"Only in Madrid" global campaign aims to capture Malaysian tourists

Madrid Turismo by IFEMA Madrid has launched its global creative campaign "Only in Madrid" in Malaysia.

"Only in Madrid" aims to position the city and the greater region as the world's largest cultural destination and a benchmark capital in luxury and high-impact tourism. As part of the campaign, Madrid Turismo has appointed four Asian celebrities of particular relevance in Indonesia, Malaysia, and Korea, as new international ambassadors of the Madrid brand.

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Of which are South Korean influencer Ayana Moon, Indonesian entrepreneurs, musicians and actors Raffi and Nagita (Rans) and South Korean actor, rapper and dancer Yang Dong-Geun.

Additionally, "Only in Madrid" includes B2B and B2C digital marketing campaigns, campaign sites in 11 languages and the development of branded content pieces in major general and economic media, said the release. It will also see co-marketing actions with paid media and key opinion leaders, influencer marketing campaigns and the production of content.

Prior to launching in Malaysia, "Only in Madrid" made its launch in Singapore earlier in October last year. In total, the campaign will be launched in 16 countries across the Asia region, including Malaysia, Thailand, Singapore, Indonesia, China, Korea and Japan.

Malaysia is also hard at work at boosting its own tourism. Just yesterday, the country's national carrier, Malaysia Airlines partnered with Google, to boost tourism and drive digital evolution within the aviation sector.

As part of the partnership, Malaysia Airlines intends to harness AI and digital technologies to enhance its commercial operations, streamline processes and provide tailored experiences to travellers.

At the same time, the collaboration aims to foster ongoing growth and innovation across various product domains such as Google Pay, Google Flights, and AI-powered marketing solutions.

This, according to the airline, enables Malaysia Airlines to cultivate a holistic ecosystem that prioritises seamless customer experience.

On top of that, Tourism Malaysia and Mastercard announced a strategic partnership to support outreach efforts in preparation for Visit Malaysia Year 2026, according to MalayMail. 

The partnership will reportedly focus on four areas, including harnessing data insights and analytics with Mastercard’s regional data and services hub in Kuala Lumpur. This will in turn, provide actionable insights on traveller spending patterns, needs and preferences.

It also reportedly said that both parties will co-create the Travel Malaysia application, a one-stop solution for travellers, which offers personalised travel content and exclusive offers throughout the visitor’s journey, from itinerary planning and bookings to location-based offers on the go. It will be launched by 2025, according to media reports.

Through the partnership, Tourism Malaysia and Mastercard will reportedly create and roll out creative and engaging marketing campaigns too.

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