Built on 4.5ha of land at a cost of over RM100mil, Masjid Sri Sendayan features artwork and architectural influences from countries such as Egypt, Turkiye, Dubai, Morocco and China. — SARBAN SINGH/The Star
THE Visit Negri Sembilan Year 2026 (TMNS2026) is set to bolster tourist arrivals to the state with a record 25 million visitors expected to throng popular tourism destinations ranging from its gorgeous coasts and beaches, eco-tourism and eco-adventure as well as cultural and heritage spots.
To ensure the programme, last held in 1999, is a resounding success, the state government, in collaboration with industry players, has been carrying out more structured and strategic promotions, while developing more competitive, high-impact products to attract both local and foreign tourists.
Various initiatives have been and are being implemented, including promotions through exhibitions and sales missions, the use of digital platforms, collaborations with travel agents, and the organisation of familiarisation trips to showcase the state’s tourism products and destinations.
Negri Sembilan tourism, arts and culture committee chairman Nicole Tan Lee Koon said that, to ensure the success of TMNS2026, the state government has, among other measures, formulated and implemented several strategic initiatives to improve tourism infrastructure throughout the state.
“Among these were improvements to infrastructure and basic facilities at key destinations such as Teluk Kemang beach in the resort town of Port Dickson and Ulu Bendul Rimba Eco Park in Kuala Pilah, including the upgrading of toilets, surau, car parks, tourist-friendly signage and regular maintenance.
“In addition, tourism sites such as historical complexes, recreational parks and beach areas are also well maintained, with the Seremban R&R serving as a ‘gateway’ for the promotion of local tourism products,” she said.
Tan releasing turtles into the sea at the Glory Beach Resort Turtle Hatchery and Release Centre in Port Dickson. Her support for the conservation project highlights the state’s ongoing efforts to incorporate eco-tourism into its development plans.
Under the 12th Malaysia Plan (2021-25), the state government spent RM31.4mil to build, upgrade, maintain and promote tourism products identified as having high potential to attract tourists and generate economic impact for local communities.
The state government has also begun implementing integrated and sustainable tourism development through high-impact projects such as Seremban Sentral, Pedas Wet World, Arena Seremban and the Port Dickson Waterfront, emphasising a balance between economic progress, environmental preservation and community well-being to ensure the state’s tourism sector develops sustainably and inclusively.
“The state government remains committed to strengthening tourism infrastructure and facilities to ensure the state’s tourism sector remains competitive, sustainable and of high quality.
“This integrated approach is expected to provide the best experience to every visitor and strengthen Negri Sembilan’s image as a major tourism destination ahead of TMNS2026,” she said.
Tan said the tourism sector in Negri Sembilan has shown steady and encouraging growth in recent years.
Following the post-Covid period, tourist arrivals reached 15.3 million in 2023, rising to 18.3 million the following year.
Tourist arrivals in 2025 were also believed to have breached the 20 million mark, driven by sustained promotional efforts and the development of more competitive, experience-based tourism products. International arrivals are also expected to increase further this year. The state welcomed 340,372 foreign tourists in 2023, rising to 450,707 the following year.
Tan (fourth from right) promoting TMNS2026 at the launch of the Long Yi N9 Cultural and Dragon Dance Festival in Nilai.
In the first nine months of 2025, 362,049 foreign tourists visited the state, compared with 344,027 during the same period in 2024, representing a year-on-year increase of 5.2%.
“To maximise the economic spillover from the tourism sector, the state government will adopt a more holistic strategic approach, including strengthening value-chain linkages between tourism and related sectors such as trade, services, culture, and micro, small and medium enterprises.
“At the same time, both existing and emerging destinations will be further optimised through product enhancement, supporting infrastructure, and more focused and targeted promotion,” she said, adding that this would further support the long-term objective of positioning Negri Sembilan as a leading and sustainable tourism destination in Malaysia.
Citing an example, she said tourists visiting Kuala Pilah can stay at Seri Menanti Resort or local homestays, visit Istana Seri Menanti in the royal town, enjoy views of the rice fields and dine in Terachi, learn to cook and savour the popular goat head curry at Gunung Pasir, experience making gula enau (palm sugar) in Terachi, taste the traditional kuih sopang dessert in Ulu Muar, explore the 2.8km Gua Batu Maloi – the longest granite cave in Malaysia – and indulge in the famous apam while visiting the state’s smallest and oldest petrol station in Johol.
Tan said that, apart from its traditional tourism offerings, the state government has been implementing additional programmes to attract tourists in preparation for TMNS2026.
These included the NS Fest, held from Dec 20 to 31 at Dataran Nilai, which attracted 1.5 million visitors, compared with 1.2 million in 2024.
The event, which also provided a platform to stimulate the local economy, generated almost RM8mil in sales.
“We also have the Ngoca festival in Kuala Pilah which attracted some 30,000 tourists last year (2025) as well as the country’s biggest snow theme park, SnowLim Wonderland which also received recognition from the Malaysia Book of Records.
Tan (centre) taking a stroll along Lorong Seni which has been recognised by the Malaysia Book of Records as the longest art alley in the country.
“Another attraction is the Lorong Seni, which has been recognised by the Malaysia Book of Records as the longest art alley in the country,” she said, adding that the project, which features more than 50 murals, cost around RM2.5mil to build.
Tan said efforts have also been made to organise weekend heritage trails, allowing visitors to explore 20 interesting sites in the city, including Istana Hinggap, the Minangkabau-style state legislative assembly building, the state and Jamek mosques, and other non-Muslim places of worship over a century old along Jalan Yam Tuan.
Visitors can also enjoy the Lake Gardens, Tuanku Ja’afar Royal Gallery, Seremban Square, and colonial and heritage buildings such as the old state secretary’s office – also known as the “White House” – King George Secondary School, the country’s second-oldest rubber tree, and the recently opened Pasar Karat Benteng Walk.
She said the Negri Sembilan Tourism Board has also collaborated with Tourism Malaysia to engage influencers in promoting the state’s culture, heritage and tourism products through digital campaigns, creative content and social media activities, with the aim of attracting both domestic and international tourists.
Tan said that, to leverage technology, the authorities have also introduced digital initiatives, interactive QR codes, Fun-Map signage and tourism portals to further promote the state’s tourism products.
Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing also visited the state for three days in September to explore some of its tourism destinations.
These included the Army Museum, the Ornamental Fish Centre and D’ Pelandok Best Homestay (all in Port Dickson), as well as Lorong Seni Seremban, Snowlim Wonderland, San Kau Tong Temple, and Sri Sendayan Mosque. The visits were part of preparations for both Visit Malaysia 2026 and TMNS2026.
“The minister also held a meeting with the Mentri Besar to discuss strategic cooperation between his ministry and the state to strengthen tourism development, attract more domestic and international tourists and formulate a high-impact Calendar of Events (COE) to ensure the success of TMNS2026,” she said.
Tan (third from right) with some of the participants at the Miss Orient Tourism Global Gala Night, which featured a national costume competition celebrating culture, beauty and unity.
Tan said the ministry had also channelled about RM10.4mil to the state in the first 10 months of last year (2025) to improve tourism infrastructure at key locations in the state to ensure the comfort and safety of visitors.
The amount, she said, was the highest among all states.
Tan said the minister’s official visit had also created opportunities for stronger cooperation between the Visit Malaysia 2026 (VM2026) and TMNS2026 secretariats.
This planned effort, she said, should strengthen the state’s image as a leading tourism destination in the region, while helping to increase the presence of domestic and international tourists in conjunction with both Visit Malaysia 2026 and TMNS2026.
“In addition, the plan also involves organising international-class events to attract more foreign tourists, developing more comprehensive and tourist-friendly special tourism packages and improving the quality of services and hospitality among local tourism industry players.
“These measures are hoped to strengthen Negri Sembilan’s tourism ecosystem and increase the state’s competitiveness as a preferred tourist destination in Malaysia,” she said.
Tan said that, to provide more options for local and international tourists and increase the income of homestay operators, the state government has introduced an integrated tourism package combining homestay accommodation with eco-tourism activities, community experiences and cultural heritage.
“Under the programme, tourists stay with host families who are homestay operators, many of whom own traditional houses, experience the daily lifestyle of Malaysian society and take part in community-based tourism activities such as folk sports, cultural events, music and festivals, as well as learn dance and cooking,” she said, adding that the development of homestays has been strengthened as a competitive, quality tourism product that provides direct economic benefits to the local community.
Negri Sembilan currently has nine homestay clusters registered under the Tourism, Arts and Culture ministry.
“Homestays are also promoted using digital platforms and marketing through social media, travel agents and participation in exhibition and sales missions at the national and international levels.
“The operators are also provided with training and guidance to improve the quality of service and guest experience,” she said, adding that tour packages could include homestay experiences as one of the main destinations for tourists.
Tan said that, based on data from the Department of Statistics, Negri Sembilan ranked eighth among Malaysia’s 13 states and three federal territories in terms of domestic visitor numbers.
This, she said, indicates that the state is now one of the country’s key tourism destinations. In terms of ranking, Negri Sembilan moved up one place, from ninth in 2023 to eighth in 2024.
