Malaysia Airlines, Atout France Join to Promote Paris
Malaysia Airlines has signed a three-year memorandum of understanding with Atout France, the French tourism development agency, to collaborate on marketing initiatives aimed at boosting visitor numbers to Paris. The partnership follows the relaunch of Malaysia Airlines’ direct Kuala Lumpur–Paris Charles de Gaulle service on March 22, 2025, after a nine-year hiatus. By combining the airline’s extensive global network and signature Malaysian hospitality with Atout France’s deep expertise in showcasing French attractions, both organizations aim to create compelling travel offers and seamless experiences for passengers.
Under the MoU, Malaysia Airlines and Atout France will jointly develop promotional campaigns in key markets across Southeast Asia and beyond. These initiatives include co-branded digital advertising, targeted social media outreach, participation in travel fairs and workshops, and collaborative content such as themed travel guides and itineraries. The partners will also explore joint loyalty program benefits, leveraging Malaysia Airlines’ Enrich frequent-flyer scheme to offer bonus miles on Paris flights, and Atout France’s network of tourism operators to design bespoke cultural and culinary experiences.
Dersenish Aresandiran, Chief Commercial Officer of Malaysia Aviation Group, said the agreement represents a major milestone in the carrier’s international expansion. He emphasized that France remains one of the world’s most cherished leisure destinations and that restoring the Kuala Lumpur–Paris route underscores Malaysia Airlines’ commitment to connecting Asia with Europe. By aligning with Atout France, Malaysia Airlines expects to tap into growing demand for long-haul travel and differentiated cultural experiences, driving higher load factors and average fares on its Paris flights.
Agnès Angrand, Deputy Director of Atout France for Mainland China, Hong Kong and Taiwan, welcomed the collaboration as a powerful tool to reinforce France’s appeal among Southeast Asian travelers. She noted that Malaysia Airlines’ strong presence in the region and its reputation for service excellence would amplify Atout France’s promotional efforts. The agency plans to use the carrier’s inflight magazines, lounges and customer databases to deliver inspiring content about France’s heritage sites, art festivals, wine regions and gastronomic tours, encouraging visitors to extend their stays beyond Paris to include destinations such as Provence, the Loire Valley and the French Riviera.
The partners will also coordinate familiarization trips for travel agents and media influencers, offering first-hand experiences of newly reopened museums, restored landmarks and seasonal events. Such visits will be supplemented by training sessions on Atout France’s destination portfolio, equipping travel professionals to better sell France as a year-round destination. In addition, the MoU envisions a joint evaluation framework to track visitor arrivals, booking trends and campaign effectiveness, allowing both sides to refine their strategies and maximize return on investment.
Since its March relaunch of the Paris service, Malaysia Airlines has observed strong early bookings, reflecting pent-up demand for Europe after travel restrictions eased. The airline’s three-class Airbus A350-900 flights offer business, premium economy and economy cabins, catering to both leisure and business travelers. The daily service is strategically timed to facilitate connections to onward European destinations and domestic Malaysian airports, reinforcing Malaysia Airlines’ hub-and-spoke model.
Beyond Paris, Malaysia Airlines is pursuing similar partnerships to support other key markets in Europe, North America and Australasia. The carrier has already forged alliances with tourism boards in Italy, the United Kingdom and Australia, aiming to create cohesive marketing platforms that leverage its network of more than 70 international destinations.
The new MoU with Atout France reflects a broader industry trend of airlines teaming up with national tourism organizations to share resources and expertise. As global aviation recovers, such collaborations are seen as vital to stimulating demand, enhancing passenger experiences and driving sustainable growth. With the backing of both Malaysia’s civil aviation authorities and France’s Ministry of Tourism, the Malaysia Airlines–Atout France partnership is poised to play a central role in shaping travel patterns between Asia and Europe over the coming years.
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