INTERACTIVE: Visit Malaysia campaigns deliver strong results

Cultural performers from the Sarawak Department of National Culture and Arts (JKKN) — (from left) Annabelle Jesaa, Nurdiyana Baharin and Siti Mazura Hassan — flash bright smiles as they promote the Visit Malaysia 2026 – Truly Asia campaign during the Star Karnival Cuti-Cuti Malaysia at Plaza Merdeka, Kuching.— ZULAZHAR SHEBLEE/The Star

PETALING JAYA: Previous Visit Malaysia campaigns have helped the country develop into one of Asia's leading tourist destinations.

Figures from the United Nations Tourism Organization (UN Tourism) show steady growth in arrivals to the country over the years, marked by notable increases during Visit Malaysia years.UN Tourism’s data show that the number of visitors to Malaysia grew from 7.4 million in 1995 to 25 million in 2024.

Tourist arrivals this year stood at 17.8 million at the end of August, and the target for Visit Malaysia 2026 is 35.6 million.

Five previous Visit Malaysia Years have been held since 1990, though the fifth edition in 2020 had to be cancelled due to the Covid-19 pandemic.(see graphic)

The most successful was Visit Malaysia Year 2014, which carried the tagline “Celebrating 1Malaysia, Truly Asia.”

The campaign drew 27.4 million visitors, just shy of its target of 28 million.

Its success made Malaysia the most visited country in South-East Asia that year, ahead of Thailand (24.8 million) and Singapore (11.9 million).

According to UN Tourism data, Malaysia has maintained its position among Asia-Pacific’s tourism leaders since the mid-1990s, outperforming other major destinations such as Japan, India and Thailand in several years.

In 1995, for instance, Malaysia recorded 7.4 million international arrivals, ranking second only to China and Hong Kong.

For over a decade, from 2000 to 2012, Malaysia stood out as the region’s tourism leader, second only to China in Asia-Pacific and first in Southeast Asia.