AirAsia MOVE links Malaysia’s secondary destinations to booking offers
Tourism Malaysia’s new campaign connects destination promotion with flights, hotels, packages, rides and attractions on MOVE.
AirAsia MOVE and Tourism Malaysia have launched a campaign that connects promotion of secondary Malaysian destinations with a platform where travellers can book parts of a trip. Oh Sem Malaysia! brings destination-led offers into flights, hotels, packages, airport rides and attractions, rather than relying on awareness advertising alone.
The 12 October announcement describes curated travel experiences and savings of up to 20% across those categories. For a hotel, attraction or travel seller included in a promotion, the useful mechanism is the route from seeing a destination to considering a bookable product. The offer categories place hotels, attractions and travel services alongside flight discovery in the same planning path.
How the platform fits the tourism campaign
Tourism Malaysia has used booking-platform partnerships elsewhere in its Visit Malaysia programme. In a separate Hello Penang campaign, the Malaysian Budget & Business Hotel Association (MyBHA) Penang Chapter coordinates member-hotel participation, while Trip.com provides marketing, promotion and online booking. That Penang example is not part of Oh Sem Malaysia!, but it shows the agency's broader approach of linking place marketing to transactions.
MOVE's new campaign applies that approach across multiple travel categories and aims to bring attention to places outside the usual hotspots. The partners mention cultural heritage, food, hospitality and eco-tourism as themes. Those themes broaden the types of local experiences the campaign seeks to surface alongside accommodation and transport.
The immediate commercial question for local tourism businesses is inclusion and placement within those offers: promotion matters most when a traveller can find a relevant hotel, ride, package or attraction while planning a trip. The campaign establishes a route to that booking journey; its value for specific businesses will depend on how participating local offers are presented and sold.
Sources: AirAsia MOVE and Tourism Malaysia, 12 October 2026; Tourism Malaysia's separate Hello Penang campaign, October 2026.
