Tourism Malaysia will embark on a continuous effort to showcase the country's unique blend of "Truly Asia" heritage to the Middle East and the world.

The promotional board under the Tourism, Arts and Culture Ministry (MOTAC) launched the #WeMissYou campaign, which was targeted at the Middle East region to invoke feelings of nostalgia among travellers on the magnificent attractions that Malaysia offered earlier during the pandemic.

Previously, Tourism Malaysia signed a Memorandum of Cooperation (MOC) with Dubai-based Emirates Airline during the Arabian Travel Market (ATM) 2022 as part of the recovery and development of traffic to Malaysia throughout the airline's network.

Through this strategic agreement, Tourism Malaysia will work with Emirates to explore mutually beneficial initiatives that will drive tourism into Malaysia, and offer Emirates more opportunities to serve the market, which include familiarisation trips, workshops, seminars, digital campaigns, in-flight marketing campaigns and other marketing programs.

The mission's goal at the ATM is to re-establish and strengthen the region's commitment to good tourist cooperation, future partnerships and better cooperation with the travel and tourism industry.

"We will continue to place strong emphasis and focus on the Middle Eastern market in terms of outbound tourism. Hence, we will step up our promotional efforts here," said Tourism, Arts and Culture Minister Datuk Seri Nancy Shukri.

"It is indeed a huge relief for the tourism industry as we welcome more international tourists, newcomers and regulars alike, to further boost our economy. Therefore, we hope for a strong rebound in our market as the border reopening will open doors for the tourism revival to bolster recovery.

"We are targeting to attract two million international tourist arrivals this year with more than RM8.6 billion (AED7.5 billion) in tourism receipts," she added.

Malaysia's participation at the recently concluded Expo 2020 Dubai thus provided a timely opportunity to share its multicultural identity and approach with the whole world.

To secure full recovery for tourism and other economic sectors, the Malaysian government recognises the need to strengthen international cooperation and multilateralism, as well as to promote Malaysia as part of the world's extensive family.

Malaysia's participation at Expo 2020 Dubai provided a timely opportunity to share its multicultural identity and approach with the entire world.

To secure full recovery for tourism and other economic sectors, the Malaysian government recognises the need to strengthen international cooperation and multilateralism, as well as to promote Malaysia as part of the world's big family.

During the Expo, MOTAC also hosted the Eco-Tourism Week to promote Malaysia as the next top of the mind eco-tourism destination in the world, in line with its National Tourism Policy 2020 – 2030 to highlight sustainable and responsible tourism.

The week-long programme was taken part by 16 Malaysian organisations and tour agencies, providing a chance for them to revive promotional efforts on the global stage.

Visitors could experience "Malaysia, Truly Asia" in the Malaysia Pavilion's Energising Harmony segment, which showcased daily performances and a display of the unique traditions, arts, and crafts of Malaysia's various ethnic groups.

They were also treated to a distinctive palette and a tapestry of Malaysian flavours at the Malaysia Café operated by Malaysia Pavilion's F&B partners, Nur Malaysia as well as Marrybrown and had the chance to sample popular and delectable Malaysian delicacies like nasi lemak, kuey teow, roti canai and many more.