KUALA LUMPUR: As Visit Malaysia 2026 (VM2026) draws closer, the tourism industry is looking beyond Asean, with renewed attention on European and Central Asian visitors.
Malaysian Association of Tour and Travel Agents (MATTA) president Nigel Wong said that with interest from Asean tourists remaining steady, it is time to look elsewhere.
“Europian countries with high visitor potential include Croatia and Georgia. Countries from Central Asia are also being explored.
“We are also looking at reinvigorating previous traditional markets like Poland and the Netherlands,” he said.
Wong said VM2026 must not be considered a one-off, but as a springboard towards elevating the country’s tourism status and appeal.
“We need to look at strategies on how to keep interest growing. This effort must be taken by both the government and private sector,” he added.
Wong said foreign tourists aged between 20 and 30 have been coming here more frequently.
“They usually look for elements of culture, food and nature-based activities,” he pointed out.
He noted that Chinese tourists typically visit during the Golden Week celebrations, whereas European visitors tend to seek refuge from their winter season.
“There is also increased interest in destinations like Ipoh, Penang, Melaka, Sabah and Sarawak,” he added.
Malaysia Tourism Federation president Dr Sri Ganesh Michiel said the local top attractions continue to be Kuala Lumpur, Genting Highlands, Penang, Langkawi, Sabah and Sarawak.
“There is also growing interest in ecotourism destinations like Cameron Highlands, Tasik Kenyir and Kota Baru. Johor Baru is also a top draw, mainly among Singaporeans,” he said.
Chinese and Indian tourists are drawn to urban experiences, shopping and island getaways.
“Middle Eastern visitors prefer family-oriented, luxury destinations such as Langkawi and Kuala Lumpur, while Europeans often explore cultural and nature-rich sites in Sabah, Sarawak and heritage towns like George Town and Melaka,” he said.
Sri Ganesh called for stronger collaboration at the federal, state and industry levels.
“We anticipate 2026 to be a strong rebound year, targeting high-value, longer-staying tourists rather than just volume.
“Regulations on short-term rental accommodations and online travel agents must also be in place before VM2026,” he said.
