Tourism Malaysia unveils plans for Visit Malaysia 2026

Tourism Malaysia has kicked off preparations for Visit Malaysia 2026 (VM 2026) with a strategic roadmap aimed at attracting a record-breaking number of tourists.

The plan was unveiled during a recent networking session with industry players, underscoring a collaborative approach to achieving the ambitious goals.

Tourism Malaysia targeting 35.6 million tourists

The VM 2026 roadmap hinges on three core strategies: demand creation, increased tourist traffic, and targeted marketing towards specific markets.

Key initiatives include a comprehensive branding and marketing blitz, strategic partnerships for joint promotions, and market segmentation to tailor experiences for different visitor segments.

Malaysia’s tourism industry has already shown signs of recovery in the first quarter of 2024. Tourist arrivals surged to 5.8 million, reflecting a 32.5% increase compared to the same period in 2023.

This positive trend is attributed to visitors from a diverse range of countries, with Singapore, Indonesia, China, and Thailand leading the pack.

Boosting brand awareness and partnerships

Tourism Malaysia plans to leverage aggressive advertising campaigns, influencer marketing, and engaging content creation across digital and traditional media platforms.

Additionally, the agency will forge strategic partnerships with airlines, online travel agents (OTAs), and land/sea border operators in neighbouring countries to enhance accessibility and streamline travel experiences.

The strategy prioritizes key target markets in a tiered system. Tier one focuses on China, India, Indonesia, Vietnam, and Australia, while Tier Two encompasses South Korea, Gulf Cooperation Council (GCC) countries, and the United Kingdom.

Emerging markets like Pakistan and Bangladesh are also identified for potential growth alongside established markets in Southeast Asia.

To cater to a broader range of tourists, Malaysia will develop tourism products and travel experiences catering to niche segments.

These include nature-based adventures, experiential travel, wellness retreats, responsible tourism options, luxury experiences, wedding destinations, Muslim-friendly travel, and bleisure (business and leisure) travel packages.

Tourism, Arts and Culture minister Dato’ Sri Tiong King Sing, , expressed optimism regarding the strategy.

“The multi-pronged VM 2026 approach provides a comprehensive framework to heighten Malaysia’s visibility, improve accessibility, and elevate our tourism offerings.

Through focused efforts and collaborations, we are confident of achieving our yearly arrival targets and revenue goals leading up to VM 2026.”

Tourism Malaysia’s commitment to engaging with industry partners and international collaborators reflects their determination to position Malaysia as a top tourist destination in the region.

With a clear roadmap and collaborative efforts, Visit Malaysia 2026 has the potential to be a resounding success.