KUALA LUMPUR: Tourism Malaysia is seeking a bigger allocation under Budget 2027 as Malaysia steps up efforts to reach its target of 47 million international tourist arrivals under the extended Visit Malaysia campaign.
Tourism Malaysia director-general Mohd Amirul Rizal Abdul Rahim said increased funding was needed to maintain Malaysia's competitiveness against neighbouring destinations and build momentum towards the target.
He said tourism was a significant contributor to the economy and should continue to receive support.
"We are hoping that Parliament will agree to provide a bigger allocation to the tourism sector because tourism is a low-hanging fruit.
"We contribute 15% to the country's gross domestic product (GDP)," he said after launching the EDU+ 2.0, Eatventure and Taste of Orchard tourism packages at Saloma Kuala Lumpur here on Wednesday (Sept 23).
Malaysia recorded 21.1 million international visitor arrivals from January to June 2026, compared with 20.6 million during the same period in 2025, an increase of 2.5%.
Amirul said the increase was positive but was still below the target for Visit Malaysia, which has now been extended to 2027 due to the crisis in the Middle East.
"We need to create demand. That is why the Prime Minister (Datuk Seri Anwar Ibrahim) has agreed to extend Visit Malaysia Year until 2027," he said.
He said Tourism Malaysia was also diversifying its tourism products to give repeat visitors more reasons to return, while continuing to cater to first-time tourists.
"We cannot only focus on the popular products. For tourists who have already come to Malaysia, they may want to see something different and experience what Malaysia has to offer," he said.
As part of the effort, Tourism Malaysia has launched 108 packages across three niche segments, namely education tourism, gastronomy and agro-tourism.
The EDU+ 2.0 packages combine education with activities such as golf, sports and arts, while Eatventure and Taste of Orchard offer visitors opportunities to experience Malaysian food, farms and local produce.
Amirul said the packages were designed to offer tourists experiences beyond conventional sightseeing.
"For example, when they go to a farm, they do not just stay there. They can learn how tilapia is raised, visit mango and durian orchards and see how traditional food is prepared," he said.
He said the previous EDU+ initiative had attracted about 10,000 international students and generated RM50mil in tourism receipts, involving 19 private education institutions and 43 tourism agency partners.
"Education tourism is becoming increasingly popular, particularly among visitors from neighbouring countries, as well as Japan, South Korea, China and India," he said.
Amirul said the new packages would also create income opportunities for local communities, including farmers, tour guides, food operators and craft entrepreneurs.
