(From left) Shahrin, Imran, Yeoh, Wong, Penang Global Tourism CEO Ooi Chok Yan and Iconic Marjorie Hotel group general manager Kevin Cheah flanked by VM2026 mascots Wira and Manja at the event.
Tourism Malaysia says niche attractions will help cement nation’s position as global travel destination
DIVERSIFYING tourism offerings is crucial in helping the country position itself as a preferred global travel destination.
Tourism Malaysia deputy chairman Datuk Yeoh Soon Hin said with Visit Malaysia 2026 (VM2026) on the horizon, all states should aim to introduce new tourism products, especially in niche segments.
Noting that travellers are always on the hunt for new experiences, he pointed to special interest markets like ecotourism, health tourism, cultural tourism and agrotourism as areas of opportunity.
He said it would be timely since Malaysia’s role as Asean chair this year enabled it to spearhead sustainable and inclusive tourism within the region.
Yeoh said this was also reflected in the VM2026 theme of “Malaysia: A Sustainable and Culturally Rich Destination”.
“The campaign’s success will depend on well-planned and effective promotional efforts.
“I urge all parties to embrace this as a national mission,” he said during an engagement session with Penang’s tourism industry stakeholders in Bayan Lepas.
“We must focus on innovating new tourism products, expanding market reach and improving facilities and services to create more meaningful and quality visitor experiences.
“Another key factor is improving connectivity between Malaysia and second and third-tier cities in other countries.
“We are working closely with the Transport Ministry, Malaysia Airport Holdings Bhd and airlines to increase flights and develop new routes,” he added.
Yeoh cited central Asia as a key growth region to tap into.
Currently, the main markets are Singapore, Indonesia, China, Thailand, Brunei, India, the Philippines, South Korea, Australia and Taiwan, he said.
Yeoh said travellers from these countries made up the bulk of the 38 million visitors to Malaysia in 2024.
That number represented a 31.1% increase from 2023.
“Up to February, Malaysia welcomed 6.7 million visitors, which are also 31.1% and 14.5% increases compared to the same periods in 2024 and 2019 respectively.
“Overall for 2025, Malaysia targets 45 million arrivals. This is expected to generate tourism revenue of RM270bil,” he added.
State tourism and creative economy committee chairman Wong Hon Wai said Penang International Airport had averaged 320 flights weekly as of February this year.
This is a significant rise from the 284 and 208 weekly flights recorded in February 2019 and 2016 respectively – translating to a roughly 54% increase in just under a decade.
“Our air links were strengthened by the introduction of several direct routes last year from cities across China, India, South-East Asia and the Middle East.
“Penang’s hotels welcomed a total of 8.24 million guests in 2024, which was a 13.3% increase from 2023.
“In terms of capacity, some 2,200 new rooms were also added in the past year.
“These figures not only reflect Penang’s appeal as a prime tourism destination but also the confidence of investors in the state’s tourism prospects,” said Wong.
The engagement session was attended by several hundred representatives from government agencies, airlines, hotels, tourist attractions and local operators.
There were a series of presentations interspersed by high-tea and the appearance of the VM2026 campaign mascots – Wira and Manja – that are Malayan sun bears.
Also present were Tourism Malaysia deputy director-general of planning Shahrin Mokhtar and Motac deputy secretary general of management Imran Abdullah.
Tourism, Arts and Culture Ministry (Motac) has allocated RM400mil for marketing activities pertaining to VM2026.
A further RM130mil will also be disbursed through support grants.
These are the Geran Galakan Melancong, Geran Sokongan Sektor Pelancongan and Geran Sektor Penerbangan dan Charter.
For information, go to www.tourism.gov.my
