Malaysia targets growth with its ambitious Visit Malaysia 2026 campaign

Asia remains the bulk of international visitors arrivals

Malaysia recorded 42.2 million international visitors’ arrivals in 2025, representing an 11.2% increase compared to the previous year. Singapore, China, Indonesia, Thailand and Brunei remained the top source markets, reflecting continued strength in regional travel demand and cross-border mobility.

Singapore alone generated over 21 million arrivals far ahead from China and Indonesia with respectively 4.66 million and Indonesia with 4.27 million. Outside Asia, the largest inbound markets to Malaysia are Australia, the UK and the U.S.A..

The Visit Malaysia 2026 campaign is an opportunity for Tourism Malaysia to reshape its product around evolving travel trends, including authentic and experience-led travel and sustainability, highlighted Abdul Halim. Among the tools to strengthen Malaysia appeal is the launching of innovative packages and unique destinations.

In parallel, modern travelers increasingly prioritize immersive local experiences while seeking value-driven comfort and personalization enabled by technology. “Travelers are more sophisticated and know what they want,” said the Senior Deputy Director, noting a shift toward quality spending rather than purely volume-based growth.

The campaign then targets key markets across ASEAN, Europe — including the UK, Germany, France and Russia; the United States, Central Asia (Kazakhstan, Turkmenistan and Uzbekistan), East Asia (China, South Korea and Taipei) as well as Australia, India and the Middle East. Sales missions led by Malaysia’s Minister of Tourism, Arts and Culture are planned alongside participation in major global trade shows.

Visit Malaysia 2026 also highlights regional diversity through state-level initiatives such as Visit Johor, Visit Melaka and Visit Selangor, each showcasing unique attractions and experiences. Tourism authorities have scheduled over 300 events across the country throughout the year, aiming to maintain steady visitor flows regardless of seasonality.

Niche segments are also part of Visit Malaysia 2026

Another major focus area is medical tourism, with 2026 designated as Malaysia Year of Medical Tourism. The initiative aims to highlight the country’s strengths in high-quality, affordable healthcare combined with a multicultural environment and seamless travel experience. While Indonesia remains the primary source market for medical travelers, authorities plan to diversify into new regions.

Malaysia is also reinforcing its position as a leading halal-friendly destination. Officials emphasized the country’s established Islamic travel ecosystem, including widespread halal-certified dining, prayer facilities and tailored visitor services. The Middle East remains a strategic market, with increased marketing activity such as participation in key industry events such as Arabian Travel Market.

Beyond leisure travel, Malaysia is seeking to strengthen its competitiveness in the MICE segment as its generated value remains very high.

Increasing accessibility remains a major pillar of the strategy. Abdul Halim confirmed it is working closely with airlines, tour operators and other transportation partners to boost flight frequencies, seat capacity and integrated travel packages. Incentive grants are being deployed through overseas offices to support airline partnerships and joint promotional campaigns designed to stimulate demand.

Jamilah Abdul Halim declined however to disclose the campaign’s total budget or specific arrival targets, noting that final figures will be announced by the tourism minister. However, she told that expectations are high, pointing out that previous Visit Malaysia campaigns have historically generated significant spikes in arrivals.