KUALA LUMPUR: Malaysia’s tourism sector exceeded expectations in 2025, attracting 42 million visitors, prompting the government to consider raising its goal for Visit Malaysia 2026.
Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing said the original target for 2026 was set at 43 million visitors, but the strong performance last year may lead to an upward revision to capitalise on the momentum.
He said the record-breaking numbers are a testament to the effectiveness of promotional strategies.
He said Tourism Malaysia would intensify global promotional efforts, focusing on high-spending markets, including China, Singapore, Asean countries, and Europe.
“China is a huge market. Many still only know Kuala Lumpur and Sabah, while other destinations remain unfamiliar. Continued promotion is crucial.
“We are targeting second-tier cities and working with airlines to reduce transit times from three to five hours down to about one hour,” he said after launching the Rasa Malaysia promotion, a collaboration between Tourism Malaysia and Oriental Kopi.
He added that rising visitor arrivals would benefit small and medium enterprises (SMEs) and support broader economic growth.
Tiong said the ministry would launch its official tourism calendar by the end of this month, with Tourism Labour Day and a music festival in Bukit Bintang set to headline upcoming events.
The Tourism Labour Day celebration would coincide with a Water Musical Festival, running for three days from May 1, he said.
“Certain roads in Bukit Bintang will be closed to accommodate the celebrations. We are finalising arrangements and will announce details soon,” added Tiong.
As part of Visit Malaysia 2026, over 300 events will highlight the nation’s multicultural identity, artistic heritage, and festive traditions.
Key celebrations include the Chinese New Year, Hari Raya Aidilfitri, Deepavali and Christmas festivals, along with cultural events such as Tadau Kaamatan and Gawai Dayak.
Tiong also encouraged greater promotion of Malaysian cuisine, noting its role in showcasing the country’s culture.
He said there are no restrictions on the spelling of local delicacies.
“As long as it promotes local cuisine, operators are free to create their own brand, variety and interpretation of the food,” he added.
