

Tiong said that during the 2025 Arabian Travel Market, he and Tourism Malaysia director-general Datuk Manoharan Periasamy held discussions with Royal Brunei Airlines’ UAE regional manager, Jalal Sanour Rahman, which resulted in an initial agreement to adapt the “Brunei +” model for the UAE market.

The package will target the 4.5 million Indian expatriates living in the UAE and offer a seven-day, six-night tour covering Brunei and Malaysia, with Tourism Malaysia sponsoring a free one-night stay in Kota Kinabalu or Kuching.

“Our goal is to attract at least one million Indian expatriates from the UAE to visit both countries. I aim to finalise this package by the end of the year in support of our vision to welcome 45 million international tourists for Visit Malaysia 2026,” the minister shared.

To support promotional efforts, Tiong revealed that Tourism Malaysia will offer 30 familiarisation trip slots to Royal Brunei Airlines, allowing their representatives to explore new attractions across various Malaysian states.

The familiarisation trip is tentatively scheduled for September or October, with the itinerary expected to be finalised by the end of August.

Tiong also proposed that Royal Brunei Airlines consider opening more connecting routes, such as direct flights from Dubai to Brunei with connections to destinations in Peninsular Malaysia like Melaka, Johor, Pahang and Perak.

He said such routes could be implemented through codeshare agreements or chartered flights, helping to position Malaysia and Brunei as key gateways for regional travel.

“This strategy, where visitors enter via Brunei and depart from Malaysia, also aligns with efforts to grow the Muslim-friendly tourism segment between both countries,” he said, adding that the ministry will work closely with the Transport Ministry to expedite any necessary approvals for new routes.

-- BERNAMA