For VM2026, the country has set an ambitious target of 47 million visitors and RM329bil in tourism revenue.
KUALA LUMPUR: Players within the tourism sector are gearing up for Visit Malaysia 2026 (VM2026), buoyed by rising optimism across the industry.
While Covid-19 had once dealt a major blow to the sector, stakeholders now believe that tourism numbers are on track not only to recover, but to surpass pre-pandemic levels.
For VM2026, the country has set an ambitious target of 47 million visitors and RM329bil in tourism revenue.
As of October this year, tourist arrivals had already reached approximately 40 million.
While Malaysia Tourism Promotion Board senior director of the strategic planning division Salinda Sany said five out of 10 visitors to Malaysia from January to August this year were from Singapore, the ministry has its eyes on a much larger scale of countries.
She said some of the targeted markets for VM2026 would include the Asean region, East Asia, Europe and Central Asia like Turkmenistan and Uzbekistan.
“Malaysia has been steadily recording growth since after the pandemic and has been adapting to travel trends quickly – further enforcing the country’s ability to pivot where needed,” she said during her presentation at the “Bursa Malaysia-Hong Leong Investment Bank Bhd (HLIB) 20th Stratum Focus Series: Tourism Visit Malaysia Year 2026, Scaling New Heights” conference here yesterday.
Frost & Sullivan (GIC) Sdn Bhd associate director, Chia Yi Han, said there has been a much greater focus on technology and elaborated how this has and will continue impacting travel trends.
He explained that technology in tourism is moving at a faster pace towards digitalisation, driven by assimilation of artificial intelligence (AI) across all tourism processes, including travel inspiration, planning and the experience itself.
“The algorithms that can be introduced are able to basically study one’s psychographic preferences.
“Here is where we expect to see more digital innovation where AI plays a bigger and more integrated role,” he said.
In addition to that, Wan Kharuddin Ungku Md Khalid, senior vice-president, head of Institutional Sales of HLIB, said VM2026 would very likely create a powerful multiplier effect across aviation, hospitality, retail, food and beverage, and services.
“For Malaysian companies, the tourism upcycle is not just a demand story. It represents an opportunity to scale, differentiate and build long-term competitiveness,” he noted.
“With coordinated efforts and continued industry innovation, Malaysia has a timely opportunity to reinforce its position as a leading destination in the region.”
Meanwhile, the event also featured presentations from other participating companies, including Oriental Kopi Holdings Bhd
and Optimax Holdings Bhd.
Oriental Kopi executive director Callie Chan Yen Min said currently, about 5% to 10% of its total sales are estimated to come from foreign tourists.
“We are very positive on the expansion of Oriental Kopi since the first outlet opened in 2020 in Johor.
“Today we have 28 outlets in Malaysia and Singapore.
“We are poised to keep growing, as we aim to open two more outlets in KLIA 1 and KLIA 2 by early next year.”
Furthermore, Chan highlighted that its target of 10 new store openings annually at Merdeka 118 and TRX is likely to capture significant traffic.
Despite concerns of over-expansion of outlets like OldTown Bhd, Chan said the group’s overall strategy is to capitalise on the regular footfall comprising the surrounding workforce and existing customers.
Optimax executive director and chief executive officer Sandy Tan Sing Yee said prior to the pandemic, foreign patients consisted of between 5% and 10% of its total patients.
“We expect this to increase to 30% from robust initiatives like our roadshow campaigns and we also have a presence in Cambodia and Indonesia already. But we expect the bulk of patients coming in to be from Indonesia,” Tan said.
She added that one key advantage is the local talent expertise and the advanced technology used.
“In fact, one of my uncles from the United States flew to Malaysia to get his surgery done.
“He said it was very accessible, and the operation was done with great precision and the hotel stay was lovely.”
