MALAYSIA. Malaysia Airports has launched a Request for Information (RFI) to gather industry insights about the development of its airport advertising estate.
Leading global airport media players, advertising concessionaires and strategic partners are invited “to share their capabilities and potential approaches,” said the airport company in a statement.
The scope covers advertising opportunities across Kuala Lumpur International Airport (KLIA) Terminal 1, KLIA Terminal 2 and selected airports throughout Malaysia, Sabah and Sarawak.
The review focuses on three areas: enhancing terminal ambience, strengthening the commercial potential of the advertising estate and accelerating its 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 travellers.
The review will also consider smart-airport integration and energy-efficient Digital Out-of-Home (DOOH) solutions that complement passenger wayfinding and the wider terminal environment.
The advertising estate spans terminal buildings, Flight Information Display Systems (FIDS), DOOH screens, airport trolleys and other Malaysia Airports-owned infrastructure.
The company also seeks market feedback on potential delivery models, including a unified nationwide concession, regional clusters or other suitable structures. Respondents may provide views on Minimum Annual Guarantee (MAG), revenue-sharing arrangements, passenger-linked models and other rental mechanisms.
Sustainable operating practices and relevant Environmental, Social and Governance (ESG) principles will also form part of the assessment.
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.”
He added, “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.”
Malaysia Airports served 104.5 million passengers across its Malaysia network in 2025.
The exercise forms part of wider efforts to prepare the airport network for its next phase of growth.
The statement added, “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.”
Interested parties are invited to submit their responses electronically in PDF and Excel (Financial) format to the Tender, Contract Management and Business Improvement Unit with a deadline of 25 September, 5pm local time.
Email: commercialadvertising@malaysiaairports.com.my ✈
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