FIT Latin America: Linawati Ismail, Malaysia Tourism Board, presents Malaysia as a mirror of Asia
The executive highlighted the cultural diversity, hospitality and natural attractions of the Asian country during the tourism fair in Buenos Aires, also highlighting the growing importance of the Latin American market for Malaysia
Linawati Ismail has worked at the Malaysia Tourism Promotion Board since 2008. In January 2024, she took over as deputy director of Amécricas, based in Los Angeles. According to her, the US office covers not only the North American market, but also all of Latin America. "Our goal is to promote Malaysia as a destination and attract tourists from different regions," Ismail explained.
Proud to showcase cultural diversity
The executive highlighted what she considers the country's greatest asset: its people. "We are a warm people, who live in tolerance. We have Malays, Chinese, Indians, and indigenous communities living together. We respect each other, each group with its own religion and identity. This makes Malaysia a true cultural melting pot," Ismail stated.
For her, visitors find a synthesis of different Asian cultures in the country. "In Malaysia, you can experience Malay, Chinese, Indian, and even Indigenous cultures. You can taste all the flavors of these traditions and experience their artistic and architectural manifestations," she emphasized.
Nature as the protagonist
Beyond its human diversity, Malaysia boasts its unique geography. The country is divided between the Malay Peninsula and the island of Borneo, each offering distinct experiences. "We have perfect beaches for relaxing, snorkeling, or scuba diving, as well as adventures in lush natural areas. It's a complete destination for those seeking natural beauty, culture, and gastronomy," explained the executive.
She also revealed that the country's promotional mascot is now ready for the Visit Malaysia 2026 program, an initiative that should further increase international visibility.
Latin America as a strategic market
During FIT Latin America, Ismail emphasized the importance of the Latin American public for Malaysian tourism. "It's a potential market for Malaysia. Even though it's a long trip, we've seen a steady increase in visitors from the region," he said.
According to the executive, Malaysia is still underexplored by local travelers, but it holds a competitive advantage. "It's an underrated destination compared to its regional neighbors, but we offer an affordable yet luxurious experience for Argentines and other Latin Americans," she added.
Report and photo: Mary de Aquino.