Kuala Lumpur, 6 September 2025 — Malaysia’s tourism sector continues to surge back with strength, setting the stage for its bold Visit Malaysia 2026 (VM2026) campaign. At the opening of the prestigious 57th National MATTA Fair, Tourism Minister Datuk Seri Tiong King Sing announced a promising rebound—both on the domestic and international fronts—as the nation readies itself for the next wave of travel demand.
Despite global headwinds, Malaysia welcomed over 38 million international visitors in 2024, generating a record RM106.8 billion in tourism receipts. On the homefront, Malaysians logged 260.1 million trips, resulting in RM107.2 billion in spending—marking a robust 26.3% year-on-year increase.
The rebound momentum carried into the current year, with the first half of 2025 recording 20.6 million international arrivals, a 17.9% year-on-year increase, while 69.7 million domestic trips in the first quarter alone represented an 18.9% rise.
Building on Success with VM2026
The VM2026 campaign is anchored on five strategic pillars aimed at aligning with evolving travel trends: sustainable tourism, cultural and heritage experiences, adventure and nature-based travel, digital innovation, and enhanced global connectivity. These pillars reflect a shift toward authentic, environmentally conscious, and digitally enabled tourism experiences.
In tandem with these pillars, the government has unveiled ambitious targets: 43 million foreign visitors in 2025, escalating to 47 million in 2026, with the goal of increasing both length of stay and per-visitor spending.
Strengthening international reach, Tourism Malaysia recently launched VM2026 in London to engage UK audiences, setting special strategic focus on that market, and reaffirming its global marketing approach.
Momentum, Marketing, and Mindset
Tourism leaders emphasized the pivotal role of marquee industry events like the MATTA Fair in showcasing Malaysia’s diverse offerings—from vibrant urban life and rich heritage to immersive nature escapes. State tourism agencies and travel players are already leveraging this platform to boost inbound tourism and spur excitement for VM2026.
Deputy Prime Minister Datuk Seri Ahmad Zahid Hamidi, who chairs the VM2026 National Main Committee, outlined key strategic initiatives, including enhanced branding, partnerships with airlines and agencies, and tailor-made offerings in niche segments like ecotourism, shopping, and experiential attractions. Seasonal promotions—such as a revitalised Malaysia Midnight Sale targeting Middle Eastern visitors during their peak travel period—are also in the pipeline.
Source: Bernama / Tourism Malaysia
