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Malaysia Airports Launches RFI to Explore Airport Advertising Options
Kevin Rozario
August 26, 2026
Kuala Lumpur International Airport at night.
© Aniq Danial / Unsplash
The development of airport advertising is under review across Malaysian airports as the country’s operator seeks input on the future of the sector, which is an important stream of commercial revenue.
Operator Malaysia Airports—which manages 39 airports across the country, including five international gateways—has launched a request for information (RFI) to gather industry insights on the future development of its airport advertising estate. Leading global airport media operators, advertising concessionaires, and strategic partners are being invited to share their capabilities and potential approaches.
The company, delisted in 2025 following a successful privatization exercise by the consortium Gateway Development Alliance (GDA), says the RFI forms part of wider efforts to prepare the airport network for its next phase of growth. The duty-free revenue stream is also likely to be under review.
The airport operator stated: “Alongside infrastructure and operational improvements, Malaysia Airports is reviewing how its commercial assets and partnerships can contribute more effectively to the terminal environment and support the long-term development of its airports.”
KUL is the Big Draw
The advertising RFI covers opportunities across terminals one and two of the country’s flagship gateway, Kuala Lumpur International Airport (KUL), as well as selected airports on the Malaysian peninsula, plus Sabah and Sarawak, which border Brunei and Indonesia.
Malaysia Airports recorded 104.4 million passenger movements across its national network in 2025, up 11.2% year-on-year (YOY). Of this, KUL handled 63.3 million travelers. The group also operates Istanbul’s Sabiha Gökçen International Airport (SAW) in Türkiye, which is not within the scope of the RFI.
Commenting on the move, Malaysia Airports Managing Director Dato' Mohd Izani Ghani said: "Our airport network offers significant reach across a wide range of passenger segments and markets. Through this RFI, we want to understand how that potential can be developed into a more effective airport media ecosystem that serves brands and partners while contributing positively to the passenger experience.
“This is also an opportunity to reinforce our airports as gateways for tourism and business, as well as spaces that reflect Malaysian identity. The insights received will help us determine how airport advertising can support our broader ambition to position Malaysia as the most connected country in Asia-Pacific.”
Looking for a Digital Dividend
The review will focus on three areas: enhancing terminal ambiance, strengthening the commercial potential of the advertising estate, and accelerating digital transformation. Malaysia Airports is seeking insights on how data-informed audience measurement, automated media capabilities, and omnichannel engagement can enable brands to connect more effectively with travelers.
Also within the remit are smart-airport integration and energy-efficient digital out-of-Home (DOOH) solutions that can complement passenger wayfinding and the wider terminal environment. As well as terminal buildings, the advertising estate spans flight information display systems (FIDs), DOOH screens, airport trolleys, and other Malaysia Airports-owned infrastructure.
The airport operator added: “Market feedback is also being sought on potential delivery models, including a unified nationwide concession, regional clusters, or other suitable structures. Respondents may provide views on minimum annual guarantees (MAGs), revenue-sharing arrangements, passenger-linked models, and other rental mechanisms.” It added that sustainability and relevant environmental, social and governance (ESG) principles will also form part of the assessment.
Interested parties are invited to submit responses electronically in PDF and Excel (financial) format to the Tender, Contract Management, and Business Improvement Unit. For further information, including deadlines, the email contact is: [email protected]. Other Malaysia Airports tenders can be found by clicking here.