Three of Malaysia Airlines’ most influential young Enrich frequent flyers, each with extensive connections in their home country, are set to spearhead growth in the number of Malaysians visiting South Australia thanks to a novel partnership between the airline, Tourism Australia and the South Australian Tourism Commission.
Enrich is focused on encouraging young professionals with high purchasing power to travel to Malaysia Airlines’ wide array of destinations, reaping the benefits of being a frequent flyer in the process.
Adelaide is a key port of call with Malaysia Airlines the preferred carrier for travel from Kuala Lumpur. Through this program Enrich will showcase the South Australian adventure and lifestyle beyond flying to its members and the airline’s broader passenger base.
One of Asia’s top 10 young entrepreneurs, Joel Neoh, the founder and Managing Director of Vantage Oilfield Solutions, Wong Cheng Perng, and General Manager of Manufacturing and Human Resources for one of the world’s biggest rubber glove makers, Hew Hein Hwei, will next week discover South Australia’s most compelling experiences over five days.
Despite the phenomenal air miles they have racked up, none of the globetrotters has been to Adelaide before. Their mission is to document their encounters on social media to inspire other Malaysians to make the journey. They will be filmed every step of the way so exciting destination videos can be promoted widely by Malaysia Airlines and its tourism partners.
Malaysia Airlines’ Head of Enrich Loyalty, Khairul Nisa Ismail, said the initiative is all about knowing what Enrich members, especially young professionals, want in terms of a rewarding experience via its flights and partners such as hotels, car rentals, retailers and more.
“We are working closely with Tourism Australia and the South Australian Tourism Commission to showcase the unique experiences and give aspiration that can be a reality for other Enrich members,” she said.
“At the same time it is about instigating social media conversations in Malaysia around South Australia’s fantastic accommodation, food and beverage and shopping options, captivating scenery and wildlife encounters to get travellers dreaming and booking.
“We have deliberately chosen Platinum and Gold Enrich members with a hunger for exploring new frontiers. More importantly these high flyers have huge networks in Kuala Lumpur and the rest of Malaysia that we can leverage to drive more visitors to South Australia for mutual benefit,” she said.
Tourism Australia’s Regional General Manager, South/Southeast Asia & The Gulf, Michael Newcombe, said “We are excited to be working with Enrich once again and look forward to hosting the trio of travellers in South Australia as they discover why there’s nothing like Australia. We hope these advocates will have a fantastic time on the trip and will share their adventure with their communities.
“The experiences have been curated and put together in partnership with the South Australian Tourism Commission to showcase the best that South Australia can offer to visitors – from the vibrant, cool capital of Adelaide to the breathtaking wine region of Barossa and the wildlife paradise of Kangaroo Island. We hope this partnership will continue to boost arrivals from Malaysia. As of year ending March 2016, we have seen more than 350,000 visitors from Malaysia, a growth of 8.3%,” he said.
The Malaysian market is a lucrative one for South Australia. Last year the state attracted some 14,000 visitors from Malaysia who stayed a total of 562,000 nights, or 38 nights per person. Collectively they spent $70 million in the local economy.