MH partners with tourism boards down under

Capital of SOuth Australia - Adelaide city CBD at sunrise reflecting in still waters of torrens river

Malaysia Airlines has entered into a novel partnership with Tourism Australia and the South Australian Tourism Commission where three of the airline’s most influential young Enrich frequent flyers, each with extensive connections in their home country, will drive growth in the number of Malaysians visiting South Australia.

Enrich is focused on encouraging young professionals with high purchasing power to travel to Malaysia Airlines’ wide array of destinations, reaping the benefits of being a frequent flyer in the process.

A key port of call with Malaysia Airlines, Adelaide and South Australia will be showcased through the Enrich program and the airline’s broader passenger base.

One of Asia’s top 10 young entrepreneurs, Joel Neoh, the founder and Managing Director of Vantage Oilfield Solutions, Wong Cheng Perng, and General Manager of Manufacturing and Human Resources for one of the world’s biggest rubber glove makers, Hew Hein Hwei, will next week discover South Australia’s most compelling experiences over five days.

Despite the phenomenal air miles they have racked up, none of the globetrotters has been to Adelaide before. Their mission is to document their encounters on social media to inspire other Malaysians to make the journey. They will be filmed every step of the way so exciting destination videos can be promoted widely by Malaysia Airlines and its tourism partners.

Malaysia Airlines’ Head of Enrich Loyalty, Khairul Nisa Ismail, said the initiative is all about knowing what Enrich members, especially young professionals, want in terms of a rewarding experience via its flights and partners such as hotels, car rentals, retailers and more.

“We are working closely with Tourism Australia and the South Australian Tourism Commission to showcase the unique experiences and give aspiration that can be a reality for other Enrich members,” Ismail said.

Tourism Australia’s regional general manager, South/Southeast Asia & The Gulf, Michael Newcombe, said “We are excited to be working with Enrich once again and look forward to hosting the trio of travellers in South Australia as they discover why there’s nothing like Australia. We hope these advocates will have a fantastic time on the trip and will share their adventure with their communities.”

“We hope this partnership will continue to boost arrivals from Malaysia. As of year ending March 2016, we have seen more than 350,000 visitors from Malaysia, a growth of 8.3 percent,” Newcombe said.

The Malaysian market is a lucrative one for South Australia. Last year the state attracted some 14,000 visitors from Malaysia who stayed a total of 562,000 nights, or 38 nights per person. Collectively they spent $70 million in the local economy.

iStock_South Australia

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