Global Travel Meet Malaysia 2025

After nearly two decades, Malaysia has revived its international tourism showcase with the return of the Global Travel Meet 2025. The B2B show wants to reconnect professionals with the destination.

” It is worth noting that the last Global Meet organized by Tourism Malaysia was back in 2007. After nearly 20 years, we are back, stronger, more connected, and ready to lead,” declared in his opening speech Khairul Firdaus bin Akbar Khan, Malaysia Deputy Minister of Tourism, Arts and Culture.

The high-profile gathering, held in the capital, drew more than 600 buyers, 400 sellers, and 100 international media representatives, marking a rare occasion where industry leaders, airlines, and tourism boards met under one roof.

The event comes at a time of strong momentum for Malaysian tourism. In 2024, the country welcomed 38 million international visitors, a 31%  increase from the previous year. Between January and July 2025 alone, arrivals topped 24.5 million, with key markets including Singapore, Indonesia, China, Thailand, Brunei, India, the Philippines, South Korea, Australia, and Chinese Taipei.

In his keynote speech, Malaysia’s Deputy Minister of Tourism emphasized that numbers alone do not define success. With sustainability as its compass and innovation as its engine, the ministry is positioning Visit Malaysia Year 2026 as the country’s most ambitious campaign to date. The campaign is aiming to attract 47 million visitors while building long-term legacies in tourism and cultural exchange.

” The event is all about results. Engage fully these next few days, ask questions, propose new ventures, and reach across the aisle. The traveler of today is looking for authenticity, sustainability, and life -changing experiences. Together, let us answer that call. May this event be a catalyst, igniting innovation and also sustainable partnerships, not only for the success of VisitMalaysia 2026, but for a brighter, more connected global community for all,” stated Akbar Khan.

Following his remarks, the Vice-Minister took questions from journalists on Malaysia’s strategies, niche markets, and regional competition. Below are excerpts from the session looking at Malaysia tourism global strategy.

Beyond traditional markets, what niche sectors are you looking at — golf tourism, weddings, for example?

Khairul Firdaus bin Akbar Khan – Yes, niche markets are increasingly important. Our overseas offices, in places like India and the UK, conduct studies and build networks with industry players to identify demand. Golf tourism and destination weddings are two segments where Malaysia can shine, thanks to our facilities, products, and renowned hospitality.

You highlighted in your speech that you welcome feedback from participants to Global Travel Meet 2025 to adjust your product. Are you already fine-tuning your tourism strategy according to the needs of specific markets?

Khairul Firdaus bin Akbar Khan – That’s exactly why we’re hosting Global Travel Meet. It allows us to gather direct feedback from industry players and travel agents. Their insights help us identify new opportunities, adjust our strategy, and address weaknesses. If this format succeeds, we aim to hold another Global Travel Meet in 2026.

Looking ahead, what is Malaysia’s broader tourism promotion strategy?

Khairul Firdaus bin Akbar Khan – Our focus is on sustainability, innovation, and authentic experiences. The modern traveler is looking for more than just attractions; they want life-changing journeys. Our partnerships — with airlines, local industry, and international travel players — are crucial in achieving that.

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