LEGOLAND and MOTAC combine forces to attract Singaporean tourists

LEGOLAND Malaysia and the Ministry of Tourism, Arts and Culture (MOTAC) are collaborating to promote Malaysia as a premier family tourism destination and attract Singaporeans and other international visitors to support MOTAC’s tourism targets.

The collaboration includes joint marketing efforts, participation in travel trade shows and the development of culturally themed events.Culturally themed events include vibrant celebrations of cultural festive seasons such as Lunar New Year and Hari Raya. The celebrations may come in the form of authentically crafted LEGO bricks that cater to specific cultural interests. 

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The partnership with MOTAC aligns with Malaysia’s national tourism goals. It also strengthens the supply chain, as well foster knowledge sharing for local businesses.

"LEGOLAND Malaysia is more than just a theme park; we're a catalyst for tourism growth in Johor and beyond," said CS Lim, divisional director of LEGOLAND Malaysia Resort.

"Our focus on unique cultural experiences and family-friendly entertainment aligns perfectly with MOTAC's vision, making us a magnet for Singaporeans and other international travellers, as well as domestic travellers alike."

This initiative to attract Singaporean and international visitors adds on to LEGLAND Malaysia's previous efforts to lure Indonesian tourists. 

In March last year, the LEGOLAND Malaysia Resort invested RM40 million in hopes to lure more visitors. The investments went towards attraction enhancement, maintenance and cleaning. 

Meanwhile, the resort's head of marketing, Zeeshan Khan told A+M in 2021 that LEGOLAND Malaysia aims to create alternative brand experiences for its customers. The company has prioritised on-brand content, more engagement-driven campaigns and regular communication with guests and consumers.

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