Malaysia’s Pahang State is putting its natural assets at the center of its promotional campaign for Visit Malaysia Year 2026. The State, located in Peninsular Malaysia East Coast, aims to draw 15 million visitors over the course of the year.
From its cool highland retreats to Taman Negara—one of the oldest tropical rainforests on Earth—the east coast destination is banking on its diverse landscapes to drive tourism growth.
Visitor numbers have climbed consistently in recent years, rising from 10.18 million in 2022 to 13.2 million in 2023, 13.7 million in 2024 to finally reach close to 14.2 million last year.
State Unity, Tourism and Culture Committee chairwoman Leong Yu Man said the 2026 campaign is expected to generate around RM13.4 billion (US$3.3 billion) in tourism revenue.
“Pahang’s natural attractions—particularly its highlands, eco-tourism offerings and beaches—continue to be major draws for both local and international travelers. We’ve lined up more than 50 international events this year,” she recently indicated during a VM2026 welcome event.
Among the state’s most visited highland destinations are Genting Highlands, Janda Baik and Bukit Tinggi in Bentong, Fraser’s Hill in Raub, and the Cameron Highlands—all expected to maintain strong visitor numbers this year.
Taman Negara continues to be a major draw, especially among European travelers, while Pulau Tioman remains popular for its beaches, marine biodiversity and dense rainforest.
Beyond the well-known coastal spots in Kuantan, Pekan and Rompin, authorities are also stepping up promotion of the Lipis Geopark as part of efforts to secure UNESCO Global Geopark status.
To further support tourism growth, the state government is working to expand air connectivity through Sultan Ahmad Shah Airport.
Currently served by Malaysia Airlines and Scoot—the low-cost arm of Singapore Airlines—officials hope to attract additional carriers, including Sarawak-based AirBorneo, to operate routes to Pahang State capital, Kuantan.
