BERLIN, Germany — Tourism Kelantan has secured a RM2.3 million tourism contract with Japan-based Topview Holiday Japan Co. Ltd at the Internationale Tourismus-Börse Berlin (ITB) 2026, marking a strategic push to position Kelantan as a leading nature-based destination in Southeast Asia.
The agreement, represented by Inspire Travel Malaysia Sdn Bhd, is expected to bring 2,300 Japanese tourists to Kelantan throughout the year.
Topview Holiday Japan, a company with over 32 years of experience in managing Japanese outbound tourism across Asia and other international markets, will organise direct tour groups to the east coast state beginning April.
Focus on Dabong and Jeli ecotourism
Tourism Kelantan director Mohd Azwan Ab Rahman said the state will prioritise ecotourism promotion in Dabong and Jeli, areas known for their rich biodiversity but still relatively undiscovered by international visitors.
Among the key attractions highlighted are unspoiled natural landscapes, rare flora and fauna, and the iconic Gunung Stong Waterfall in Dabong, which has strong appeal among nature-focused travellers seeking authentic, non-commercialised experiences.
The partnership is expected to attract not only Japanese tourists but also travellers from Europe who are increasingly looking for eco-centric destinations.
Malaysia seen as alternative destination
Kelantan State Committee for Tourism, Culture, Arts and Heritage chairman Datuk Kamarudin Md Nor said global travel patterns are shifting due to ongoing instability in the Middle East.
He said travellers from Europe, Japan, Australia and New Zealand are viewing Malaysia as a key alternative destination, particularly as some seek to avoid flight routes involving the Middle East for the time being.
“This presents a timely opportunity for Kelantan to strengthen its position in the nature tourism segment,” he said.
First arrivals expected in April
Topview Holiday Japan chief executive officer Bill Cheng confirmed that the first group of Japanese tourists is expected to arrive in Kelantan by the end of April 2026.
He added that the recent expansion of facilities at Sultan Ismail Petra Airport has enhanced the state’s readiness to receive international arrivals directly.
The RM2.3 million contract secured for 2026 reflects growing confidence in Kelantan’s potential as a sustainable and experience-driven tourism destination.