Malaysia on January 6 launched the Visit Malaysia 2026 (VM2026), which focuses on two core pillars – high yield and sustainable tourism.
Speaking at the launch of the VM2026 campaign, Malaysian Minister of Tourism, Arts and Culture Tiong King Sing said that these reflect the country’s commitment to offering meaningful experiences while protecting the country's unique treasures.
To achieve this, Malaysia have identified three main strategies, namely increasing tourist arrivals by converting short visits into extended stays; extending length of stay by enriching cultural and ecotourism experiences, empowering local communities, and improving infrastructure; as well as encouraging higher spending by promoting niche tourism experiences, the official stated.
Tiong said he believes that VM2026 will help spur growth, create jobs and improve living conditions for local communities. He called on every Malaysian, especially tour guides, business owners, and artists to share the stories, culture and hospitality of Malaysia with the world.
The VM2026 campaign is the Malaysian Government's initiative to promote the country as the main tourism destination, aiming to attract 35.6 million visitors and generate 147.1 billion RM (32.5 billion USD) in revenue.
Prime Minister Anwar Ibrahim said that every state and district had its own strengths to attract visitors, adding that Malaysia's efforts to successfully organise ASEAN conferences in 2025 will make it a tourist destination this year and next year in particular.
The Malaysian leader hopes that all members of the Cabinet will focus on enhancing capabilities in the fields of tourism, investment and economy, with the involvement of all states through the VM2026 campaign/.
