Russian tour operator specialising in high-end travel eyes S’wak, Sabah’s eco-tourism offerings

Tiong (third right) druing a recent meeting with representatives from PAC Group in Russia.

By DayakDaily Team

KUCHING, Oct 2: Russia’s high-end travellers are showing growing interest in Malaysia, with Sabah and Sarawak’s eco-tourism and adventure offerings identified as potential draws alongside luxury resorts, cruises, meetings, incentives, conventions, and exhibitions (MICE), and golf.

Minister for Tourism, Arts, and Culture Dato Seri Tiong King Sing said this followed his meetings with representatives from Russian travel companies ITM Group and PAC Group during his recent visit to Russia, where they discussed opportunities to expand Malaysia’s high-end and luxury tourism market.

According to Tiong in a Facebook post, ITM Group, which specialises in high-end and tailor-made travel, said interest among Russian high-end travellers in Langkawi continues to grow.

The group also viewed Malaysia’s international hotel brands, quality services, and relatively comfortable tourism environment as favourable conditions for further developing the luxury tourism market.

Beyond Langkawi, Tiong said the group saw potential in Sabah and Sarawak’s eco-tourism and adventure offerings, as well as emerging tourism segments including music events, educational camps for children, and sustainable tourism.

Meanwhile, PAC Group identified Malaysia as one of its key destinations for travel promotion and plans to include the country in selected cruise itineraries from 2027 through MSC Cruises and Explora Journeys.

Tiong said the move would let travellers combine cruise holidays with resort stays, while discussions also covered opportunities to further develop Malaysia’s MICE and golf markets for high-spending Russian travellers.

However, he said limited direct flight options from Russia to Malaysia remained an issue that needed to be addressed to attract more high-end travellers.

“Only through better air connectivity and joint promotional efforts can we provide Russian travellers with more convenient options to visit Malaysia,” he said.

Tiong said demand in the Russian tourism market was becoming increasingly segmented, meaning Malaysia could no longer rely solely on traditional ‘city and island’ tourism packages.

Instead, he said Malaysia should combine its strengths in high-end resorts, Borneo’s eco-tourism, cruises, MICE, golf, music events and educational programmes for children to offer more choices to different segments of Russian travellers. — DayakDaily