Malaysia has formally revived its national tourism year strategy with the Visit Malaysia 2026 (VM2026) campaign, unveiled in January 2025 as part of a long-term plan to strengthen international arrivals and improve visitor quality. The initiative marks the country’s return to large-scale coordinated tourism promotion after previous editions in 1990, 1994, 2007 and 2014, while the planned 2020 programme was cancelled due to the pandemic.
Details of the campaign framework and early progress were presented at the ASEAN Tourism Forum and TRAVEX 2026 in Cebu by Jamilah Abdul Halim, Senior Deputy Director of the International Promotion Division (Southeast Asia) at Tourism Malaysia. The campaign is designed as a comprehensive, multi-layered strategy integrating global marketing, product diversification, stronger air connectivity and deeper engagement with private-sector partners.
Unlike earlier visitor-volume driven initiatives, Visit Malaysia 2026 places strong emphasis on longer stays and higher-value travellers. Authorities aim to shift the tourism economy toward quality spending and experiential travel rather than relying solely on arrival numbers.
Tourism performance and source markets
Malaysia’s tourism sector has shown steady recovery. Between January and December 2025, the country welcomed 42.2 million international visitors, an increase of 11.2% compared with 2024. Of these, 63.1% were classified as foreign visitors, while 26.61 million were overnight tourists. Performance monitoring continues to benchmark recovery against 2019 pre-pandemic levels.
The five largest source markets in 2025 were Singapore, China, Indonesia, Thailand and Brunei, reflecting Malaysia’s strong dependence on regional and short-haul travel.
Travel trends shaping the campaign
The VM2026 strategy has been developed in response to evolving travel patterns expected to define tourism in 2026. Authorities identify several major shifts: increasing demand for authentic, experience-based travel; growth in intra-Asia and short-haul journeys; expanding use of technology for customised promotion; and heightened awareness of sustainability. Travellers are also becoming more value-conscious, prioritising meaningful experiences over simple sightseeing.
Implementation and partnerships
The delivery of Visit Malaysia 2026 rests on four pillars: expanded marketing, new tourism products, improved accessibility and industry cooperation. Activities include large-scale advertising campaigns in key markets, collaborative promotions with tourism stakeholders and training programmes for hospitality frontliners to enhance service quality.
Authorities are also working with airlines to increase seat capacity and flight frequencies. New attractions and itineraries are being introduced to encourage longer visitor stays. The campaign uses hashtags such as #VisitMalaysia2026, #SurrealExperiences, and #MalaysiaTrulyAsia, alongside #CutiCutiMalaysia to stimulate domestic travel.
Medical tourism and specialised sectors
Medical tourism remains a central component of the strategy. Malaysia continues promoting its affordable, high-quality healthcare services, particularly to Indonesian patients. The approach combines treatment with leisure and cultural experiences, supported by coordination between the tourism sector and healthcare providers through the Malaysia Healthcare Travel Council.
Malaysia is also strengthening its position as a halal-friendly destination through targeted promotions in Gulf countries and expanded halal facilities. In the MICE sector, Tourism Malaysia collaborates with the Malaysia Convention & Exhibition Bureau, with Australia identified as a key meetings and incentives market.
The Malaysia My Second Home (MM2H) residency programme is being promoted more aggressively, particularly in South Korea, following revised eligibility criteria aimed at improving accessibility.
Priority markets and promotion
Tourism Malaysia is targeting both regional and long-haul markets, including ASEAN nations, East Asia, Central Asia, Europe, India, the United States, Australia and the Middle East. Promotional efforts involve minister-led roadshows, participation in major global trade events such as Arabian Travel Market, and joint campaigns with airlines and tour operators.
Infrastructure outlook
Looking ahead, improved infrastructure is expected to support tourism growth. The Johor Bahru–Singapore Rapid Transit System, scheduled for operation in late 2026, is anticipated to reduce border congestion and significantly boost cross-border travel, further strengthening Malaysia’s regional tourism flows.
Events and state initiatives
An extensive calendar of approximately 318 events will run throughout 2026 across multiple Malaysian states, ensuring continuous visitor engagement. Several states -including Johor, Negeri Sembilan, Malacca, Selangor and Perlis- are simultaneously conducting their own Visit Year campaigns, adding regional promotional depth.
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