LONDON, 3 June 2025 – YAB Dato’ Seri Dr. Ahmad Zahid Hamidi, the Deputy Prime Minister of Malaysia, today officially launched the Visit Malaysia 2026 (VM2026) campaign in London, marking a significant initiative to engage the UK travel market.

This strategic launch, a key part of the DPM’s current working visit in the United Kingdom, is designed to significantly boost tourist arrivals from the UK and strengthen partnerships with key British travel and tourism industry stakeholders, including travel trade partners, media and airlines to explore new avenues for collaboration and growth.

VM2026 is anchored on five strategic pillars: sustainable tourism, cultural and heritage experiences, adventure and nature-based travel, digital innovation, and enhanced global connectivity. These focus areas reflect the evolving preferences of today’s travellers, who seek authentic, meaningful, and environmentally conscious experiences. Through this focused approach, VM2026 aims to deliver travel offerings that resonate deeply with modern audiences while supporting long-term industry growth and community development.

The UK remains one of Malaysia’s top European source markets, apart from France and Germany, contributing 390,035 visitors in 2024. With enhanced air connectivity, including the recent resumption of British Airways’ daily direct service to Kuala Lumpur, which complements Malaysia Airlines’ existing route, Malaysia is well-positioned to welcome even more UK travellers in the years ahead.

Malaysia offers a rich, multifaceted travel experience, blending vibrant urban centres, deep cultural heritage, pristine natural landscapes, and world-renowned hospitality. From the iconic skyline of Kuala Lumpur to ancient rainforests, cool highland retreats, and idyllic island beaches, the nation offers an unparalleled diversity of attractions. Its well-developed tourism infrastructure, widespread use of English, and tradition of warm, multilingual hospitality make Malaysia an accessible and welcoming destination, especially for UK travellers. This unique combination of diversity, ease of travel, and a genuine sense of connection form the cornerstone of VM2026 - a flagship national tourism campaign dedicated not just to increasing visitor arrivals but to enriching the quality and depth of every traveller’s experience.

In 2024, Malaysia welcomed 38 million international visitors - a 31.1% increase from 2023 and 8.3% above pre-pandemic 2019 levels. Visitor receipts also surged, generating RM106.78 billion, reflecting a substantial 43.7% growth over 2023 and exceeding 2019 figures by 20%. This positive trend has continued into early 2025, with the first four months (January to April) recording 13.4 million visitor arrivals, a 21.0% year-on-year increase.

For more information on travelling to Malaysia, please visit https://www.malaysia.travel.

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About Tourism Malaysia

Malaysia Tourism Promotion Board, also known as Tourism Malaysia, is an agency under the Ministry of Tourism, Arts & Culture Malaysia. It focuses on the specific task of promoting Malaysia as a preferred tourism destination. Since its inception, it has emerged as a major player in the international tourism scene.

The next Visit Malaysia, set to take place in 2026, will commemorate the sustainability of the nation’s tourism industry, which is also in line with the United Nations Sustainable Development Goals (UNSDG). For more information, visit Tourism Malaysia London’s social media accounts on Facebook and Instagram.

For enquiries, please contact:

Jess Hopton
PR Director C/O ATW Travel Marketing
jess@atwtravelmarketing.com

Sulaiman Suip
Director Tourism Malaysia London
sulaiman@tourism.gov.my

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