Kuala Lumpur, Malaysia – In a strategic move to further elevate its global brand and promote local tourism, Tourism Malaysia has renewed its partnership with the National Sports Council (NSC) and secured the rights to the prestigious King of the Mountain Polka Dot Jersey for the upcoming PETRONAS Le Tour de Langkawi 2024 (LTdL).
The announcement was made at the National Sports Complex in Bukit Jalil, where NSC Director General Abdul Rashid Yaakub praised Tourism Malaysia’s decision to continue the partnership. “This partnership has proven to be a valuable investment for Tourism Malaysia, yielding significant returns in terms of promotional value, branding, and marketing,” he stated.
Tourism Malaysia’s continued sponsorship of the King of the Mountain jersey underscores its commitment to supporting the growth of cycling in Malaysia and showcasing the country’s stunning landscapes. The jersey is highly coveted in major cycling races worldwide, and its association with Tourism Malaysia will undoubtedly enhance the event’s global appeal.
This year’s LTdL will feature a challenging route that includes the iconic Cameron Highlands, making it a prime opportunity for riders to claim the coveted King of the Mountain title. Defending champion Simon Pellaud from the Tudor team will be looking to retain his jersey, but he will face stiff competition from a strong field of contenders.
In addition to the partnership with Tourism Malaysia, the NSC has also secured a live broadcast deal with Eurosport, one of the world’s leading cycling sports broadcasters. This will ensure that the LTdL reaches a massive global audience, further boosting its visibility and attracting international interest.
The NSC and Tourism Malaysia are also leveraging the power of social media to promote the event and engage with fans. The viral success of the village and school cheerleading programs during the 2023 cavalcade procession on TikTok has inspired the organizers to continue these initiatives, aiming to bring the “Cuti-Cuti Malaysia” brand closer to the hearts of Malaysians and encourage domestic tourism.
Meanwhile, Tourism Malaysia is taking a multifaceted approach to promote the LTdL in both domestic and international markets. The agency is collaborating with six travel agencies to offer 23 special travel packages that include popular destinations like Langkawi, Penang, Melaka, and Cameron Highlands. These packages combine sightseeing with the opportunity to witness the LTdL race, making it an attractive option for tourists.
Also Read: Tudor Aims for Triple Crown at LTdL 2024
Furthermore, Tourism Malaysia is partnering with influencers from Indonesia and Thailand to create engaging content and promote the LTdL in these neighboring countries. This strategic move aims to tap into the growing cycling communities in Southeast Asia and attract more international visitors to Malaysia.
With 22 teams, including three WorldTeams, seven ProTeams, nine Continental teams, and three national teams, the competition for LTdL 2024 is expected to be fierce. As the race traverses the country, it will showcase Malaysia’s stunning landscapes, vibrant culture, and warm hospitality to a global audience.
