DUBAI, 29 April 2025 – Malaysia is set to captivate the Middle East with an exquisite showcase of its diverse culinary and cultural heritage through the Food and Cultural Promotion in the United Arab Emirates and the Kingdom of Saudi Arabia, held in conjunction with the launch of Visit Malaysia 2026 and the Malaysia Culture Week in the Middle East.

The event, officiated by Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia, on 29 April 2025 in Dubai, marks a significant milestone in Malaysia’s tourism promotional efforts. It aims to strengthen Malaysia’s appeal as a premier travel destination while spotlighting the country’s vibrant flavours, traditional arts, and rich heritage.

“The Middle East is a key market for Malaysia, and we are thrilled to bring a taste of our world-renowned hospitality, cuisine, and culture to the United Arab Emirates and the Kingdom of Saudi Arabia. Through this initiative, we aim to promote tourism and foster deeper cultural exchanges and partnerships,” said Dato Sri Tiong King Sing.

The culinary and cultural showcase will continue in the Kingdom of Saudi Arabia, starting with Jeddah on 4 May 2025, followed by Riyadh on 6 May 2025. As part of Malaysia Culture Week, guests will be treated to an immersive experience featuring authentic Malaysian cuisine prepared by renowned Malaysian chefs, alongside captivating cultural performances showcasing traditional dances and musical ensembles.

A cultural troupe from the National Department for Culture and Arts Malaysia (JKKN) will perform at each venue, enriching the program with the sights and sounds of Malaysia’s artistic diversity. The event will also serve as a networking platform for key players in the travel and hospitality industries, further strengthening bilateral tourism cooperation.

In 2025, Malaysia aims to welcome 45 million international visitors and generate RM270 billion in tourism receipts. The remarkable rise in visitors from the Gulf region in recent years fuels Tourism Malaysia’s enthusiasm to further cultivate this market.

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About Tourism Malaysia

Malaysia Tourism Promotion Board, also known as Tourism Malaysia, is an agency under the Ministry of Tourism, Arts & Culture Malaysia. It focuses on the specific task of promoting Malaysia as a preferred tourism destination. Since its inception, it has emerged as a major player in the international tourism scene. The next Visit Malaysia, set to take place in 2026, will commemorate the sustainability of the nation’s tourism industry, which is also in line with the United Nations Sustainable Development Goals (UNSDG). For more information, visit Tourism Malaysia’s social media accounts on Facebook, Instagram, Telegram, YouTube, and TikTok..

For enquiries, please contact:

Azrul Syafiq Zulkifli
Assistant Director
International Promotion Division (Asia & Africa)
azrulsyafiq@tourism.gov.my
Tel: +603 8891 8305

Norshariza bt Mohd Saad
Deputy Director
Corporate Communications Division
norshariza@tourism.gov.my
Tel: +603 8891 8755