In preparation for Visit Malaysia 2026 (VM2026), Tourism Malaysia is ramping up efforts nationwide, with a strategic focus on regional empowerment through experiential tourism. Continuing its East Coast engagement series, a Sesi Libat Urus (Engagement Session) was held at Raia Hotel, Kuala Terengganu, following similar sessions in Kelantan and Pahang between 20 and 22 April 2025.

This session marked a significant step in strengthening collaboration between federal agencies and East Coast tourism players. Attended by government representatives, private stakeholders, and cultural institutions, the event spotlighted key initiatives and incentives aimed at boosting domestic and international travel. These include the Airline and Charter Sector Grant (GSPC), Tourism Sector Support Grant (GSSP), GAMELAN Travel Incentives, and the Cultural Sector Support Grant (GSSK).

In his keynote address, Dato’ Manoharan Periasamy, Director General of Tourism Malaysia, announced the nation’s bold target: 45 million international tourist arrivals and RM270 billion in tourism receipts by 2026. He emphasized that achieving this ambitious goal requires more than numbers—it demands a shift toward deeper, more meaningful travel experiences.

“Today’s travelers are no longer just looking for sightseeing. They want to immerse themselves in culture, heritage, and local lifestyles,” said Dato’ Manoharan. “The East Coast region, especially Terengganu, offers a unique blend of experiences that you simply can’t find elsewhere in the world—from traditional boat-making and intricate songket weaving to serene beaches and vibrant kampung life. These elements are the soul of experiential tourism.”

He further stressed the importance of innovation in curating experiences, noting that stakeholders must rethink packaging, storytelling, and community involvement to meet global demand for sustainable, authentic travel.

Also present at the session was YB Ustaz Sulaiman Sulong, Deputy Chairman of the State Tourism, Culture, Environment and Climate Change Committee, along with senior officials from JKKN, JWN, and BSVN, who presented cultural tourism programs planned for 2025.

The importance of public-private collaboration was a key theme, with federal and state agencies aligning to ensure tourism players in Terengganu have the tools and platforms to thrive ahead of VM2026.

Malaysia recorded 38 million tourist arrivals in 2024, a 31.1% increase from the previous year. Top source markets included Singapore, Indonesia, China, Thailand, Brunei, India, the Philippines, South Korea, Australia, and Taiwan.

With VM2026 on the horizon, this engagement session served not only as a briefing—but as a call to action to elevate the East Coast as a premier destination for immersive and authentic travel, making it a vital contributor to Malaysia’s tourism success story in the years to come.