Visit Malaysia Year 2026 aims for 35.6 million visitors and RM147.1 billion in revenue, building on ASEAN 2025 momentum and rising global travel trends.
VISIT Malaysia Year 2026 (VM2026) stands as one of Malaysia’s most ambitious national initiatives in the last decade.
Launched by Prime Minister Datuk Seri Anwar Ibrahim, the campaign aims to attract 35.6 million international visitors and generate RM147.1 billion in tourism revenue. With more than RM700 million allocated to drive readiness across the country, VM2026 signals Malaysia’s determination to reinvigorate its tourism sector and strengthen its global standing.
Malaysia’s role as host and chair of Asean in 2025 further amplifies the significance of VM2026. The year-long series of summits, ministerial meetings, business forums and cultural showcases brought thousands of delegates and media representatives to Malaysia.
This heightened visibility has strengthened perceptions of Malaysia as a capable, welcoming and well-coordinated host nation. Asean 2025 has, therefore, become an organic soft launch for VM2026, setting the stage for stronger international interest and renewed regional connectivity.
Tourism data further strengthens the case for VM2026. Malaysia recorded 20.14 million international arrivals in 2023, which is more than double the previous year, and generating RM71.3 billion in receipts. This upward trend continued into 2025, with 28.24 million visitors recorded between January and August alone.
These national trends mirror global patterns reported by the UN World Tourism Organisation, which noted that global tourism recovered to about 87% of pre-pandemic levels in 2023 and surpassed 1.4 billion travellers in 2024.
With global travel now returning to, and in some regions surpassing, 2019 levels, the launch of VM2026 is at a time when the world is travelling again, creating a powerful foundation for the campaign’s ambitions.
Strengthening tourism ecosystem
The scale of VM2026 requires strong coordination across ministries, agencies, industry players and communities.
While Tourism Malaysia leads national branding, success ultimately depends on improving the fundamentals: streamlined visa processes, upgraded airports and transport networks, modernised public facilities, reliable digital connectivity and consistent service standards. These improvements will not only shape tourist experiences but also enhance Malaysians’ daily quality of life.
Equally important is the need to rejuvenate and diversify Malaysia’s tourism products. Many iconic attractions, from Taman Negara to heritage zones in Malacca and Penang, can benefit from upgraded facilities, better accessibility and stronger conservation.
Visitors today seek meaningful, experience-driven products, such as indigenous cultural tours, eco-adventure trails and curated gastronomy journeys. Developing distinctive and memorable experiences will set Malaysia apart in an increasingly competitive region.
Regional benchmarks offer valuable insight. Thailand continues to excel in community-based tourism, Vietnam has led with digital visa modernisation and Indonesia’s premium eco-tourism models in Raja Ampat show how conservation, local participation and visitor management can coexist. These examples demonstrate how curated experiences, safety standards and inclusive economic models are shaping modern tourism expectations.
Malaysia, with treasures such as Taman Negara, Belum-Temenggor and its rich coastal and island ecosystems, is well-positioned to develop similar high-quality, sustainable experiences that appeal to modern travellers seeking authenticity and environmental stewardship.
The private sector will be central to delivering these experiences. Airlines, hotels, tour operators, digital platforms and hospitality providers shape the experiences visitors will carry home. Their innovations in travel packages, marketing strategies and service delivery will determine the depth and quality of Malaysia’s tourism offerings.
Non-profit organisations add further value by championing eco-tourism, heritage preservation and community-based tourism. Groups such as Matta, Eco-Steps Malaysia and the Malaysian Nature Society help ensure that tourism growth remains responsible, sustainable and reflective of Malaysia’s cultural and environmental treasures.
State-led efforts as building blocks
In the lead-up to 2026, several states launched their own tourism campaigns, creating early momentum and strengthening Malaysia’s domestic tourism readiness.
Visit Kedah 2025, Visit Perak 2025, Visit Selangor 2025 and Visit Melaka 2025 acted as important precursors, showcasing the nation’s diverse attractions and highlighting the cultural and natural assets unique to each region. They also demonstrate the importance of unified messaging as each state plays a role in shaping Malaysia’s broader appeal.
These campaigns not only built visibility but also offered valuable lessons in stakeholder engagement, local participation and targeted promotion. Their experiences will help guide nationwide strategies as Malaysia welcomes the world.
Delivering lasting value
A successful VM2026 has the potential to generate far-reaching benefits. Increased tourist arrivals will stimulate economic activity, create jobs and support small businesses across both urban centres and rural communities.
Homestays, local guides, artisans, cultural performers and food entrepreneurs stand to benefit. Investments in infrastructure, digitalisation and public facilities will improve everyday life for Malaysians.
Efforts to promote heritage and culture will strengthen national pride while ensuring that traditional knowledge and craftsmanship remain relevant for future generations.
The public plays an essential role in shaping Malaysia’s image. Malaysians can support VM2026 by extending warm hospitality, promoting local attractions and supporting community-based tourism initiatives.
Simple gestures like keeping public spaces clean, practising courtesy and taking pride in cultural traditions shape the impressions visitors carry home. A welcoming and united Malaysia begins with everyday actions.
Visit Malaysia Year 2026 is more than a tourism agenda; it is a national opportunity to enhance competitiveness, strengthen identity and build long-term economic resilience.
With collaboration and national unity, VM2026 can become a defining milestone that elevates Malaysia’s global reputation and creates lasting benefits for Malaysians everywhere.
Dr Katherine Anne Francis is a senior training consultant at the Centre for Public Policy, Project Management and Governance Studies, National Institute of Public Administration.
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