Malaysia will officially launch Visit Malaysia 2026 (VM2026) tomorrow, marking the beginning of a nationwide tourism drive aimed at strengthening the country’s position as a leading travel destination in the region.
More than a promotional campaign, VM2026 is being positioned as a key economic catalyst, designed to increase both domestic and international tourist arrivals through high-value and diverse travel experiences tailored to modern global travellers.
Ministry of Tourism, Arts and Culture (MOTAC) secretary-general Datuk Shaharuddin Abu Sohot said the campaign was crafted to maximise Malaysia’s core strengths — its cultural diversity, natural attractions and rich heritage — while further strengthening the global appeal of the “Malaysia Truly Asia” brand.
He said Malaysia is fully prepared for VM2026, which is being implemented through a multidimensional strategy focusing on improved connectivity, stronger strategic partnerships and the development of sustainable, high-value tourism offerings.
“The main objective of VM2026 is to attract quality visitors through experiential tourism, while ensuring inclusive growth that benefits local communities across the country,” he told Bernama.
Under the campaign, Malaysia is targeting 47 million international tourist arrivals, while continuing to recognise the vital role of domestic tourism.
Throughout 2026, more than 300 major events will be held under the VM2026 Calendar of Events, including the Petronas Grand Prix of Malaysia, the Rainforest World Music Festival and the Malaysia Agriculture, Horticulture and Agrotourism Exhibition (MAHA).
Shaharuddin said the country will also usher in the new year with special celebrations at 55 international entry points and major transport hubs nationwide in conjunction with the official launch of VM2026. This includes the VM2026 Countdown Festival on Dec 31, 2025, at Pavilion Kuala Lumpur.
He said the event is a strategic collaboration between MOTAC, Tourism Malaysia, Pavilion Kuala Lumpur and The Fame Events, setting the tone for a year dedicated to driving the VM2026 agenda.
Highlighting what differentiates VM2026 from previous campaigns, Shaharuddin said it is built around two main themes — ‘Sustainable Destinations’ and ‘Culturally Rich Experiences’. These themes showcase Malaysia’s natural treasures such as the tropical rainforests of Sabah and Sarawak, Langkawi UNESCO Global Geopark and Taman Negara.
The campaign also emphasises wildlife conservation, including the protection of endangered species such as the sun bear, orang utan and Malayan tiger, reflected in the selection of the sun bear as the official VM2026 mascot.
Beyond nature-based tourism, VM2026 highlights Malaysia’s cultural heritage and diverse lifestyles through UNESCO World Heritage Sites in George Town and Melaka, while promoting traditional crafts such as batik, songket, pewterware and woodcarving.
Positioning Malaysia as an “Affordable Luxury Destination”, shopping initiatives like the Malaysia Mega Sale Campaign (MMSC) and Malaysia Year-End Sale (MYES) will be introduced to encourage visitor spending.
Shaharuddin said these efforts align with the United Nations Sustainable Development Goals (UNSDG), reinforcing Malaysia’s commitment to balancing tourism growth with environmental protection and social responsibility.
To maintain service quality, Tourism Malaysia continues to strengthen initiatives that promote longer stays, higher visitor spending and deeper engagement. This includes inclusive travel packages for all segments of society, including persons with disabilities (PwD), such as the therapeutic scuba diving programme, Diveheart Malaysia.
In support of VM2026, various grants have been allocated, including the Malaysia Tourism Promotion Grant, Craft Industry and Tourism Sector support grants, as well as the International and Charter Flight Matching Grant (GSPC).
“Visitor spending across accommodation, food and beverage, retail, transportation, entertainment and MICE will further strengthen Malaysia’s position as a regional aviation and tourism hub,” he said.
Shaharuddin added that VM2026 is a national strategy to stimulate economic growth, create quality employment, empower communities and enhance public wellbeing, while positioning Malaysia as a sustainable and competitive global tourism destination.
A wide range of tourism-related economic activities have also been planned throughout 2026 to ensure that the benefits of the campaign reach every state, covering both urban and rural destinations.
“The key message is clear — Malaysia is a world-class tourism destination that is sustainable, culturally vibrant, inclusive and offers high-value experiences at affordable prices,” he said.
