Malaysia receives 5.8 million foreign tourists in Q1 2024; unveils roadmaps for ‘Visit Malaysia 2026’, ET TravelWorld

Tourism Malaysia has initiated its journey towards Visit Malaysia 2026 where it outlines a comprehensive direction and action plan aimed at propelling Malaysia as a premier tourist destination, both globally and domestically.

Crafted through collaborative efforts with industry players, the strategic roadmap is designed to achieve ambitious targets, including attracting 35.6 million tourists and generating RM147.1 billion in receipts for Visit Malaysia 2026. The roadmap is structured around three core strategies: creating demand, increasing traffic, and targeting key markets.

During the first quarter of 2024, Malaysia witnessed significant tourism growth, welcoming 5.8 million foreign tourists, representing a notable increase of 32.5 per cent compared to the previous year. Key contributing markets to this success include Singapore, Indonesia, China, Thailand, Brunei, India, South Korea, the United Kingdom, Australia, and the Philippines.

To bolster Malaysia’s tourism branding and visibility, Tourism Malaysia plans to launch robust branding and marketing campaigns, leveraging both digital (70 per cent) and traditional (30 per cent) media platforms. The agency will also forge strategic partnerships with airlines, online travel agents (OTAs), and border operators to enhance tourist arrivals.

Target markets have been prioritised into tiers, with a focus on key markets such as China, India, Indonesia, Vietnam, and Australia. Additionally, niche tourism segments like nature-based tourism, experiential tourism, medical & wellness tourism, luxury travel, and gastronomy will be tailored to cater to diverse traveler interests.

YB Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture, expressed confidence in Malaysia’s tourism potential, emphasising the strategic framework’s role in elevating destination accessibility and enhancing tourism offerings.

“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,” he mentioned.