Legoland Malaysia and the Ministry of Tourism, Arts and Culture (MOTAC) are working together to promote Malaysia as a premier family tourism destination. Attracting Singaporean and other foreign tourists to support MOTAC’s tourism objectives.
The collaboration includes joint marketing activities, participation in travel trade fairs and the development of culturally themed events. Culturally themed events include vibrant celebrations of cultural festival seasons such as Chinese New Year and Hari Raya. Celebrations may take the form of authentic Lego blocks that cater to specific cultural interests.
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The partnership with MOTAC is in line with Malaysia’s national tourism goals. It not only strengthens the supply chain but also facilitates knowledge sharing among local businesses.
“Legoland Malaysia is more than just a theme park. We play a role in driving the growth of tourism in Johor and the rest of the world,” said CS Lim, sector director of Legoland Malaysia Resort.
“With our focus on unique cultural experiences and family-friendly entertainment, we are perfectly aligned with MOTAC’s vision and are a magnet for Singaporeans and other international travelers as well as domestic travelers. It has become.”
This initiative to attract Singaporean and international tourists is in addition to LEGLAND Malaysia’s previous efforts to attract Indonesian tourists.
In March last year, Legoland Malaysia Resort invested RM40 million in hopes of attracting more visitors. The investment went towards attraction enhancements, maintenance and cleaning.
Meanwhile, the resort’s marketing director Zeeshan Khan told A+M in 2021 that Legoland Malaysia aims to create a new brand experience for customers. The company has prioritized on-brand content, more engagement-focused campaigns, and regular communication with guests and consumers.
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