Egypt is the largest source of tourists from the Middle East to Malaysia, says Tourism Malaysia chief
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Kuala Lumpur - Amr Yehia
Speaking on the sidelines of MIHAS 2026, the world's largest halal trade show, which this year gathered 1,700 companies and 2,000 booths, from the Malaysia International Trade and Exhibition Centre MITEC, the Chairman of Tourism Malaysia Datuk Manoharan Periasamy unveiled his board's strategy to turn Egyptian and Middle Eastern visitors into long-stay, high-value tourists. said Malaysia's competitive advantage is no longer just its iconic Twin Towers, but its position as a safe, halal-friendly melting pot of Malay, Chinese and Indian cultures, offering gastronomic and nature-based experiences.
With Egypt now ranking as the top Middle East source market for Malaysia, the Chairman confirmed that establishing a direct Kuala Lumpur-Cairo link is a priority, backed by government incentives and an open skies policy.
What core attractions and niche sectors define Malaysia's competitive edge, and what initiatives are targeting Middle Eastern travellers?
Datuk Manoharan Periasamy: As you can see, 1,700 companies are participating in this halal exhibition, which shows the scale of our ecosystem.
On connectivity, we don't have any issues with the Middle East. From Dubai we have three flights a day with Emirates. Similarly Qatar Airways from Doha, Air Arabia from Sharjah, and Oman Air. And by the end of September, we will have Gulf Air connecting Bahrain to Malaysia.
So direct connectivity from Egypt to Kuala Lumpur is not there currently, but we have hundreds of flights connecting from various parts of the Middle East.
For us, the Middle East is very important because it is a very quality segment. The length of stay is longer than any other leisure segment — 10 to 12 days on average.
They choose Malaysia because it is a Muslim country. They feel at ease. The halal factor is always a plus point. They don't have to worry about eating out in hotels or restaurants. MIHAS shows that strength.
We are positioning Malaysia not only as a leisure destination but as a gastronomic destination. We have Malay, Chinese and Indian civilizations — the whole of Malaysia is a melting pot. Yes, we have restaurants specializing in Middle Eastern food, but we want to expose them to Malaysian food.
What we are highlighting during Visit Malaysia Campaign 2026, which we are extending to 2027, is experiential holidays. It is not enough with sightseeing. Maybe they came with their grandparents to see the Twin Towers. What we want for 2026 and 2027 is experience — let them indulge and experience the way of life in Malaysia.
Besides gastronomy, we are highlighting our homestay program, and beyond Kuala Lumpur, we are pushing Sabah and Sarawak for adventure, nature and diving.
How can Egypt and Malaysia build on strong diplomatic ties to launch joint tourism initiatives and a direct flight link?
Datuk Manoharan Periasamy: We have an open skies policy and we encourage new connections. We have very good relations with the Egyptian government and a cultural exchange program between both governments.
Direct links from Egypt are always welcome. We always encourage foreign airlines to have direct accessibility. Egypt used to fly to Malaysia via Mumbai about eight years ago, but it stopped perhaps due to economic reasons.
If you look at the number of tourists from the Middle East, Egypt is always the highest number coming to Malaysia. This is a plus point to encourage either Malaysia Airlines or EgyptAir to have direct links. Our airport authorities are always welcoming.
Given both countries are hubs for cost-effective healthcare, what framework can be built for medical tourism?
Datuk Manoharan Periasamy: Egypt is very advanced in medical tourism. We have MHTC — Malaysia Healthcare Travel Council under the Ministry of Health. We want to promote our technologies and facilities and vice versa. I believe many Malaysians are also doing medical studies in Egypt. It is always collaborative — sending students and getting patients from Egypt for advanced treatment.
How can MIHAS 2026 set global standards for halal tourism?
Datuk Manoharan Periasamy:MIHAS is in its 22nd year and participants are growing every year. Malaysia wants to position itself as a leading Muslim country for the halal platform. This year we have more than 2,000 booths and 1,700 companies.
Today not only Muslim nations are looking at halal food, more people are concerned about health and quality foods. It has become a good platform to exchange ideas. Companies can use Malaysia as a gateway to ASEAN — Indonesia, Philippines, Thailand — for halal products and halal certification, and tourism as well.
What are the logistical challenges for two-way tourism?
Datuk Manoharan Periasamy:Direct connectivity always helps. All those countries with direct connectivity have higher numbers of travellers on both sides.
We are looking to establish more direct connectivity with Egypt. Airlines need to do feasibility studies — airlines cannot have one-way traffic. From a government perspective, we always facilitate and support. From the airport authority we have a lot of incentives, and from the ministry as well.
How can cultural ties be leveraged for cultural diplomacy?
Datuk Manoharan Periasamy: We always welcome cultural initiatives from the Egyptian embassy or Ministry of Foreign Affairs. We have an office in Saudi Arabia in charge of the Middle East and North Africa. Right now we work with a Representative Marketing Office to enhance our presence in Egypt. Once we see the number is encouraging, definitely we will have our own office in Egypt.
In the coming months we have a lot of food and cultural programs planned, and we want to bring more agents and media from Egypt to explore Malaysia. And vice versa, Egypt is an excellent destination and a gateway to other parts of the Middle East.
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