Targeting Niche Segments
Tourism Malaysia (Singapore) is focusing on niche segments to attract Singaporean travellers. The office is participating in various travel fairs, collaborating with local travel agents to promote specialized travel packages, and working closely with airlines to promote new flight routes.
- A leading fertility centre in Malaysia, TMC Fertility, is participating in the fair to attract more Singaporeans to the facility.
- The centre is offering IVF and egg-freezing packages, as well as a new pre-implantation genetic testing service.
- The service helps identify embryos with the highest chance of successful implantation and detect genetic abnormalities.
Collaborating with Airlines
Tourism Malaysia (Singapore) is also collaborating with airlines to promote new flight routes. This is an effort to make it easier for Singaporean travellers to visit Malaysia.
- Flight routes from Singapore to Kuala Lumpur and Penang are being promoted through social media campaigns.
- Airline partners are offering exclusive discounts to customers who book flights to Malaysia through Tourism Malaysia (Singapore).
- The goal is to increase the number of flights and make travel to Malaysia more accessible.
Medical Tourism Promotion
Tourism Malaysia (Singapore) is collaborating with the Malaysia Healthcare Travel Council (MHTC) to promote medical tourism. Medical tourism is a key segment among Singaporean travellers, and the council is working with six MHTC member hospitals to offer a variety of health products and services.
| Health Products and Services | Examples |
|---|---|
| Fertility Services | IVF, egg-freezing packages, pre-implantation genetic testing. |
| Health Screenings | Fertility screenings, genetic testing, and other health checks. |
Event Highlights
The GO Malaysia Fair is taking place from April 18 to 20 at Marina Square’s Central Atrium. The event is an ideal platform to raise awareness of Malaysia’s wide-ranging tourism offerings ahead of Visit Malaysia 2026.
“GO Malaysia Fair aims to bring together the best of what Malaysia has to offer — from luxury resorts to adventurous ecotourism, from mouthwatering street food to high-end shopping experiences. Whether you are a seasoned traveller or looking to embark on your first journey, this fair has something for everyone,” said Malaysia High Commissioner to Singapore Datuk Dr Azfar Mohamad Mustafar.
Industry Perspective
Tourism Malaysia (Singapore) director Norliza Md Zain highlighted the importance of targeting niche segments to attract Singaporean travellers. “We are focusing on B2C initiatives by participating in tourism fairs that spotlight Malaysia. That’s our main goal because generally, we don’t need to promote Malaysia extensively to Singaporeans – instead, we target niche segments such as adventure tourism,” she said.
Adventure Tourism
Tourism Malaysia (Singapore) is targeting adventure tourism as a key niche segment. The office is collaborating with local travel agents to promote specialized travel packages, such as trekking and cycling tours.
- Local travel agents are offering packages that include adventure activities, cultural experiences, and luxury accommodations.
- The packages are designed to appeal to Singaporean travellers who are looking for a unique and exciting experience.
- The goal is to increase the number of Singaporean travellers visiting Malaysia for adventure tourism.
Statistics
Singapore ranked as Malaysia’s top source of visitor-generating markets, contributing 18.85 million visitor arrivals with RM27.9 billion in receipts last year.
