January-February . 2025

Industry experts discuss key opportunities , challenges , and strategies for strengthening Malaysia-Russia tourism collaboration

These are some key takeaways from the session :

. The need for direct flights between

Malaysia and Russia Currently , no airlines operate direct flights between Malaysia and Russia , with most routes requiring one or more stopovers . Despite this limitation , Malaysia ranks third among Asian countries , receiving the highest number of Russian tourists , which underscores significant untapped potential . In contrast , Thailand , which leads the rankings , benefits from direct flight connectivity . The lack of direct routes impacts travel budgets and time due to longer journeys and additional costs . However , this trend also highlights that budget constraints are not a significant concern for Russian tourists , as they predominantly opt for 3 to 4-star accommodations .

. Advancing Muslim-friendly tourism in Russia Russia has also observed an increase in the number of Malaysians visiting the country . Efforts are being directed towards raising awareness of the diverse experiences and attractions Russia has to offer to international tourists . Notably , Russia is focusing on developing Muslim-friendly tourism to better accommodate Muslim visitors , particularly from the Middle East and Southeast Asia .

A key step in this direction is the Memorandum of Understanding ( MoU ) between ITC and RusQuality ( Roskachestvo ), the

The panel discussion titled ‘ The Intensification of Tourist Flows between Russia and ASEAN Countries What Remains to be Done ?’.

national quality system of Russia established by the Government of the Russian Federation and accredited by the Federal Accreditation Service ( RusAccreditation ). RusQuality oversees the “ RusQuality-Halal ” certification , which includes provisions for Muslim-friendly tourism . The MoU aims to harmonise and align ITC ’ s Muslim-Friendly Tourism and Hospitality Assurance and Recognition ( MFAR ) with Russia ’ s standards , fostering a robust Muslim-friendly tourism ecosystem within the industry .

. Leveraging each country ’ s unique offerings Despite the absence of direct flights , Malaysia has witnessed a growing influx of Russian tourists , with significant potential for further growth through enhanced connectivity and charter services by 2025 . Malaysia ’ s eco-tourism , tropical rainforests , and cultural diversity appeal to Russian travellers , while Malaysians are keen to explore Russia ’ s winter offerings . Future plans include broadening Malaysia ’ s appeal beyond Langkawi to include business events , health tourism , and educational tours , leveraging Malaysia ’ s ASEAN Chairmanship in 2025 and Visit Malaysia Year 2026 for greater visibility .

. Fostering growth through business event leisure Promoting business events , such as conventions and exhibitions , between Russia and Malaysia is crucial for enhancing bilateral tourism and driving economic growth . Although both regions offer a wealth of diverse travel experiences , there are challenges that hinder smooth tourist exchanges , which must be addressed . With Malaysia assuming the ASEAN chairmanship next year , this presents a prime opportunity to deepen cooperation , mainly through the emerging trend of Business Event Leisure ( be . leisure ). This trend enables business travellers to seamlessly blend work and leisure , benefiting both the individual and the local economy .

. Overcoming barriers to visa , payment , and communication One of the key challenges in tourism between Malaysia and Russia , whether inbound or outbound , lies in the ease of payment , visa processes , and communication . While Malaysian travellers can obtain an e-visa for entry into Russia , Russian tourists to Malaysia can benefit from the convenience of a visa-onarrival system . This flexibility simplifies travel for both sides , though the overall visa process could still be streamlined further . Additionally , payment systems and communication remain challenges , as cross-border transactions can sometimes be complex , and language barriers still exist . Improving payment methods , enhancing visa accessibility , and fostering better communication would strengthen tourism ties between the two countries , making travel smoother and more attractive for visitors . – RnR