KUCHING: Tourism Malaysia has been considering setting up a representative office in Zurich to strengthen efforts to promote the country’s tourism, arts and culture in Switzerland.
Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing said the move would help raise Malaysia’s profile in the Swiss market, where awareness of the nation’s diverse offerings remains limited.
“Switzerland holds strong potential for us, but Malaysia is still a hidden gem to many here.
“In response, I emphasised our commitment to promote Malaysian cuisine and culture more vigorously, particularly through localised approaches that cater to Swiss preferences, bringing our culinary and cultural experiences closer to the people,” he said in a statement following a dialogue session with the Swiss-Asian Chamber of Commerce (SACC) during his visit to Switzerland.
Tiong noted that Swiss travellers are increasingly drawn to niche tourism segments such as health and wellness, golf, and yachting, alongside Malaysia’s natural attractions and cultural heritage.
SACC representatives highlighted Malaysia’s affordability and distinctive mix of arts and culture as key advantages, while recommending larger-scale promotions to boost visibility.
“This dialogue has laid a solid foundation for further cooperation. I am confident that with the support of the Swiss-Asian Chamber of Commerce, Malaysia will unlock new growth opportunities in the Swiss market,” Tiong added.
