Up, up and rising for Malaysia

As Malaysia gears up to host the ASEAN Tourism Forum (ATF) 2025 in Johor, Dato’ Roslan Tan Sri Abdul Rahman, Secretary General of Ministry of Tourism, Arts and Culture, speaks to Travel Weekly Asia on his vision of building the country as a sustainable and premier travel destination.

What key travel trends are you observing for Malaysia, and how do these influence the marketing plans for Tourism Malaysia?

We are seeing diverse travel patterns: a rise in urban tourism, a preference for "sun and beach destinations", a resurgence of family and couple travel, and an increased demand for luxurious experiences. Our focus is on developing these niche markets while concurrently promoting sustainable and responsible tourism to attract high-quality tourists.

Another noteworthy area of active promotion is health tourism, particularly with an influx of health tourists from Indonesia, particularly from Kalimantan to Kuching. Collaborating with the Malaysia Health Travel Council, we aim to enhance facilities and services. Initiatives include seamless hospital check-ins, sensitising stakeholders, and working with immigration for visa facilitation, with a goal on humanising the experience for both patients and accompanying caretakers.

Moving forward, we are committed to enhancing our global ‘Malaysia Truly Asia’ brand and local ‘Cuti-Cuti Malaysia’ campaign, leveraging diverse media channels such as TV, digital platforms, social media, and travel publications to maintain a strong presence in the market.

Which are the top visitor markets for Malaysia? In 2024, what initiatives are there to attract more visitors to the country?

Tourist arrivals in Malaysia are led by Singapore, followed by Indonesia, Thailand, China and Brunei in the top five rankings. Tourism Malaysia aims to collaborate with industry partners to enrich cultural offerings, enhancing tourism products and services, and amplifying the destination appeal to attract longer-staying, high-spending tourists. Initiatives like the Malaysian Homestay Program allow travellers to experience the authentic Malaysian way of life through food, culture, festivals, rituals, and daily activities of local people.

What key opportunities do you foresee ATF 2025 to enhance Malaysia’s positioning as a premier tourist destination?

ATF 2025 is an anticipated event for the industry, especially for the MICE segment, serving as a pivotal platform to highlight and prepare for the Visit Malaysia 2026. With Malaysia assuming the ASEAN Chairmanship in 2025 after Laos, ATF 2025 is a crucial lead-in. Additionally, Malaysia is slated to host World Tourism Day 2025, centred on "Tourism and Sustainable Transformation".

These events offer a prime opportunity for Malaysia to showcase its ecotourism products, promote sustainable attractions, foster ASEAN collaborations, and emphasise key thematic attractions for a stronger regional positioning ahead of Visit Malaysia 2026.

What are the country’s most unique attractions that travellers should know about? Additionally, what theme will be promoted during Visit Malaysia 2026 (VM2026)?

VM2026 strives to position Malaysia as a culturally rich and sustainable destination. As one of the world's 12 mega-biodiversity countries, Malaysia boasts diverse ecotourism attractions. Notable destinations include the UNESCO Heritage-listed Lenggong Valley Geopark, Royal Belum State Park, the world’s oldest tropical rainforest, and Kinta Valley Geopark in Perak.

The Islamic Tourism Centre, under MOTAC, promotes Malaysia as a premier Muslim-friendly destination and aims to become the region's Umrah hub. VM2026 emphasises sustainable tourism, increased tourism income, and attracting high-spending tourists while committing to responsible tourism practices. This aligns with Malaysia's commitment to the United Nations Sustainable Development Goals (UNSDG), emphasising sustainable resource management for economic growth and job creation by 2030.