Malaysia is intensifying its global tourism campaign ahead of Visit Malaysia 2026 (VM2026), with expanded air connectivity, strategic market realignment, and a renewed focus on high-impact promotional efforts aimed at attracting 45 million visitors and generating RM270 billion in tourism revenue by next year.

Fronting this ambitious campaign are Wira and Manja—the Malayan sun bear mascots of VM2026—who will lead efforts to charm global audiences from key source markets including Vietnam, South Korea, the United Kingdom, and the Gulf Cooperation Council (GCC) nations.

Tourism Malaysia Director-General Datuk Manoharan Periasamy revealed that evolving travel trends have prompted a reassessment of focus markets. “We are enhancing our presence in promising regions like Central Asia, with direct flights from Kazakhstan, Uzbekistan and Turkmenistan supporting growth,” he said.

Russia, France, and the United Kingdom have also emerged as priority targets, supported by efforts to boost flight connectivity and infrastructure upgrades.

Regionally, neighbouring countries remain vital to Malaysia’s inbound tourism. “Singapore, Indonesia, Thailand, and Brunei are still recovering to pre-pandemic levels, and we are investing significantly in advertising and promotion to revitalise interest,” Manoharan added.

Malaysia is also focusing on land and sea arrivals, particularly through cross-border travel from Singapore. Plans include enticing short-haul visitors with events like midnight sales and exclusive shopping experiences. Meanwhile, efforts are underway to promote Malaysia as a long-term homeport for cruise liners, and to attract international cruise passengers through curated travel packages.

A key initiative under the campaign is the Geran Sokongan Penerbangan & Charter, which supports airline collaborations on point-to-point routes. Singapore’s extensive air network will also be utilised to facilitate international arrivals into Malaysia, especially through Johor and Kuala Lumpur.

To maintain consistent visitor flows during off-peak periods, Malaysia will focus on core markets including Indonesia, China, India, and Australia.

VM2026 was officially launched on January 6 with a vibrant new logo symbolising Malaysia’s cultural richness and natural beauty. The branding is now visible on aircraft operated by Malaysia Airlines, Batik Air, and AirAsia. Accompanying the campaign is a theme song titled “Surreal Experiences” and a promotional video aimed at captivating global travellers.

Malaysia’s tourism industry is already seeing an upward trajectory. In 2024, the country welcomed 38 million visitors—up 31.1% from 29 million the previous year. That momentum has continued into 2025, with 6.74 million arrivals recorded between January and February, representing a 31.3% increase year-on-year.

Singapore leads as the top source market with 3.14 million arrivals, followed by China, Indonesia, Thailand and Brunei. The surge in Chinese tourists is attributed to visa liberalisation and new flight routes, while India is also emerging as a high-potential market, aided by extended visa-free entry until December 2026.

Despite this progress, challenges persist, including limited international flight availability and stiff competition from regional players. To overcome these hurdles, Malaysia is highlighting its strengths in multicultural heritage, biodiversity, modern attractions, and niche tourism segments such as eco-tourism, medical travel, and adventure tourism.

“We are committed to positioning Malaysia as a premier global destination,” said Manoharan. “With enhanced accessibility, immersive experiences, and high-impact cultural events, VM2026 aims to elevate Malaysia’s global appeal and competitiveness.”

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