The connection between Malaysia and Australia is a flourishing tapestry of cultural exchange, natural wonders, and unforgettable experiences. As these two nations continue to strengthen their ties, the tourism sector plays a key role in promoting mutual discovery.
FirstClasse had the privilege of speaking with Karen Saw, the Country Manager for Australia Tourism in Malaysia, to discuss the various possibilities and promising future of tourism between Malaysia and Australia. Through her knowledge, Karen Saw provides a new perspective on the journey towards sustainable growth between the two nations.
What would you say are the key attractions and experiences in Australia that are popular among Malaysian tourists?
According to our research, half of Malaysians identify Sydney and its landmarks like the Sydney Opera House as desirable Australian destinations. Other popular destinations include Melbourne, Perth, and Gold Coast, particularly for its theme parks and adventure activities. Malaysians show an appetite for soft adventure experiences, ranking highest globally for their interest in rail journeys, aerial journeys, and hot air ballooning. What Australia does best is that we bring out people’s appetite for adventure, and our stunning landscapes make it hard to resist an adventure or two.
Are there any specific opportunities in the Malaysian market that Tourism Australia is currently focusing on?
Australia appeals to Malaysians due to its range of accommodation options, accessibility, weather, and safety. We are also highly associated with world-class beaches and unique local wildlife. At the same time, we want to continue promoting the accessibility of Australian destinations, through proactive and focused outreach on social channels, and popular media like the recent Projek Bapak Bapak series on ASTRO, which saw the show hosts experience adventures in Sydney that are suitable for multi-generation travellers. Through these initiatives, we can demonstrate the welcoming nature of Australia for travellers of all ages.
What would you say are the challenges?
We know that purposeful and sustainable travel is important to Malaysians, and so is value for money. This opens up a window for us to highlight the numerous, diverse sustainable tourism experiences Australia has, which are also cost-effective and unforgettable.
As a Muslim, I have to ask, are there specific destinations or regions in Australia that are known for offering a wide range of Halal food options for Muslim travellers?
Australia is becoming increasingly accessible for Halal food options, and Muslim travellers will find the most options in cities such as Melbourne, Brisbane, and Sydney where there are sizable Muslim communities. Increasingly, you will find even more options now in more cities. Islam is the second-largest religion in Australia, so visitors will find that many of the major supermarkets offer Halal-certified products.
And what advice or tips would you give to Muslim travellers who are planning a trip to Australia?
We recommend booking your trip to Australia through our official Aussie Specialists. These agencies are the best equipped to help travellers curate the best Muslim-friendly experiences to make the most of your time Down Under. For FIT travellers, Tourism Australia’s website has a repository of Muslim-friendly Australian holiday ideas that is always refreshed for travellers to check out.
What is your vision to further promote Australia’s unique heritage and attract investment opportunities in Malaysia?
In 2024, we hope to continue to extend our warm welcome to travellers from around the world to Come and Say G’day, and have stepped up our efforts in the Malaysia market to invite more travellers to rediscover Australia. We have upcoming partnerships with AirAsia, Malaysia Airlines to promote the increasing number of routes to Australia, promote special fares and inspire more air travel. We are also working with popular booking platforms like Trip.com, which has high penetration among Malaysia’s consumers, to spread the message that Australia is welcoming Malaysians and continue working with partners with strong connections to Malaysian consumers: Apple, CIT, Sedunia and Forever.
What’s one thing that always excites you about Australia?
There are simply too many experiences in Australia to list! Some memorable ones include watching the dusk and dawn at the ever magical Uluru, and indulging in some seriously good food under its canopy of stars. Self-drive itineraries have also been a refreshing way for me to see Australia from a brand-new perspective. And of course, Australia’s renowned fresh produce, seafood, and gourmet delicacies, as well as its coffee culture have been a gem to my palette.
