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Tourism: An International Interdisciplinary Journal, Vol. 73 No. 3, 2025.

Original scientific paper

https://doi.org/10.37741/t.73.3.6

Exploring Tourism Diplomacy: Strategies Implementation for Strengthening Global Relations in Malaysia

Farhad Nazir orcid id orcid.org/0000-0002-1148-3007 ; CEGOT, Faculty of Arts and Humanities, University of Coimbra, Coimbra, Portugal; Institute of Cultural Heritage, Tourism and Hospitality Management, University of Swat, Swat, Pakistan
Jeetesh Kumar orcid id orcid.org/0000-0001-9878-1228 ; Faculty of Social Sciences & Leisure Management, Centre for Research and Innovation in Tourism (CRiT), Sustainable Tourism Impact Lab, Taylor’s University, Malaysia *
Gopinath Sangaran orcid id orcid.org/0000-0002-1752-5909 ; School of Hospitality, Tourism and Events, Taylor’s University, Malaysia
Hassan Ali ; Faculty of Landscape Management and Nature Conservation, Eberswalde University for Sustainable Development, Eberswalde, Germany
Marco Valeri ; Faculty of Economics, Niccolò Cusano University, Italy; Faculty of Social Sciences and Leisure Management, School of Hospitality, Tourism and Events, Taylor’s University, Malaysia

* Corresponding author.

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Abstract

Tourism diplomacy is utilising tourism to intensify bilateral and multilateral ties between states. This
study corroborates the Malaysian strategy of benefitting from tourism diplomacy, enabling this Southeast
destination to compete among leading destinations in the region and worldwide. Embarking on the potential of tourism, the stakeholders of Malaysian tourism have envisioned tourism diplomacy as another
avenue to further develop tourism in the context of regional and international relations. While analysing
the secondary data, this study discusses Malaysia's approach to benefit from the eventualities of tourism
diplomacy. Secondary data was collected through Google searches using the terms "tourism diplomacy in
Malaysia" and "tourism diplomacy as a dynamic tool." The data was analysed using content analysis. The
findings provide insight into how tourism diplomacy has been utilised as a tool for promoting the tourism
potential of this country, on the one hand, and strengthening international relations on the other. The
study concludes with theoretical and practical implications.

Keywords

tourism diplomacy; cultural exchange; bilateral and multilateral connections; global relations; Malaysia

Hrčak ID:

333724

URI

https://hrcak.srce.hr/333724

Publication date:

15.7.2025.

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