Etihad Airways has partnered with Tourism Malaysia in a bid to boost tourism numbers from Europe and the Middle East.

The partnership was announced at the World Travel Market in London.

"The campaign aims to welcome tourists from Europe, middle east and beyond to Malaysia as well as to promote the Visit Malaysia 2020 initiative, which seeks to attract 30 million tourists and around RM 100 billion (NZ$37 million) in tourism receipts by the year 2020," said director general of Tourism Malaysia Datuk Musa Hj Yusof.

Etihad Airways first launched flights to Kuala Lumpur in 2007 and has since carried 2.7 million passengers to the city. The airline presently operates daily flights to the city using its Boeing 787 Dreamliner.

"Tourism Malaysia has been a proud partner of Etihad’s for many years and Kuala Lumpur remains one of the most important destinations in our global network," said senior vice president Destination and Leisure Management for Etihad Aviation Group Hareb Almuhairy.

"The southeast Asian country continues to be a popular choice for travellers in the UK and Europe as well as the middle east, and visitors will benefit from the convenient connection through Abu Dhabi."