PETALING JAYA: Industry players believe Malaysia can turn global uncertainty into an opportunity and keep Visit Malaysia 2026 (VM2026) on track through expanding air links and stepping up promotion in Asean markets.
Malaysia Inbound Chinese Association (Mica) president Datuk Dr Angie Ng said the West Asia conflict should be seen as a catalyst to pivot more aggressively towards Asian markets.
She noted that, despite declines in some countries, the arrivals data showed that China remained resilient in 2025, with 4.6 million Chinese tourists visiting Malaysia.
This suggests that global uncertainty can also present opportunities.
“Many people are hesitant to travel long-haul during conflicts, but those who are used to going abroad will look for safe, nearby destinations. Asia is now the first choice of Chinese visitors,” she said.
Ng sees strong potential in several niche segments, including Chinese Muslim tourists, a market she estimates at 40 million people.
To seize the opportunities, she said Mica is stepping up its promotions in China this year, with the association working with airlines and Chinese wholesalers to subsidise airfares in the low season and sell more Malaysian travel packages from major first-tier cities, such as Guangzhou and Shenzhen.
She added that tailored Muslim-friendly tour packages for Chinese Muslims will also be a key focus, as many in that community are still unaware that Malaysia is a Muslim-majority country offering halal food and facilities.
“We cannot afford to wait for the war to end. We must adjust now – strengthen the China market and tap into Chinese Muslims, students and silver-hair travellers – so that VM2026 can stay on course,” she said when contacted.
Your Inbound Matters founder Uzaidi Udanis said Malaysia already has the basics in place and should now focus on lifting the overall visitor experience.
“We have the infrastructure – from snorkelling in Terengganu to more than 6,000 mosques. What we offer is often better and more affordable than other countries.
“We just need to leverage it for VM2026,” he said, calling for more direct flights and wider use of digital platforms by operators.
Malaysian Association of Tour and Travel Agents (MATTA) president Nigel Wong said Malaysia is well placed as an alternative destination for tourists from India, China and Europe who are worried about safety and rising costs, adding that its multicultural and Muslim-friendly environment is a key draw.
He said interest from Western markets remains strong and must be matched with consistent promotion to translate into arrivals.
Last year’s arrival figures show Malaysia’s tourism rebound is being driven by nearby Asian markets, with Singapore, Indonesia, and Thailand still anchoring overall numbers.
China has surged by about 25% year-on-year, establishing itself as the fastest-growing major market.
Strong double-digit growth from Japan and a steady rise from South Korea further underline how South-East Asia, China, Japan and South Korea are now providing the main lift to keep VM2026 targets within reach.
According to the Tourism, Arts and Culture Ministry, Malaysia handled 169,877 international flights and 34.2 million seats in 2025, operated by 92 airlines across 498 international routes.
A total of 59 new scheduled and 30 new charter routes were added, linking 23 countries/regions to 11 Malaysian airports, with China contributing the most new services (18 scheduled, 20 charter).
