Kuala lumpur: The National Film Development Corporation Malaysia (FINAS) is targeting about RM1 billion in investments over the next five years through a strategic partnership with Tourism Malaysia, aiming to position the country as an international filming hub and a film-based tourism destination. FINAS chief executive officer Datuk Azmir Saifuddin Mutalib stated that the target is supported by a government-approved allocation of RM300 million under the Film In Malaysia Incentive (FIMI) for the period.
According to BERNAMA News Agency, since its introduction in 2013, the FIMI rebate initiative has successfully drawn around RM2 billion in investments from local and international productions, while generating an estimated economic spillover of RM8 billion across the tourism, hospitality, transport, and services sectors. Azmir Saifuddin emphasized the mutual benefits of this collaboration, highlighting how the film industry not only attracts international investment to Malaysia but also showcases the country's beauty to both global and domestic tourists. This statement was made after the signing of the Memorandum of Understanding (MoU) between FINAS and Tourism Malaysia.
The MoU was signed by Azmir Saifuddin representing FINAS and Tourism Malaysia director-general Mohd Amirul Rizal Abdul Rahim. Azmir Saifuddin noted that Malaysia is gaining recognition as a filming hub for international productions, covering reality programmes, dramas, and films, thereby strengthening the country's standing in the global creative industry.
Meanwhile, Mohd Amirul Rizal described the collaboration as a strategic move to support the country's target of attracting 47 million foreign tourists in conjunction with the Visit Malaysia 2026 campaign. He acknowledged the upward trend in tourist numbers despite slight declines in certain markets such as the Middle East and Europe.
Mohd Amirul Rizal addressed the challenges in certain markets and outlined plans to explore new markets and enhance promotions through creative approaches, including leveraging film content as a tourism attraction. He cited the success of the Korean drama 'Winter Sonata', which transformed Nami Island into an iconic tourist site, as inspiration.
He also mentioned that Tourism Malaysia would work with local authorities to ensure filming locations could be developed into tourism products offering meaningful experiences for visitors. The concept of screen tourism would be strengthened to transform filming locations into popular tourist destinations.