Experts say ecotourism and MICE sectors are vital for Visit Malaysia 2026’s goal of 47 million tourists and RM329 billion in receipts.
KUALA LUMPUR: The Visit Malaysia 2026 campaign aims to attract 47 million international visitors and generate RM329 billion in tourism receipts.
Launched on 1 January, the campaign has a RM700 million allocation for promotion and infrastructure under the theme ‘Surreal Experiences’.
Associate Professor Dr Siti Suriawati Isa from Universiti Putra Malaysia said the 47 million target is achievable based on past arrival records.
READ MORE: Pahang named Malaysia’s top nature and eco-tourism destination
She stressed the importance of mobilising all parties, including the general public, to help promote Malaysia.
“Such efforts would be far more effective if Malaysians themselves actively champion the country’s strengths,” she told Bernama.
She suggested offering recognition to social media users who actively promote Malaysia through their personal accounts.
Siti Suriawati identified ecotourism and the MICE sector as holding the greatest potential to drive VM2026’s success.
She said Malaysia’s rich biodiversity positions it to become a leading global ecotourism destination.
“Although their numbers may be smaller… the economic value generated by ecotourists is much higher,” she said.
On MICE, she said it represents one of the largest tourism markets globally as it involves multiple linked sectors.
“Revenue generated through MICE cuts across various industries and can contribute significantly to the local economy,” she added.
She noted Malaysia still lacks the capacity to host single events exceeding 100,000 participants, limiting mega-event hosting.
To attract tourists from key European markets, she said Malaysia must improve public transportation services.
“Passenger transport services are the backbone of the tourism industry,” she added.
Uzaidi Udanis, president of Your Inbound Matters, said success lies in the real experiences felt by international visitors.
He said the focus should be on “living” local experiences, seamless booking, and benefits for local communities.
“It’s not just about sightseeing but about experiences, such as sharing meals with the locals,” he said.
Uzaidi stressed the focus should be on raising visitor spending rather than just increasing tourist numbers.
“To reach the RM329 billion target, we need to push that figure closer to RM7,000 per visitor,” he said.
He advocated for Malaysia to position itself as a gateway and hub for ASEAN experiences.
“This approach gives Malaysia a clear advantage. First, we become the entry point; second, we help manage tourist flows,” he said.
Uzaidi’s platform focuses on making Malaysian experiences globally bookable and storytelling rooted in real experiences.
This includes highlighting concepts like ‘Quran Tourism’ to present Malaysia as a living destination. – Bernama
