SHOPLAH TO BOOST TOURISM SPENDING THROUGH AIRPORT RETAIL FOR VM2026 - MAHB

KUALA LUMPUR, Feb 11 (Bernama) -- 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 Holdings Bhd’s (MAHB) international network.

Positioned as an always-on airport retail experience campaign, MAHB saidt 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 spending while showcasing Malaysian brands and identity at key gateways,” MAHB said in a statement.

Managing director Datuk Mohd Izani Ghani said ShopLAH reflects the airport operator's role in shaping visitors' first and last impressions of Malaysia, as it enhances the passenger travel experience while strengthening the 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,” he said.

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, with each design reflecting elements of Malaysia's culture, heritage, urban life and food through sustainable, reusable formats.

In 2025, MAHB 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 per cent year-on-year increase.

“The food and beverage sales grew by 19 per cent year-on-year, while the gifts and souvenirs category recorded 42 per cent growth, emerging as the fastest-growing retail segment.

“This included chocolate and confectionery, where Malaysian brands now account for 33 per cent of the overall chocolate category,” read the statement.

Building on this momentum, MAHB will introduce the Tourist Privilege Card, which will be integrated into the MYAirports App.

The digital card will offer instant discounts, shopping privileges and rewards at participating retail and food outlets, further enhancing value for international visitors during Visit Malaysia 2026.

-- BERNAMA