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Tourism Malaysia launched an impactful initiative on April 30, 2024, by hosting a session with key industry stakeholders to unveil its strategic plans aimed at enhancing both international and domestic tourism. These strategies were developed in collaboration with industry participants to ensure rapid implementation and significant impact, with the goal of attracting 35.6 million visitors and generating RM147.1 billion in revenue by Visit Malaysia 2026.
The strategy for VM 2026 revolves around three main pillars: stimulating demand, boosting arrivals, and focusing on key markets. Major efforts will include a dynamic marketing campaign, collaborative promotions with partners, and targeted market segmentation.
For the first quarter of 2024, Malaysia recorded a promising increase in tourist numbers, with 5.8 million visitors, a 32.5% rise from the previous year’s 4.3 million. The primary contributors to this growth included Singapore, Indonesia, China, Thailand, Brunei, India, South Korea, the United Kingdom, Australia, and the Philippines.
Tourism Malaysia plans to amplify its presence through vigorous marketing campaigns, influencer collaborations, and engaging content distribution, focusing 70% on digital and 30% on traditional media. The agency will also forge strategic alliances with airlines, online travel agents, and border operators to boost tourist inflows.
The targeted markets are categorized into three tiers, with China, India, Indonesia, Vietnam, and Australia as top priorities. Following these are South Korea, the Gulf Cooperation Council countries, and the United Kingdom. The third tier includes Chinese Taipei and Germany, while continuing to target established markets like Brunei, Thailand, and Singapore, and expanding into emerging markets such as Pakistan and Bangladesh.
Tourism Malaysia will also cater to niche tourism segments, including nature, experiential, medical and wellness, responsible, luxury, weddings, Muslim-friendly, gastronomy, and bleisure travel.
YB Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture, said: “Our multipronged VM 2026 strategy provides a comprehensive framework to boost Malaysia’s visibility, enhance destination accessibility and elevate our tourism offerings. Through focused efforts and strategic collaborations, we are confident of achieving our yearly arrivals and target receipts in the run-up to VM 2026.”
The agency remains committed to collaborating with local and international partners to refine and implement the VM 2026 strategies, aiming to position Malaysia as a top choice for travelers in the region.
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