London, April 2026 - Tourism Malaysia London has re-appointed ATW Travel Marketing as its official PR agency for the UK market, following a competitive pitch process.
The renewed partnership comes at a key moment for Malaysia’s tourism growth strategy, with Visit Malaysia 2026 underway and continuing to gather momentum. ATW Travel Marketing will continue to support the destination’s UK communications programme, helping to strengthen awareness and engagement at a time when UK travellers are increasingly prioritising experience-led travel.
Current UK travel trends show strong demand for immersive, culturally rich and purpose-driven journeys – from culinary exploration and nature-based adventures to sustainable travel, meaningful local encounters, and authentic homestay experiences. Malaysia is particularly well positioned to meet this shift, offering a blend of rainforest and island biodiversity, dynamic cities, UNESCO heritage, and a globally celebrated food culture.
Through the Visit Malaysia 2026 (VM2026) campaign, Tourism Malaysia is promoting destinations across all states nationwide, taking a holistic and inclusive approach that positions Malaysia as a unified destination for experiential and immersive travel. Guided by the theme “Malaysia – A Culturally Rich and Sustainable Destination,” the campaign also focuses on diversifying tourism flows by encouraging visitors to explore both established highlights and emerging, lesser-visited destinations.
This includes a strong emphasis on nature and conservation-led tourism, with destinations such as the Langkawi UNESCO Global Geopark, Jerai Geopark in Kedah, the Kinabalu UNESCO Global Geopark in Sabah, the UNESCO-listed Gunung Mulu National Park in Sarawak, and Taman Negara National Park all positioned as key sustainable tourism highlights offering biodiversity-rich and nature-based experiences.
Malaysia’s heritage and cultural offerings remain central to the campaign, with UNESCO World Heritage Sites including George Town and Melaka continuing to play a pivotal role. The Lenggong Valley in Perak, one of Southeast Asia’s earliest known centres of civilisation, is also highlighted as part of Malaysia’s growing archaeotourism offering.
Cultural and heritage tourism is further strengthened through immersive experiences across the East Coast states of Kelantan, Terengganu, and Pahang – collectively known as the Cradle of Malay Culture – where visitors can engage with living traditions such as wau-making, batik canting, classical performances, and regional cuisine that reflect Malaysia’s authentic cultural identity.
“We are pleased to once again be collaborating with ATW Travel Marketing as Visit Malaysia 2026 continues to progress with strong momentum,” said Mr Sulaiman Suip, Director of Tourism Malaysia London. “Their deep understanding of the UK market and proven expertise in destination marketing make them an ideal partner. We look forward to continuing to showcase Malaysia’s extraordinary diversity – from our rainforests and highlands to our islands and vibrant cultural traditions – and welcoming more UK visitors to experience it first-hand.”
ATW Travel Marketing will develop and deliver a comprehensive UK PR strategy focused on increasing destination visibility, securing high-impact media coverage, and driving consideration of Malaysia as a leading long-haul destination for 2026 and beyond.
“We are delighted to continue our partnership with Tourism Malaysia at such an important time,” said Hannah Filer, Managing Director of ATW Travel Marketing. “UK travellers are increasingly seeking destinations that offer depth, authenticity and variety – and Malaysia delivers all of this in abundance. Our campaigns will spotlight experiential travel, from immersive cultural journeys and rainforest exploration to diving, gastronomy and community-led tourism, reinforcing Malaysia’s position as one of Asia’s most compelling and diverse destinations.”
Visit Malaysia 2026 continues to serve as a flagship national initiative to elevate Malaysia’s global tourism profile, showcasing its cultural richness, natural landscapes and wide-ranging visitor experiences to international audiences.
For more media information, please visit the Tourism Malaysia corporate site at https://www.tourism.gov.my
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About Tourism Malaysia:
Tourism Malaysia, officially known as the Malaysia Tourism Promotion Board, operates as an agency under the Ministry of Tourism, Arts & Culture Malaysia. Tasked with the comprehensive promotion of Malaysia as a prime tourism destination, Tourism Malaysia has established itself as a prominent entity within the global tourism landscape. Its efforts have borne fruit, with Malaysia attracting a significant influx of tourists, registering an impressive 26.1 million arrivals in 2019 alone. This places Malaysia firmly among the ranks of the world's leading tourism destinations. For more information visit: https://www.tourism.gov.my
Follow on Instagram: www.instagram.com/tourismmalaysia_uk
About ATW Travel Marketing:
ATW Travel Marketing is a leading PR and marketing consultancy dedicated to serving the global travel and hospitality industry. Specialising in delivering comprehensive PR and communications solutions, ATW Travel Marketing crafts meticulously tailored content that resonates with diverse audiences worldwide. Representing tourism boards, hospitality clients, and tourism products, our expertise ensures maximum impact across international platforms. With a focus on personalised strategies and a commitment to excellence, ATW Travel Marketing stands as a trusted partner in achieving unparalleled success within the travel and hospitality sectors. For more information visit: https://atw-travel-marketing.prowly.com
Follow on Instagram: www.instagram.com/atw_travel_marketing
Press Contact:
ATW Travel Marketing
Jess Hopton, PR Director
Email: jess@atwtravelmarketing.com
Tourism Malaysia Press Centre: https://atwtravelmarketing.prowly.com/releases/tourism-malaysia
Tourism Malaysia Images and Press Kit: https://atwtravelmarketing.prowly.com/presskits/tourism-malaysia