‘Malaysia is a country unlike any other: Full of promise and fragility. Its history, cultural and religious diversity make it a rich, compelling and surprising land.’
– Christopher R Hill, US diplomat
Visit Malaysia Year is not new to most of us. We have seen it organised several times before, with the most recent edition held in 2014.
Naturally, there is hope that Visit Malaysia 2026 (VM2026) will be different – more impactful, better coordinated and ultimately more successful than all previous campaigns. Expectations are higher this time, and rightly so, given the intense regional competition for tourists and investment.
There is also a renewed sense of optimism because VM2026 is now being spearheaded by a new minister, Datuk Seri Tiong King Sing. He is widely seen as a dynamic, results-driven and business-minded leader, one who understands that tourism today is not just about slogans and festivities, but about clear targets, strong partnerships and effective execution.
With a more strategic approach and a sharper focus on outcomes, many are hopeful that, under his stewardship, VM2026 will not only revive international interest in Malaysia but also deliver tangible returns that justify the scale and ambition of the campaign.
VM2026 is being positioned as far more than a routine tourism promotion. Launched symbolically on 1 January with coordinated welcoming ceremonies at major airports, land checkpoints and transport hubs nationwide, the campaign reflects a deliberate effort by the government to signal Malaysia’s readiness to receive the world with warmth, professionalism and unity.
The presence of Minister Tiong at Kuala Lumpur International Airport for the launch underscored the importance attached to this initiative, which is intended to be a whole-of-nation movement rather than a ministry-driven exercise.
At its core, VM2026 is about resetting Malaysia’s tourism narrative after years of global disruption. The strategy moves away from chasing sheer visitor numbers towards offering meaningful, high-quality experiences that reflect the country’s cultural diversity, natural beauty and social harmony.
Tourism Malaysia is placing strong emphasis on experience-based travel, promoting heritage, food, nature, wellness, adventure and community tourism – areas where Malaysia has a clear comparative advantage.
At the same time, there is a conscious effort to diversify source markets, expanding outreach beyond traditional regions to include emerging and high-spending markets, while strengthening ties within ASEAN and the wider Asia-Pacific.
Digitalisation and smart tourism also feature prominently in the campaign. VM2026 leverages online platforms, data-driven marketing and technology to improve visibility, ease of travel planning and access to services.
This approach not only enhances the visitor experience but also enables small and medium-sized tourism operators to participate more effectively in the global marketplace. Sustainability, too, is no longer an afterthought.
The campaign stresses responsible tourism practices that protect the environment, preserve cultural heritage and ensure local communities benefit directly from tourism growth.
Crucially, VM2026 is backed by strong government commitment. Significant funding has been allocated for international promotion, infrastructure upgrades and tourism product development.
Incentives and grants are being channelled to tourism operators, homestay providers and community-based initiatives, while major events and conferences are being supported to revive business and MICE tourism.
This level of financial and policy support reflects the government’s recognition of tourism as a key economic driver with wide spillover effects, particularly for employment and rural development.
The goals of VM2026 extend beyond headline arrival figures. While increasing tourist numbers and receipts remains important, the broader objective is to raise visitor spending, lengthen stays and distribute tourism benefits more evenly across the country.
The campaign seeks to strengthen Malaysia’s global brand as a safe, welcoming and culturally rich destination, while ensuring that growth is sustainable and inclusive in the long term.
Nowhere is this inclusive approach more evident than in the emphasis placed on Sabah and Sarawak. Both states occupy a central place in Malaysia’s tourism story under VM2026, rather than being treated as peripheral destinations.
With their vast rainforests, marine parks, wildlife and rich indigenous cultures, Sabah and Sarawak are being positioned as flag-bearers for eco-tourism and nature-based travel. These offerings appeal to a growing segment of travellers who value authenticity, conservation and deeper engagement with local communities.
VM2026 also provides a platform to showcase the living cultures of the Borneo territories, from longhouse communities and traditional festivals to crafts and cuisine.
Community-based tourism is expected to play a significant role, ensuring that tourism revenue reaches rural and indigenous communities while helping to preserve traditions and ways of life.
Improved air connectivity and better infrastructure, supported by the campaign, will make Sabah and Sarawak more accessible to both international and domestic travellers, further stimulating local economies.
For local entrepreneurs, youths and small businesses in Sabah and Sarawak, VM2026 opens up new opportunities in guiding services, accommodation, transport, food and creative industries.
Government support linked to the campaign is particularly impactful in these regions, where tourism can be a powerful catalyst for inclusive growth.
Ultimately, Visit Malaysia 2026 represents a recalibration of national tourism ambitions. It is about projecting Malaysia confidently to the world while ensuring that the benefits of tourism are felt at the grassroots.
If executed effectively, VM2026 will not only enhance Malaysia’s global tourism standing but also strengthen national cohesion by ensuring that regions such as Sabah and Sarawak fully share in the country’s tourism-driven prosperity.
The views expressed here are those of the columnist and do not necessarily represent the views of Sarawak Tribune. He can be reached at sirsiah@gmail.com
‘Tourism is not just an industry, it is a powerful story a nation tells the world.’
— Taleb Rifai.
He is a Jordanian national who served as the Secretary-General of the United Nations World Tourism Organization (UNWTO) from 2010 to 2017.
During his tenure, he became one of the world’s most influential voices on sustainable, inclusive, and responsible tourism.
Taleb IS Widely credited with repositioning tourism as:
- A tool for peace and diplomacy
- A driver of inclusive economic growth
- A means of cultural understanding, not just leisure
He is frequently quoted by governments, global institutions, and policymakers because his views bridge economics, sustainability, culture, and governance — exactly the themes your article addresses.
