Historic state takes centre stage as campaign targets over 35 million tourist arrivals
MELAKA: As the official launch venue for Visit Malaysia 2026 (VM2026), Melaka is set to capture global attention, elevating the historic state as a premier stage for international tourism, says Chief Minister Datuk Seri Ab Rauf Yusoh.
He said the launch by Prime Minister Datuk Seri Anwar Ibrahim at Encore Melaka today coincides with this year’s World Tourism Day and World Tourism Conference for the first time.
He said the VM2026 campaign – themed “Malaysia Truly Asia” and “Surreal Experience” – is targeting more than 35.6 million tourist arrivals, making it one of the nation’s most ambitious initiatives to strengthen Malaysia’s standing as a world-class destination.
“The launch will mark a historic milestone for the state, as more than 155 international delegates, including members of the United Nations World Tourism Organisation, will converge in the state for World Tourism Day and the World Tourism Conference.”
Ab Rauf said this in his address at the opening of the Visit Malaysia Travel Meet 2025 (VMTM 2025) at the Melaka International Trade Centre in Ayer Keroh yesterday.
Also present were Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing and Tourism Malaysia director-general Datuk P. Manoharan.
Ab Rauf said today’s festivities will begin at 6pm, with the highlight being a special performance by national songstress Datuk Seri Siti Nurhaliza alongside Misha Omar.
It will take place at the Straits of Malacca and will be complemented by a spectacular drone light show.
In line with Malaysia’s aspiration to strengthen its position as a world-class tourism hub, Ab Rauf said that the three-day VMTM 2025 serves as a strategic platform, uniting over 400 industry players from across the country.
“This event is a bridge to expand international networks, pioneer new investment opportunities, and open avenues for collaborations that can propel the nation’s tourism industry to greater heights.
“I believe the benefits of this event will flow to all levels of society, from small community-based enterprises to the leading players in the tourism industry,” he added.
Meanwhile, Manoharan said domestic tourism continues to be the backbone of Malaysia’s travel industry, with 260 million local visitors recorded in 2024 and another 143.5 million in just the first half of 2025.
He noted that VMTM 2025 brings together some 200 exhibitors from across the tourism industry, ranging from travel agencies to hospitality operators, with the aim of presenting Malaysia more widely to international industry partners.
“Each state has its own unique attractions, and through this platform, we can share deeper stories about our destinations,” he said in his speech.
Manoharan said the programme also seeks to ensure all tourism players, particularly travel agents, greet foreign partners with professionalism and guarantee visitors feel safe.
“Malaysia’s advantages, its multicultural and multilingual society, affordability, and diverse cultural experiences, are being positioned as key drivers for growth,” he said.
He also said that VMTM 2025 is regarded as a crucial initiative aimed at enhancing confidence among international stakeholders, in conjunction with World Tourism Day and the World Tourism Conference.
Beyond promoting holiday packages, the initiative is expected to expand Malaysia’s role in hosting meetings, incentives, conferences and exhibitions.
“The initiative also provides space for local artists, cultural practitioners and communities to showcase their creativity and heritage,” he said.
Manoharan said that the event is directly aligned with National Tourism Policy 2020-2030, which prioritises sustainability, integration and competitiveness.
“With this vision, tourism will fuel economic growth and support community development, protect the environment and reinforce Malaysia’s position as a premier destination in the region,” he said.
