Malaysia is seeking to attract more Bangladeshi travellers beyond Kuala Lumpur by promoting lesser-explored destinations alongside education, healthcare, business and Muslim-friendly tourism opportunities, as the Southeast Asian nation moves to strengthen its presence in Bangladesh's outbound travel market.

The initiative was highlighted at a networking and engagement session organised by Tourism Malaysia Dhaka in collaboration with Malaysia's Islamic Tourism Centre (ITC) at InterContinental Dhaka today.

The event brought together Bangladeshi tour operators, airline representatives and tourism industry stakeholders to explore opportunities for developing new travel packages and expanding tourism cooperation between the two countries.

Mohd Hafiz B Mohd Shah, senior tourism officer at Tourism Malaysia's International Promotion Division for Asia and Africa, encouraged Bangladeshi travellers to explore destinations beyond the Malaysian capital, particularly Malacca and Johor Bahru.

He said Malaysia offered diverse travel experiences ranging from cultural heritage and leisure attractions to educational opportunities, healthcare services and international business events.

Highlighting the country's growing tourism potential, Shah identified education tourism, medical travel, second-home programmes and Meetings, Incentives, Conferences and Exhibitions (MICE) as promising segments for Bangladeshi visitors.

He also emphasised Malaysia's extensive halal food options, Muslim-friendly facilities and family-oriented attractions, describing these as important advantages for travellers from Bangladesh.

Muslim-friendly tourism receives special attention

Malaysia's Islamic Tourism Centre Director General Mohammad Faisal Bin Abu Suaib Khan, who joined the programme virtually, highlighted the country's longstanding reputation as a preferred destination for Muslim travellers.

He said Malaysia had retained its position as the world's leading Muslim-friendly destination for 11 consecutive years in the Global Muslim Travel Index.

The recognition, he said, reflected Malaysia's efforts to provide convenient and welcoming travel experiences through halal dining, prayer facilities, family-friendly accommodation and culturally appropriate tourism services.

He noted that Malaysia welcomed approximately 42 million visitors last year, including 10 million Muslim travellers.

The ITC chief also highlighted the availability of Bangladeshi cuisine in Malaysia, saying visitors could enjoy familiar food alongside the country's diverse culinary offerings.

Tourism officials said Muslim-friendly tourism remained a promising area for strengthening Malaysia's appeal among Bangladeshi families, holidaymakers and business travellers.

Bangladesh market offers opportunities for recovery

During the session, Tourism Malaysia officials highlighted the potential for recovering visitor arrivals from Bangladesh through targeted promotional activities and closer engagement with local travel businesses.

According to figures presented at the programme, Malaysia recorded 130,026 visitor arrivals from Bangladesh during January-August 2026, representing a 36 percent decline compared with the corresponding period last year.

Despite the decline, Shah expressed optimism about the market's prospects, citing existing air connectivity and opportunities to develop new tourism products.

He said 43 direct flights currently connect Bangladesh and Malaysia, offering a combined 11,361 passenger seats.

Shah also said Bangladeshi private carrier Novoair was expected to introduce services to Malaysia in the second quarter of 2027, potentially providing additional travel options.

Tourism Malaysia believes stronger cooperation with Bangladeshi airlines, travel agencies and tour operators could help stimulate demand for leisure, medical, educational and business travel.

BTTF to showcase Malaysia's diverse attractions

The promotional initiative comes as Tourism Malaysia prepares to participate in the 14th Bangladesh Travel and Tourism Fair (BTTF) 2026, scheduled to take place at the Bangladesh-China Friendship Conference Centre in Dhaka from October 29 to 31.

The three-day event will provide a platform for promoting Malaysian destinations and tourism products under the Visit Malaysia 2026–2027 campaign.

Tourism Malaysia's pavilion will showcase cultural and heritage attractions, tropical beaches, nature and ecotourism, shopping, gastronomy, medical tourism and MICE opportunities.

The Islamic Tourism Centre will also participate in the Malaysian pavilion to promote Muslim-friendly tourism products and experiences.

Tourism Malaysia said its participation was intended to strengthen engagement with Bangladeshi travel operators and encourage the development of attractive travel packages for different categories of travellers.

“Tourism Malaysia's participation in BTTF 2026 is a strategic initiative to enhance Malaysia's visibility in the Bangladesh market while strengthening relationships with local tourism industry players,” the agency said in a media release.

The fair is expected to attract more than 220 exhibitors, participants from over 20 countries, approximately 60,000 general visitors, 2,500 trade visitors and more than 250 international and regional buyers.

Tourism Malaysia said the event would provide opportunities for both business-to-business and business-to-consumer engagement.

Tourism diversification to strengthen bilateral travel

Tourism Malaysia officials emphasised that promoting destinations beyond Kuala Lumpur could help diversify travel experiences for Bangladeshi visitors and encourage tour operators to introduce new itineraries.

Destinations such as Malacca, renowned for its cultural heritage, and Johor Bahru, known for its leisure and family attractions, offer alternatives for travellers seeking experiences beyond Malaysia's principal commercial centre.

The agency also sees opportunities to attract Bangladeshi students, medical travellers and corporate visitors through specialised tourism products.

Under the Visit Malaysia 2026–2027 campaign, Malaysia is seeking to highlight its cultural diversity, natural attractions, modern infrastructure and hospitality services while encouraging sustainable tourism development.

Tourism Malaysia expects closer cooperation with Bangladeshi travel businesses, supported by direct air connectivity and targeted promotional initiatives, to strengthen tourism exchanges between the two countries.

The agency said expanding awareness of Malaysia's destinations and specialised tourism offerings would be central to attracting more Bangladeshi visitors in the coming years.