Jakarta. The Kuala Lumpur Tourism Association (KLTA), through its agency Hop On Media Sdn Bhd, signed a memorandum of understanding with Indonesian media company B-Universe on Thursday to strengthen tourism promotion for Kuala Lumpur in Indonesia.

The partnership covers joint promotions, content collaboration, and tourism-related events, including plans to hold the Kuala Lumpur Travel Trade Expo 2027 in several Indonesian cities.

KLTA President Dato' Syed Azhar Syed Nadzir said the partnership marked an initial step toward more actively promoting Kuala Lumpur’s latest tourism offerings to Indonesian travelers.

“This is a beginning for Kuala Lumpur to more seriously promote the latest tourism products in Kuala Lumpur to the people of Indonesia,” Syed Azhar said.

The partnership comes as the Indonesian market grows in importance for Malaysia’s tourism sector. Syed Azhar said the number of Indonesian tourist visits to Malaysia rose 8% to around 2.6 million through June 2026.

He said the increase presented an opportunity for Kuala Lumpur to step up its promotional efforts in Indonesia, particularly as several other tourism markets had declined amid global crises.

Malaysia is also a major source of visitors to Indonesia. According to the Central Statistics Agency (BPS), Indonesia recorded 296,227 visits by Malaysian passport holders in August 2026, the highest number among all source countries that month.

Syed Azhar said Kuala Lumpur had several advantages in attracting Indonesian tourists, including transport links between the Malaysian capital and Indonesian cities, as well as shared language, culinary traditions, and cultural ties.

“One of the taglines we want to promote is ‘Feel like home,’” he said.

He said the campaign would take a more targeted approach than previous promotional efforts, which tended to introduce Kuala Lumpur in more general terms.

Attractions to be promoted include Merdeka 118 and its surrounding area, TRX and TRX Tower, as well as new attractions around the Kuala Lumpur City Centre (KLCC).

KLTA will also promote other tourism segments, including medical, culinary, nature and adventure tourism in and around Kuala Lumpur.

Indonesians visit Kuala Lumpur for a range of purposes, Syed Azhar said, including family holidays, honeymoons, concerts, meetings, and conferences.

Syed Azhar said B-Universe was selected as a partner because of its extensive network and reach in Indonesia.

“We see B-Universe as a strong company with a large network and extensive reach in Indonesia,” he said.

He added that the media group's reach would be important in expanding Kuala Lumpur’s tourism promotion efforts in Indonesia.

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