LONDON: Malaysia aims to attract over 500,000 tourists from the United Kingdom for Visit Malaysia 2026, says Datuk Seri Dr Ahmad Zahid Hamidi.
The Deputy Prime Minister highlighted that the UK remains one of Malaysia's strongest European markets.
"In 2024 alone, 390,035 UK travellers visited Malaysia, contributing over RM2.5bil in visitor receipts.
"We are truly grateful for this continued support. I am confident we will surpass 500,000 UK arrivals next year," he said during his speech launching Visit Malaysia 2026 in the UK on Tuesday (June 3).
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Ahmad Zahid emphasised the significance of launching the campaign in London, a hub of culture, trade, and travel.
"Today, we invite the world, starting in the UK, to rediscover Malaysia in all its colour, charm, and diversity. Tourism is more than economic activity. It brings people together, creates memories, and builds understanding," he said.
He noted Malaysia’s tourism sector has shown extraordinary resilience and growth.
"In 2024, we welcomed 38 million international visitors, a 31.1% increase from the previous year, and 8.3% higher than pre-pandemic levels in 2019. Visitor receipts reached RM106.78bil, a remarkable 43.7% growth year-on-year," he said.
Between January and April, Malaysia recorded 13.4 million international arrivals, marking a 21% increase compared to the same period last year.
"Recently, when I chaired the Cabinet Committee on Tourism and Culture, we approved 103 new international routes, 29 additional frequencies, and 5 charter flights.
"These routes are gateways to opportunity for travellers, operators, and investors alike," he said.
Visit Malaysia 2026 is not just another promotional campaign, Ahmad Zahid said.
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"It is a national agenda to position tourism at the heart of Malaysia’s economic and cultural growth," he said.
Ahmad Zahid added that there are five key pillars at the heart of Visit Malaysia 2026: sustainability, culture and heritage, adventure and nature, digital innovation, and global connectivity.
"These pillars reflect the evolving values of today’s travellers, particularly from markets like the UK. Travellers seek experiences that are real, enriching, and responsible," he said.
Malaysia will roll out flagship programmes, such as the Malaysia Mega Sale and the World Tourism Day & Conference, to amplify its vibrancy globally.
Visitors will discover a country rich in contrast and character, he said.
"From the dazzling skyline of Kuala Lumpur to UNESCO-listed heritage towns, pristine beaches to ancient rainforests, and bustling markets to serene retreats," he said.
Visit Malaysia 2026 is more than a campaign to boost tourist arrivals, Ahmad Zahid said.
"It’s a call to connect, rediscover, and build stories that stay with us. The benefits of travel should be felt by visitors and the communities that make Malaysia special," he added.
The event is part of the Deputy Prime Minister's four-day working visit to Britain, aimed at strengthening bilateral ties.
