SHOPLAH AIMS TO DRIVE TOURISM SPEND THROUGH AIRPORT RETAIL FOR VM 2026

SEPANG - As Visit Malaysia 2026 (VM2026) gains momentum, ShopLAH is strengthening airport retail as a key driver of visitor experience and tourism spending across Malaysia Airports’ international network.

Positioned as an always-on airport retail experience campaign, ShopLAH integrates shopping, dining and cultural storytelling into the passenger journey, reinforcing airports as active contributors to Malaysia’s tourism economy. The campaign supports national tourism objectives by encouraging higher passenger spend while showcasing Malaysian brands and identity at key gateways.

Managing Director of Malaysia Airports, Dato’ Mohd Izani Ghani, said ShopLAH reflects the airport operator’s role in shaping visitors’ first and last impressions of the country, “The campaign enhances the passenger travel experience while strengthening our commercial ecosystem through close collaboration with concessionaires, local brands and the creative community. By activating airport retail as part of the journey, we are reinforcing our airports as gateways that connect tourism, business and Malaysian identity, in line with our broader aim to position Malaysia as the most connected country in Asia Pacific.”

In 2025, Malaysia Airports recorded 104.5 million passenger movements across its local network, translating into strong retail performance. Total sales transactions numbered about 44 million, a 28.8% year on year increase.

This performance was supported by a continued focus on strengthening the presence of Malaysian brands to deliver a sense of Malaysia, such as Oriental Kopi, Kapten Batik, Serai, Jibby Chow and Little Malaysia. Food and beverage sales grew by 19% year on year, while the gifts and souvenirs category recorded 42% growth, emerging as the fastest-growing retail segment. This included chocolate and confectionery, where Malaysian brands now contribute 33% of the overall chocolate category.

Building on this momentum, Malaysia Airports will introduce the Tourist Privilege Card. Integrated into the MYAirports App, the digital card will offer instant discounts, shopping privileges and rewards across participating retail and food outlets, further enhancing value for international visitors during Visit Malaysia 2026.

As part of its experiential approach, ShopLAH is also offering limited edition foldable duty free bags as the campaign’s signature keepsake. Created in collaboration with Malaysian artists, Hsieying; Kideika; Daisy Dalia; and Afi Sulaiman, each design reflects elements of Malaysia’s culture, heritage, urban life and food through sustainable, reusable formats. Together with selected collaborations with global brands such as Lego, ShopLAH positions airports as places of discovery that create memorable experiences for travellers.