KUALA LUMPUR: Diversifying tourism markets and aggressive promotional activities are among the strategies undertaken by the Ministry of Tourism, Arts and Culture (Motac) to cushion the impact of the Middle East conflict during Visit Malaysia 2026.
Minister Datuk Seri Tiong King Sing (pic) said Malaysia recorded 17.5 million international visitor arrivals between January and May this year, which is an increase of 3.4% from the corresponding period in 2025.
“To mitigate the impact of global uncertainties and the conflict in the Middle East, the ministry has diversified both its source markets and tourism products,” he said in a written parliamentary reply dated July 14.
This includes implementing more aggressive promotional efforts in relatively stable markets, particularly within the Asia-Pacific region, such as China, Russia, Central Asia and Australia, while further strengthening tourism offerings, including Muslim-friendly tourism.
The ministry continues to strengthen the business events segment to attract high-value visitors and increase visitor expenditure through the Malaysia Con-vention and Exhibition Bureau (MyCEB).
“During the first half of 2026, Malaysia successfully hosted 194 international business events, attracting more than 340,000 delegates and generating an estimated economic impact (EEI) of RM1.82bil,” said Tiong.
MyCEB has also secured 162 international business events which are to be held from the second half of 2026 through to 2030.
“These events are expected to attract 350,686 delegates and generate an estimated economic impact of RM2.53bil for the country,” he said.
“The ministry, together with its agencies, including Tourism Malaysia, MyCEB and the Islamic Tourism Centre (ITC), will continue to intensify efforts to promote Malaysia as a safe, sustainable, multicultural and tourist-friendly destination through targeted marketing campaigns and strategic partnerships with airlines, tourism operators and digital platforms,” he said.
Tiong was responding to a question by Mohd Azizi Abu Naim (IND-Gua Musang) on the latest progress of the Visit Malaysia 2026 campaign and the mitigation measures taken to address the impact of global uncertainties and the conflict in the Middle East, which are expected to affect tourist arrivals.
