Domestic tourism must remain a priority as Malaysia gears up for Visit Malaysia 2026 (VM2026), said Tourism Malaysia Director-General Datuk Manoharan Periasamy.

Speaking at the Engagement Session with Sarawak Tourism Industry Players 2025 on Tuesday, Manoharan emphasized the sector’s significant role in the upcoming campaign. He urged tourism stakeholders to collaborate and share initiatives to ensure collective success.

“We must continue working together, especially in promoting key programmes and initiatives that contribute to our tourism goals,” he said. The event was officiated by the Minister of Tourism, Creative Industry, and Performing Arts, Datuk Seri Abdul Karim Rahman Hamzah.

Manoharan highlighted three main pillars of VM2026: increasing tourist arrivals by encouraging longer stays, enhancing cultural and eco-tourism experiences to boost spending, and empowering local communities through sustainable tourism development.

“These objectives can be achieved if we work closely with all stakeholders,” he said, stressing the importance of data in determining airline seat capacity to bring international tourists to Malaysia, particularly Sarawak.

He also pointed out challenges in attracting international visitors, noting that many airlines prioritize transit passengers rather than promoting Malaysia as a destination. “We need to address these issues so that more tourists actually visit and stay in Malaysia,” he added.

The engagement session outlined the strategic roadmap for VM2026, detailing key initiatives and objectives. Participants also received updates on incentives and matching grants from the Ministry of Tourism, Arts and Culture (MOTAC), including the Tourism Promotion Matching Grant and International and Charter Flight Matching Grant. These initiatives aim to support the campaign’s goal of attracting 45 million visitors and generating RM270 billion in revenue by 2026.