Asia's most loved country seeks to attract more high-spending tourists from Saudi Arabia

By Hoang Vu May 15, 2025 | 03:58 pm PT

Tourists gather in front of a giant eagle sculpture at Eagle Square on Langkawi Island, Malaysia, 2018. Photo by Reuters

Malaysia, named Asia's most loved country, is stepping up efforts to draw more tourists from Saudi Arabia, its top high-spending source market.

Tourism, Arts and Culture Minister Tiong King Sing said the ministry is in talks with Malaysia Airlines, AirAsia, and Batik Air to increase direct flight connections to Saudi Arabia, according to Dayak Daily.

A shortage of direct flights has been one of the main obstacles to boosting arrivals from the Middle Eastern nation.

Saudia is the only airline offering regular commercial services to Malaysia, while Malaysia Airlines primarily serves Hajj and Umrah pilgrims.

Malaysia, named Asia's most loved country in 2024 by American finance website Insider Monkey, welcomed 38 million visitors in 2024, representing a 31.1% increase from the previous year and an 8.3% rise compared to pre-pandemic levels in 2019.

Saudi tourist arrivals reached 68,382 last year, up 23.7% year-on-year, the ministry reported.