KUALA LUMPUR – Tourism, Arts and Culture Minister Tiong King Sing recently opened his remarks by praising the food served onboard Batik Air, saying he genuinely enjoyed the meal a light moment that underscored his broader point about service quality as the airline and Tourism Malaysia signed a Memorandum of Cooperation (MoC).
Speaking at the recent MoC signing ceremony, Tiong said airlines represent both the first and last touchpoint of a visitor’s journey, making service standards from onboard experience to reliability a critical factor in shaping perceptions of Malaysia as a destination.
He said the collaboration comes at an important juncture as Malaysia accelerates preparations for Visit Malaysia 2026, with air connectivity and joint promotions playing a decisive role in attracting travellers and sustaining tourism growth.
Tiong stressed that competitiveness in aviation today is no longer defined by price alone, but by professionalism, consistency and quality of service, all of which contribute to a positive travel experience.
He commended Batik Air for its willingness to expand routes to second-tier and emerging cities, describing the move as strategic at a time when many carriers remain cautious about venturing beyond major hubs.
Such connectivity, he said, is essential to unlocking new tourism markets and spreading visitor flows more evenly across destinations.
Drawing from Malaysia’s overseas promotional efforts, particularly in China, the minister said second- and third-tier cities offer vast untapped potential. He noted that travellers from these markets are increasingly high spenders, but improved access is necessary to convert interest into actual arrivals.
Tiong added that cooperation between Tourism Malaysia and Batik Air has already shown encouraging results and urged the airline to continue embracing new challenges, assuring continued support from the ministry.
He also highlighted Malaysia’s diverse tourism offerings from culture and heritage to emerging destinations saying expanded connectivity would allow travellers to experience the country beyond established hotspots.
Emphasising the role of the wider industry, Tiong said travel agents and tourism partners remain the crucial link between destinations and travellers, adding that strong partnerships across airlines, tourism bodies and the trade are key to keeping the ecosystem resilient and competitive.
“As MOTAC, we will continue to support partnerships that deliver tangible outcomes, strengthen industry capacity and enhance visitor experience,” he said.
The recently signed MoC marks a new phase of collaboration between Tourism Malaysia and Batik Air, with both parties committing to joint promotional efforts and improved connectivity to drive tourism growth in the lead-up to Visit Malaysia 2026. -MalayaDailyToday
