In collaboration with Kerala Tourism, Malaysia Airlines launched a major initiative to explore the vast East Asian markets as part of the ‘Look East’ campaign.

The effort includes a specially curated familiarisation (FAM) trip for tour operators and social media influencers from eight countries, alongside a dedicated B2B meet to foster strategic tourism partnerships.

Inaugurating the B2B Meet and FAM Trip, Tourism Minister Shri P A Mohamed Riyas termed the initiative a strategic step that would increase the number of tourists to Kerala from China, Japan, Malaysia, Australia, Indonesia, New Zealand, Vietnam, and Laos.

“Through the collaboration with Malaysia Airlines, Kerala Tourism is taking a giant leap towards the strategic vision of expanding Kerala’s outreach globally,” the Minister said while addressing the gathering.Noting that the tie-up is a significant milestone, Shri Riyas said it opened “a new direction for Kerala Tourism to explore new markets.”

Thiruvananthapuram Corporation Mayor Smt Arya Rajendran, District Panchayat President Shri P Suresh Kumar, Kerala Tourism Secretary Shri Biju K, Mr Dersenish Aresandiran, Chief Commercial Officer of Airlines at Malaysia Aviation Group, and Kerala Tourism Director Smt Sikha Surendran, were also present.

“Now, we will enjoy increased connectivity to Malaysia, Indonesia, Taiwan, Singapore, Thailand, Japan, Vietnam, Australia, and New Zealand,” the Minister said. The Minister urged the industry leaders and stakeholders to seize the opportunity and welcome more tourists from this region.

Shri Riyas recalled that cutting across party lines, the members of the Kerala Legislative Assembly have unanimously congratulated Kerala Tourism on the initiative.

At this event, officials announced a strategic partnership between the Government of Kerala and Malaysia Airlines as part of the ‘Look East’ policy.

Tourism Secretary Shri Biju K said ‘the Look East’ initiative is not just a marketing drive for the benefit of one side; instead, it has been conceived as a win-win partnership. Tourism stakeholders, including airlines, the hospitality industry, tour operators, and service providers, are the key partners in this collaborative endeavour.

“This campaign is also vital in increasing awareness about Kerala’s diverse offerings in the Asian tourism market. We are launching the campaign by hosting a delegation comprising nearly 75 distinguished guests from eight countries, social media influencers, and 40 outbound tour operators from China, Japan, Malaysia, Australia, Indonesia, New Zealand, Vietnam and Laos,” he explained.

Shri Biju said the delegation will engage with various stakeholders, members of the local community, cultural practitioners, and artisans. The B2B Meet was also organised to foster collaborations within the tourism sector.

Mr Dersenish Aresandiran said, “Thiruvananthapuram is emerging as a strategic outbound hub. Malaysia Airlines is proud to be the first premium Southeast Asian airline to operate wide-body aircraft in the city. We aim to increase flight frequency to four or five weekly services, eventually moving to daily operations.”

“This is more than a route development—a long-term investment in Kerala’s tourism potential. We hope to connect Kerala with East Asia, Australia and beyond through this partnership, showcasing the best Malaysian hospitality and Kerala’s unique charm,” he said. He added that the airline has brought its top global trade partners to experience Kerala first-hand, further strengthening the potential for increased inbound tourism through Kuala Lumpur. Malaysia Airlines continues to enhance its service offerings, including seamless connectivity, state-of-the-art aircraft, diverse inflight dining, and complimentary Wi-Fi.

Smt Sikha Surendran made a detailed presentation on Kerala Tourism, highlighting its unique offerings to tourists. The ‘Look East’ campaign is part of Kerala Tourism’s initiative with Malaysia Airlines to look beyond Kerala’s traditional markets and tap the emerging tourism markets in East Asia.

Kerala Travel Mart Society Secretary Shri Swaminathan S and South Kerala Hoteliers Forum Secretary General Shri Prasad Manjali also presented at the event.Major stakeholders, including tour operators and hoteliers, also attended.

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