Malaysia has successfully concluded the Global Travel Meet 2025 (GTM 2025) – a landmark international business and networking event that brought together global tourism leaders, buyers, and partners to reinforce Malaysia as a world-class travel destination and build momentum for the upcoming Visit Malaysia 2026 (VM2026) campaign.
Held from October 1 – 3, 2025, at the World Trade Centre Kuala Lumpur, GTM 2025 marked the revival of the event after nearly two decades, with the last edition taking place in 2007. This year’s event returned with unprecedented scale, convening 600 international buyers, 400 Malaysian sellers, and 100 international media representatives, representing the global travel trade under one roof.
A Platform for Global Dialogue and Action
The three-day event was officially inaugurated by YB Datuk Khairul Firdaus Akbar Khan, Deputy Minister of Tourism, Arts and Culture, in the presence of Datuk Manoharan Periasamy, Director General of Tourism Malaysia.
The significance of the event was underscored by the Deputy Minister, who described it as “a defining moment for Malaysia and for the global travel industry.”
“Global Travel Meet 2025 is more than just an event; it is a platform where ideas are transformed into action,” said YB Datuk Khairul Firdaus Akbar Khan during his inaugural address. He added, “This event stands as a vital catalyst in igniting renewed energy and driving strong momentum into the year ahead through the collective efforts of government, industry players, and partners in realising our ambitious goals for Visit Malaysia 2026.”
He emphasised that GTM 2025 was “not merely a conference, but a collaborative platform where partnerships transcend borders, innovation drives sustainability, and Malaysia’s tourism ambitions take centre stage on the global map.”
YB Dato Sri Tiong King Sing, Minister for Tourism, Arts and Culture, also attended and personally greeted the visiting international delegates during the Gala Dinner.
Gala Dinner and Industry Showcase
The highlight of the event was the Gala Dinner, held at the Sunway Resort, where attendees were captivated by spectacular performances from local artists. Through traditional dance and music, they beautifully shared Malaysia’s rich culture, heritage, and history. The evening also featured the official presentation of the Visit Malaysia 2026 campaign video and calendar of events, reinforcing Malaysia’s image as a diverse and vibrant destination. The night concluded with a strong message of unity and collaboration, as the Minister encouraged both domestic and international stakeholders to work together in promoting Malaysia as a world-class travel destination.
Throughout the venue, numerous booths from hotels, resorts, airlines, and travel agencies showcased their offerings, actively engaging in networking sessions to explore potential collaborations and business opportunities.
Distinguished guests at the event included YBhg. Dato’ Shaharuddin Abu Sohot, Secretary General of the Ministry of Tourism, Arts and Culture (MOTAC) Malaysia; Datuk Musa Hj. Yusuf and Lee Thai Hung, Deputy Directors General-Promotions; Datin Rafidah Idris, Deputy Director General, Planning; Mohd Amirul Rizal Abdul Rahim, Senior Director-Advertising & Digital and Head of Secretariate Visit Malaysia Year 2025; Mohd Rosian Abdullah, Senior Director-Domestic & Events; and Nuwal Fadhilah Ku Azmi, Senior Director-International Promotions (Asia & Africa). Their presence underscored the government’s continued commitment to supporting the growth and advancement of Malaysia’s tourism industry.
Strong Growth Trajectory and Ambitious Goals
The Meet took place amid a period of robust growth for Malaysia’s tourism industry. In 2024, the nation welcomed 38 million international visitors, marking a 31.1% increase over 2023 and surpassing pre-pandemic levels by 8.3%. From January to July 2025, Malaysia recorded 24.5 million arrivals, a 16.8% year-on-year increase.
Top source markets included Singapore, Indonesia, China, Thailand, Brunei, India, the Philippines, South Korea, Australia, and Chinese Taipei. Notably, the South Asian market, particularly India, showed strong performance with arrivals increasing by more than 10% year-to-date in 2025, driven by enhanced air connectivity, Malaysia’s cultural diversity, and geographic proximity.
Tourism Malaysia has set an ambitious target of 47 million international visitor arrivals for Visit Malaysia 2026, underlining the government’s strong confidence in the nation’s post-pandemic recovery and global competitiveness.
Commitment to Sustainability and Innovation
Reflecting Malaysia’s National Tourism Policy 2020 – 2030, the Deputy Minister reaffirmed the government’s dedication to sustainability, innovation, and inclusivity in tourism development.
“We are investing in digitalisation, green tourism, and community-based initiatives to ensure that every visitor experiences our values of authenticity, inclusivity, and sustainability,” he stated.
GTM 2025 also aligned with Malaysia’s commitment to the United Nations Sustainable Development Goals (UNSDG) and regional cooperation frameworks such as the Indonesia – Malaysia – Thailand Growth Triangle (IMT-GT) Visiting Year 2023 – 2025.
Industry Collaboration Drives Success
The success of GTM 2025 was underpinned by strong partnerships and industry-wide collaboration. The event received robust support from Malaysia Airlines, AirAsia, and BatikAir, along with active participation from associations such as the Malaysia Inbound Chinese Association (MICA) and the Malaysian Indian Tour & Travel Association (MITTA).
Delegates participated in a series of B2B sessions, business matching activities, networking events, and familiarisation trips that showcased Malaysia’s vibrant tourism offerings – from cultural and eco-tourism experiences to gastronomy and adventure travel.
As the global travel trade community departed Kuala Lumpur, the consensus was clear – Global Travel Meet 2025 had not only revitalised Malaysia’s role as a leader in tourism dialogue and development but also set a dynamic tone for the year ahead.
“May this event serve as a powerful catalyst for sustainable partnerships, leading us not only towards a successful Visit Malaysia 2026 but also towards a brighter, more connected future for global tourism,” the Deputy Minister concluded.
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