KUALA LUMPUR, 25 July 2026 – Malaysia Retail Chain Association (“MRCA“) and AirAsia MOVE (“MOVE“) today announced a landmark Retail Tourism Partnership in support of Visit Malaysia 2026.
This collaboration was commemorated during a signing ceremony between MRCA and MOVE, witnessed by YBhg. Datuk Manoharan Periasamy, Chairman of Tourism Malaysia during the annual Franchise Expo Malaysia in Kuala Lumpur Convention Centre.
This strategic alliance, launching in Q4 2026, is designed to cement Malaysia’s status as a premier retail destination. It connects MRCA’s members’ extensive retail network with millions of shoppers through MOVE’s digital travel ecosystem, driving consumer spending through exclusive promotions and incentives nationwide.
Retail incentives on travel platforms have traditionally been confined to the pre-trip planning stage. This partnership marks a shift; for the first time, MOVE users will be reached across every touchpoint of the journey, from digital pre-trip planning to in-destination browsing and direct redemptions at MRCA member retail stores nationwide during their trip, extending more value into the travel experience.
The partnership also addresses the rising travel behaviour of Shop & Stay. This traveller group selects accommodation based on proximity to shopping precincts, alongside known attractions. By pairing MOVE’s accommodation and travel offerings with MRCA’s retail network, the partnership strengthens the position of Malaysia as a premier shopping destination.
The outcome is a set of exclusive, tangible discounts designed to make Malaysia a compelling travel destination in its own right for domestic and international visitors alike.
With Visit Malaysia 2026 targeting 47 million international visitor arrivals, and with 17.5 million arrivals already recorded as of May 2026, the partnership is timed to capture a significant wave of inbound spending across MRCA’s network of 40,000 outlets and 600 member businesses, reinforcing Malaysia’s position as one of the region’s most compelling shopping destinations.
“At AirAsia MOVE, we are redefining what travellers should expect from an online travel platform. This partnership with MRCA allows us to continue delivering value after travellers arrive at their destination. The MOVE app becomes a travel companion, unlocking exclusive retail rewards and helping travellers discover more of Malaysia throughout their journey. Together, we are creating a more rewarding travel experience while supporting local retailers and the goals of Visit Malaysia 2026.”
- Nadia Omer, CEO of AirAsia MOVE
“Visit Malaysia 2026 is a call to action for every retailer in this country to raise their standards and deliver an experience that will make every visitor want to return. Through this partnership with AirAsia MOVE, MRCA members will have the platform, reach and visibility to do exactly that. We are proud to stand at the forefront of shaping Malaysia’s retail tourism future.“
— Dato Liew Bin, President, Malaysia Retail Chain Association (MRCA)