Malaysia is gearing up for an ambitious Visit Malaysia Year 2026 (VM2026) campaign, with a strong focus on high-yield, longer stays and sustainable tourism.

Speaking at the recent ASEAN Tourism Forum (ATF) 2025, Mohd Amirul Rizal bin Abdul Rahim, head of the VM2026 Secretariat, revealed the country’s bold targets: 35.6 million international arrivals and RM147.1 billion (US$33 billion) in tourism receipts. The campaign will spotlight meaningful, experience-driven travel while safeguarding Malaysia’s diverse cultural and natural heritage.

Malaysia courts high-value travellers

Mohd Amirul Rizal bin Abdul Rahim highlighted Malaysia’s ambition at attracting high-value travellers through tailored experiences at the ASEAN Tourism Forum 2025. Photo Credit: Travel Weekly Asia/Anis Ramli

To meet these goals, Malaysia is focusing on tailoring offerings to meet the preferences of specific high-value markets. “We are targeting specific markets based on their preferences, to create tailored offerings that not only encourage longer stays but also higher spending,” said Mohd Amirul.

He cited the Middle Eastern market as an example where Malaysia will emphasise luxury travel experiences and exclusive offerings to cater to the needs of high-net-worth individuals seeking premium travel experiences, alongside halal-friendly services and customised itineraries.

Self-drive tourism & Visa-free entry

Self-drive tourism in Malaysia enables travellers to explore the country’s diverse landscapes and attractions at their own pace, with well-developed highways connecting major cities and scenic destinations. Photo Credit: Adobe Stock/Elena

Malaysia is doubling down on high-potential source markets, particularly in Southeast Asia, India and China, including border countries, Thailand and Singapore. A self-drive tourism initiative between Malaysia and Thailand, introduced in October 2024, is expected to further boost cross-border traffic.

India remains a key priority, with the extension of visa-free entry until December 2026 set to drive stronger arrivals. The country has already seen a surge in Indian travellers, supported by 246 direct flights, including new routes launched by IndiGo from Chennai to Penang and Bengaluru to Langkawi. Similarly, enhanced air connectivity with China is expected to drive further demand.

“The visa-free policy for Indian nationals, along with growing air links with China, will significantly contribute to visitor numbers,” said Amirul.

Malaysia’s travel glow-up

Beyond volume, VM2026 is positioning Malaysia as a destination for niche tourism segments, including eco-tourism and cultural exploration. Tourism Malaysia director-general Datuk P. Manoharan highlighted the government’s efforts to distribute tourism flows more evenly by encouraging individual states to develop unique offerings that showcase their local heritage, natural landscapes, and cultural experiences.

“We are working closely with local stakeholders and state governments to develop critical infrastructure that facilitates smoother tourist movement, all while maintaining cultural and environmental integrity,” Manoharan said. He noted that while managing visitor numbers in eco-sensitive destinations is a priority, it is not yet a concern for Malaysia.

With the theme “Surreal Experiences,” VM2026 reinforces Malaysia’s commitment to responsible tourism growth while delivering immersive, high-value travel experiences.