Abstract
<jats:p>Malaysia’s wedding tourism industry is witnessing increasing demand from both domestic and international visitors, fuelled by interest in bridal photography, destination weddings, ‘weddingmoons’, and ‘babymoons’. A clear shift is emerging from traditional large-scale weddings to micro-&#x2028;destination weddings, attended by a smaller circle of close family and friends. This trend has been further strengthened by the COVID-19 pandemic, which boosted domestic wedding tourism. The sector functions within an interdependent ecosystem that requires collaboration among various stakeholders, including photographers, videographers, designers, event planners, accommodation providers, venues, and food and beverage services. There is also a rising demand for high-profile destination weddings, currently facilitated on an ad hoc basis by the Ministry of Tourism, Arts, and Culture (MOTAC) for approvals and the transportation of wedding items. The lack of a formalised structure presents challenges, emphasising the need to improve connectivity, infrastructure, and transportation to better cater to this market. Additionally, adopting advanced technologies &#x2028;such as augmented reality (AR) and virtual reality (VR) offers opportunities to create seamless, immersive experiences for couples and their guests. With strategic development, Malaysia’s wedding tourism sector holds significant potential to grow by offering personalised, high-quality, and innovative wedding experiences.</jats:p>