KUCHING: Malaysia is set to strengthen cultural and high-value tourism promotions in Switzerland, with greater focus on flagship events such as the Rainforest World Music Festival (RWMF), said Tourism, Arts and Culture (MOTAC) Minister, Datuk Seri Tiong King Sing.
Tiong said this after meeting Andreas (Andy) Kuhn, Managing Director of Asien Direkt GmbH, during his working visit to Zurich recently.
The Swiss premium travel agency specialises in Asian destinations with a strong emphasis on cultural experiences, nature exploration, and customised long-haul products.
“Andy shared that he is very familiar with the Malaysian market and stressed that Malaysia has strong potential to attract visitors, as traveller satisfaction is usually very high.
“He especially suggested giving greater emphasis to promoting the Rainforest World Music Festival and Merdeka 118 in Kuala Lumpur, so that tourists discover Malaysian landmarks beyond the iconic PETRONAS Twin Towers.
“I agree with many of his suggestions and assured him that Malaysia is ready to provide the necessary support. The company is keen to strengthen collaboration and promotion to fill existing gaps and drive the growth of sustainable, cultural, and high-value tourism,” he said in a statement.
He added that Malaysia is ready to provide the necessary support to strengthen cooperation with Swiss partners ahead of Visit Malaysia 2026, which is expected to further enhance bilateral tourism exchange.
Tiong also extended his appreciation to Asien Direkt GmbH for its long-standing support, and invited the company to submit concrete proposals to expand collaboration in the Swiss market.
