KUALA LUMPUR, Dec 31 (Bernama) -- Malaysia officially ushers in Visit Malaysia 2026 (VM2026) tomorrow, marking the start of a large-scale national tourism campaign to strengthen the country’s position as a premier travel destination in the region.
More than just a campaign, VM2026 is being positioned as a new economic driver, aiming to boost domestic and international arrivals through high-value, diverse travel experiences that meet the needs of today’s global travellers.
Ministry of Tourism, Arts and Culture (MOTAC) secretary-general Datuk Shaharuddin Abu Sohot said the campaign was designed to fully leverage Malaysia’s core strengths, its cultural diversity, natural assets and heritage, while further reinforcing the ‘Malaysia Truly Asia’ brand on the global stage.
He said Malaysia was now in a high state of readiness for VM2026, which was being implemented through a multidimensional approach that emphasised enhanced connectivity, stronger strategic collaborations, and the growth of sustainable, high-value tourism.
“The main focus of VM2026 is to attract quality visitors through experiential tourism offerings, while ensuring inclusive growth and benefits for local communities nationwide,” he told Bernama.
VM2026 is targeting 43 million international tourist arrivals, while continuing to recognise the important contribution of domestic tourists.
Throughout 2026, more than 300 major events will be organised under the VM2026 Calendar of Events, including the Petronas Grand Prix of Malaysia, Rainforest World Music Festival, and the Malaysia Agriculture, Horticulture and Agrotourism Exhibition (MAHA).
Shaharuddin said Malaysia would also welcome the new year with special celebrations at 55 international entry points and major transport hubs nationwide in conjunction with the official launch of VM2026, including the VM2026 Countdown Festival on Dec 31, 2025, at Pavilion Kuala Lumpur.
“This prestigious event is a strategic collaboration between MOTAC, Tourism Malaysia, Pavilion Kuala Lumpur and The Fame Events. It will set the tone for a year filled with aspiration in driving VM2026,” he said.
On what sets VM2026 apart, Shaharuddin said the campaign focused on two main themes, namely ‘Sustainable Destinations’ and ‘Culturally Rich’ experiences, showcasing natural wonders such as the tropical rainforests of Sabah and Sarawak, the Langkawi UNESCO Global Geopark and Taman Negara.
The campaign, he added, also supported wildlife conservation and protection efforts, including 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 the natural attractions, VM2026 also showcases the richness of Malaysia’s cultural heritage and diverse way of life via UNESCO World Heritage Sites in George Town and Melaka, while promoting traditional arts and crafts, such as batik, songket, pewterware and woodcarving.
In positioning Malaysia as an ‘Affordable Luxury Destination’, he said shopping campaigns such as the Malaysia Mega Sale Campaign (MMSC) and Malaysia Year-End Sale (MYES) would be held to encourage visitor spending.
“These initiatives are in line with the United Nations Sustainable Development Goals (UNSDG) to strengthen a resilient and sustainable tourism ecosystem, reflecting Malaysia’s commitment to balancing global tourism growth with environmental and social responsibility,” he said.
To ensure service quality, he said Tourism Malaysia remained committed to strengthening quality tourism initiatives that encouraged longer stays, higher spending and deeper engagement.
These efforts, Shaharuddin said, also included the introduction of travel packages that were inclusive for all segments of society, including persons with disabilities (PwD), such as the therapeutic scuba diving programme, Diveheart Malaysia.
To support VM2026, various grants are being 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).
“Spending by visitors across accommodation, food and beverage, retail, transportation, entertainment and MICE (Meetings, Incentives, Conferences and Exhibitions or business events) will strengthen Malaysia’s position as a regional aviation and tourism hub,” he said.
VM2026, Shaharuddin added, was a national strategy to stimulate the economy, create quality jobs, empower communities and enhance the wellbeing of the people, while positioning Malaysia as a sustainable and competitive global tourism destination.
A wide range of tourism-related economic activities have also been comprehensively planned throughout 2026 to ensure the benefits of the campaign reach every state, including both urban and rural destinations.
“The key message is that Malaysia is a world-class tourism destination - sustainable, culturally vibrant and inclusive, while offering high-value experiences at affordable prices,” he said.
-- BERNAMA
