AirAsia MOVE, Tourism Malaysia Launch Oh Sem Campaign
If your next getaway has been stuck between the same few destinations, there is now a nudge to look closer to home. Tourism Malaysia and AirAsia MOVE have launched a joint campaign called Oh Sem Malaysia!, built around getting Malaysians to explore the country's smaller cities and lesser-known spots, with travel deals attached to make the booking easier.
The campaign expands a public-private partnership between Tourism Malaysia and the AirAsia MOVE travel app, and runs in step with the national Visit Malaysia 2026 to 2027 drive. The idea is to pair destination promotion with curated experiences and discounts, then steer travellers beyond the usual hotspots toward cultural heritage, food, eco-tourism and local stays.
What travellers actually get
During the campaign period, AirAsia MOVE users will see savings across flights, hotels, SNAP! flight and hotel packages, airport rides and attractions. The app sells flights from more than 700 airlines and over a million hotels, so the discounts can stack within a single trip rather than sending you across several booking sites.
That one-app approach is the same reason AirAsia MOVE's own sales tend to reward bigger bookings. Its recent 9.9 Mega Sale put the largest savings on flight-and-hotel bundles, and the platform has been widening its network through tie-ups such as its China Eastern and Shanghai Airlines partnership.
Why the focus is on travelling at home
The timing is deliberate. Malaysia recorded 151.6 million visitors in the first half of 2026, up 5.6 per cent from 143.5 million over the same period in 2025. In 2025, tourism contributed RM323.0 billion in gross value added, or 15.9 per cent of the country's GDP. Domestic travel is a large part of keeping that momentum going, and it sends spending directly to local businesses and smaller communities.
"Domestic tourism continues to play an important role in supporting local tourism businesses and communities," said Datuk Manoharan Periasamy, Chairman of Tourism Malaysia. The campaign leans on that idea, using destination-led promotions to spread visitors beyond the places that already draw crowds.
How to make use of it
If a year-end trip within Malaysia is on your list, the practical move is to watch the AirAsia MOVE app for the Oh Sem Malaysia! deals and compare the flight, hotel and package options before booking. Bundling a flight and a stay is usually where the bigger savings sit, and the point of the campaign is to make a trip somewhere new feel worth the effort.
