KUALA LUMPUR: Visit Malaysia 2026 aims to promote the country as a leading global destination and to ensure sustainable growth, says Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing.
He said that the campaign would focus on sustainable tourism, cultural and heritage experiences, as well as adventure and nature-based travel.
“Today’s travellers increasingly seek meaningful, authentic and environmentally conscious experiences,” he said in his speech delivered by ministry deputy secretary-general (management) Surrendren Sathasivam.
Tiong stated that in 2024, the country hosted 38 million international visitors, exceeding pre-pandemic numbers, with receipts hitting a record RM106.8bil.
Domestic tourism also surged, with Malaysians making 260.1 million trips and spending RM107.2bil, up 26.3% from the previous year.
In the first half of 2025, international arrivals rose 17.9% to 20.6 million, while domestic tourism registered 69.7 million trips in the first quarter alone, an 18.9% year-on-year increase.
The September MATTA Fair, held from Sept5 to 7 at the Malaysia International Trade and Exhibition Centre (Mitec), was the largest edition so far. It was expected to draw between 120,000 and 150,000 visitors over three days, with 334 companies occupying 2,049 booths across 10 halls.
MATTA president Nigel Wong said that 10 state tourism organisations, including Johor, Labuan, Langkawi, Melaka, Pahang, Perlis, Putrajaya, Sabah, Sarawak, and Selangor, were participating, with Johor leading with 50 booths, followed by Selangor with over 40, and Sarawak also being strongly represented.
“The domestic hall is fully booked. With renewed interest, innovation and drive, Visit Malaysia 2026 will definitely be a success,” he said.
