PETALING JAYA, 9 January 2025 – The Ministry of Tourism, Arts and Culture (MOTAC) through its agency, Tourism Malaysia conducted an engagement session with tourism industry players and stakeholders in the central region echoing with the recent launch of Visit Malaysia 2026 (VM2026) Campaign officiated by the Honourable Prime Minister, YAB Dato' Seri Anwar Ibrahim.

The engagement session was launched by Tourism, Arts and Culture Minister, YB Dato Sri Tiong King Sing which was attended by leading industry players, associations, airlines, hoteliers, travel agencies and product owners. Also present at the session were Tourism, Arts and Culture Ministry (MOTAC) Secretary General YBhg. Datuk Wira Roslan Tan Sri Abdul Rahman, Tourism Malaysia Director General YBhg. Datuk Manoharan Periasamy, Tourism Malaysia Board Members and MOTAC with Tourism Malaysia senior officials.

The initial engagement session in 2025 aimed to provide a comprehensive overview of the Visit Malaysia 2026 (VM2026) Campaign and its strategic roadmap as well as updates on the incentives alongside matching grants offered by the Ministry, such as Galakan Melancong (GAMELAN), Geran Sokongan Sektor Pelancongan (GSSP) and Geran Sektor Penerbangan dan Carter (GSPC). Following this, a business matching was held to ensure a high-impact programme and a faster conversion rate in achieving the shared objective of attracting 35.6 million tourists and generating RM147.1 billion in revenue for VM2026.

The VM2026 roadmap is built on three core strategies – creating demand, increasing traffic, and prioritising target markets. Key initiatives would include branding and marketing blitz, strategic partnerships for joint promotions with tactical campaigns and market segmentation. At the event, YB Dato Sri Tiong King Sing also witnessed the exchange of Certificate of VM2026 Collaboration between Tourism Malaysia and 39 strategic partners*.

“The collaboration between the Ministry of Tourism, Arts and Culture with 39 strategic partners—from tourism associations, transportation services, and domestic media—is a testament to the valuable synergy between the public and private sectors. By working together on joint initiatives and activities, we aim to further promote Malaysia’s diverse tourism offerings and position the country as a top travel destination. Through this non-exclusive partnership, we look forward to leveraging their expertise to support the aspirations of Visit Malaysia 2026,” said Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture, Malaysia.

Malaysia welcomed 22.5 million tourist arrivals from January to November of 2024 marking a growth of 26% compared to the same period in 2023. The top ten tourist-generating markets were Singapore, Indonesia, China, Thailand, India, Brunei, South Korea, Philippines, Australia and Chinese Taipei.

*Strategic Partners

Malaysian Association of Hotel Owners (MAHO), Malaysia Budget & Business Hotel Association (MyBHA), Malaysian Inbound Tourism Association (MITA), Malaysia Inbound Chinese Association (MICA), Persatuan Syarikat Pengendalian Pelancongan Bumiputera Malaysia (BUMITRA), Malaysian Chinese Tourism Association (MCTA), Malaysian Indian Tour & Travel Association (MITTA), Kuala Lumpur Tourism Association (KLTA), Malaysian Tourist Guides Council (MTGC), Malaysian Association Themepark & Family Attractions (MATFA), Malaysian Association of Convention & Exhibition Organisers Suppliers (MACEOS), Persatuan Kampungstay & Homestay Malaysia, Pertubuhan Homestay Malaysia (Homestay), National Association of Private Educational Institutions (NAPEI), Malaysia Healthcare Travel Council (MHTC), Malaysia Retail Chain Association (MRCA), Malaysia Retailers Association (MRA), Persatuan Pengurusan Kompleks Malaysia (PPK), Association of Malaysian Spas (AMSPA), Malaysian Association of Wellness & Spa (MAWSPA), Astro Malaysia Holdings Berhad, Star Media Group Berhad, Media Prima Omnia, Rangkaian Televisyen Malaysia (RTM), Grup Majalah Karangkraf Sdn Bhd, BERNAMA , The China Press Berhad, Nanyang Siang Pau Sdn Bhd, Sin Chew Media Corporation Bhd, Makkal Osai, Sarawak Media Group Sdn Bhd, See Hua Group, Kwong Wah Daily, Gaya Travel Magazine, Santai Travel Magazine, KL Hop on Hop Off (KL HoHo), Express Rail Link Sdn Bhd (REL), Prasarana Malaysia Berhad, Keretapi Tanah Melayu Berhad (KTMB).

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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 Year, 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).

Furthermore, Tourism Malaysia actively endorses the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT), working towards the realisation of the IMT-GT Visiting Year 2023-2025, with the shared aim of promoting the region as a unified tourism destination. For more information, visit Tourism Malaysia’s social media accounts on Facebook, Instagram, Twitter, YouTube, and TikTok.

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