Malaysia Well-Placed To Become Key Player In Global Edutourism Sector - NAPEI

KUALA LUMPUR, May 29 (Bernama) -- Malaysia is well-placed to become a key player in the global edutourism sector, leveraging its strengths in education, cultural diversity, and affordability to attract international students, said Datuk Lau Wai Cheng, president of the National Association of Private Educational Institutions (NAPEI).

In a statement, Lau said edutourism, the convergence of education and tourism, offers Malaysia a timely opportunity to diversify its visitor economy while highlighting the nation’s educational strengths.

"As demand for experiential travel grows globally, international students and families are increasingly seeking programmes that offer more than classroom instruction,” she said.

She noted that the country’s affordability, cultural diversity and English-speaking environment make it well-suited to capitalise on the growing shift towards edutourism, aligning with Visit Malaysia 2026 by providing learners with enriching experiences that blend education, culture and personal development.

Lau added that Malaysia has been able to take the lead in delivering immersive learning experiences that are relevant, inclusive and globally competitive, with strong partnerships, supportive policy frameworks and institutional readiness.

“We are not simply promoting programs through edutourism. We are helping to build mutual understanding, empower communities and shape a future where education extends beyond borders and leaves a lasting impact,” she said.

On NAPEI's role, Lau explained that for over three decades, the association has played a pivotal role in enhancing the private education ecosystem and its global presence. 

By engaging with its member institutions, the association has promoted high standards in academic delivery and supported initiatives that have expanded the global reach of Malaysian education, she said.

She noted that NAPEI members have offered short courses for students seeking to improve their English proficiency while immersing themselves in Malaysian culture, incorporating cultural and heritage experiences, collaborations with local schools, homestays with local families, sports tourism, eco- and nature-based activities, as well as modules aligned with Sustainable Development Goals.

"This format provides international learners, especially from neighbouring countries, with meaningful exposure to our society and values. The approach aligns with national efforts such as Edu+, an initiative with Tourism Malaysia to expand access to culturally anchored short-term learning experiences," she said. 

She highlighted that Malaysian institutions secured top 50 positions in key areas,  such as petroleum engineering, hospitality and leisure management, education, and data science in the 2025 QS World University Rankings by Subject.

“These achievements strengthen the country’s standing as a trusted education destination in the region,” she said.

Furthermore, she said Malaysia’s participation in Expo 2025 Osaka marks a significant step in showcasing the country’s edutourism potential to a global audience, with a particular focus on Japan.

“Rather than approaching the Expo as a platform for immediate recruitment, we saw it as a chance to initiate meaningful conversations with Japanese families, educators and institutional stakeholders.

“We created awareness of Malaysia’s ability to host short-term, immersive learning experiences, listened to our Japanese counterparts to better understand their expectations, and highlighted our strengths as a safe, accessible, and culturally rich education destination.

“We believe Japan will play a key role in the next chapter of Malaysia’s edutourism growth. We are ready to work together to create meaningful, student-centred experiences that reflect the values of both countries,” she said.

-- BERNAMA