Tourism Recovery Continues As Malaysia Gears Up For VM2026 Campaign

KUALA LUMPUR, Sept 6 (Bernama) -- Malaysia continues to record strong momentum in both international and domestic tourism recovery as the country prepares for the Visit Malaysia 2026 (VM2026) campaign, said Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing.

Tiong said global tourism had shown remarkable resilience, with international arrivals in 2024 reaching 99 per cent of pre-pandemic levels, while the United Nations World Tourism Organisation (UNWTO) projected further growth of between three and five per cent in 2025.

“Despite potential risks arising from global economic uncertainties and rising costs, Malaysia too has reaped the benefits of recovery. Last year, the country welcomed 38 million international visitors, generating record tourism receipts of RM106.8 billion.

“On the domestic front, Malaysians made 260.1 million trips in 2024, contributing RM107.2 billion in spending, an increase of 26.3 per cent compared to the previous year,” he said in his speech at the opening of the Malaysian Association of Tour and Travel Agents (MATTA) Fair here today.

His speech was delivered by Tourism, Arts and Culture Ministry deputy secretary-general S. Surrendren.

Tiong said the growth trajectory continued into 2025, with Malaysia recording 20.6 million international arrivals in the first half of the year, representing a 17.9 per cent increase year-on-year.

“Domestic tourism also flourished with 69.7 million trips in the first quarter, representing an 18.9 per cent growth. Clearly, travel has become an integral part of our way of life, whether in revisiting familiar destinations or discovering Malaysia’s hidden gems,” he said.

He noted that beyond the encouraging numbers, it was vital for tourism to contribute to protecting the environment, empowering local communities and offering authentic experiences in line with the Malaysia MADANI vision of sustainability, inclusivity, respect and shared prosperity.

Tiong added that the VM2026 campaign would be anchored on five strategic pillars, namely sustainable tourism, cultural and heritage experiences, adventure and nature-based travel, digital innovation and enhanced global connectivity.

“These priorities reflect the evolving preferences of travellers who increasingly seek meaningful, authentic and environmentally conscious experiences,” he said.

Therefore, Tiong commended the MATTA Fair for its important role in strengthening inbound tourism and building momentum for the campaign, noting that the event has long been a premier platform for travel and tourism.

He said the participation of state tourism bodies and industry players in the fair showcased Malaysia’s diverse travel offerings while encouraging domestic tourism, which contributes to economic resilience and community development.

-- BERNAMA