SEPANG: The Visit Malaysia 2026 (VM2026) logo, mascot and theme song are meant to portray the country as a unique, sustainable and harmonious destination with a multicultural legacy.
In launching the campaign here on Monday (Jan 6), Prime Minister Datuk Seri Anwar Ibrahim hoped it would elevate Malaysia as a key tourism destination and boost the sector nationwide.
“If we look at the theme song for VM2026 titled Surreal Experiences, (it) captures the inclusiveness and encompasses all districts and states in the peninsula, Sabah and Sarawak, each of which has its own strengths," he said in his keynote address at the launch at Hangar 6 of the MAB Engineering Complex.
The Prime Minister also said the campaign aims to generate RM147.1bil in revenue and attract 35.6 million tourists.
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Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing said VM2026 is built on two key pillars: high-yield and sustainable tourism.
Tiong said these reflect the country’s commitment to offer meaningful experiences while protecting Malaysia's unique treasures.
“To achieve this, we have identified three main strategies such as increasing tourist arrivals by converting short visits into extended stays.
“(We hope to encourage visitors to) extend the length of their stay through enriching cultural and eco-tourism experiences, empowering local communities, and improving infrastructure; and encouraging higher spending by promoting niche experiences,” he said in his speech.
The VM2026 logo was also unveiled on Malaysia Airlines, BatikAir and AirAsia aircraft, marking the first time these airlines will display the logo as part of their livery.
VM2026 has also adopted the Malayan Sun Bear, an endangered species and a symbol of Malaysia’s commitment to wildlife conservation, as the official icon for the campaign.
The launch event also featured the exchange of memorandums of collaboration with key strategic partners including the Malaysia Aviation Group, AirAsia, Batik Air, Malaysia Airports Holdings Berhad, Huawei, MasterCard, Shangri-La Kuala Lumpur, Shangri-La Hotels & Resorts, Marriott International, the Malaysian Association of Tour and Travel Agents (MATTA), and The Malaysian Association of Hotels (MAH).
These partnerships aim to enhance connectivity, expand marketing campaigns, and deliver exceptional visitor experiences through innovative technologies, seamless travel experiences, and exclusive promotional offers.
As part of the build-up to VM2026, the Malaysia Sarong Music Run (MSMR) 2025 will be held on Feb 8 at the Petronas Twin Towers, Kuala Lumpur, and is expected to attract over 20,000 participants.
