According to Malaysian Tourism Federation president Datuk Tan Kok Liang, the data from the Visit Malaysia Year campaigns between 1990 and 2014 reveals a consistent upward trend in tourist arrivals.

Although Visit Malaysia Year 2020 did not take off due to the pandemic, Tan anticipates that VM2026 will serve as a significant catalyst for tourism, with great potential to enhance visitor numbers.

Malaysian Tourist Guides Council president Jimmy Leong shares Tan’s vision but recognises the challenges that lie ahead. “Achieving our goals will be an uphill task, especially in light of the competitive environment where other Asean countries are also diligently positioning themselves to attract visitors.”

A team effort

As part of the Malaysian Federation president’s efforts to boost the country’s tourism appeal, the organisation is working closely with local tour operators to develop comprehensive travel packages that showcase Malaysia’s extraordinary beauty.

These curated packages will highlight the nation’s culinary landscape, for instance, featuring an array of Malay, Indian and Chinese dishes, as well as the unique cuisines of each state, and from the Indigenous communities.

Local guides can facilitate access to these authentic experiences, providing personalised insights and knowledge to enhance visitors’ experiences. With their expertise, guides can craft itineraries tailored to their customers' preferences, allowing them to explore places at their own pace, Tan added.

Leong seconded this, saying that personalised travel itineraries are favourable among vacationers who appreciate the freedom to adjust choose activities that suit their interests.

This collaborative approach enables visitors to immerse themselves in the country’s vibrant culture and create memorable experiences.

Attending Gawai celebration, Sarawak's harvest festival, offers a glimpse into the locals' cultural identity. — Tourism Malaysia

While some travellers seek a nature retreat, others yearn to experience local festivities. These options are among the major highlights that make Malaysia a special holiday destination for many travellers, Leong said.

“With this knowledge in mind, we can create impactful and cost-effective travel packages that meet this demand,” he added. Adventure tourism and wellness tourism are also highly-coveted among tourists.

By participating in these celebratory events, such as Chinese New Year and Thaipusam, Leong said, travellers not only gain insights into our multicultural community, but they also have a more meaningful holiday.

He shared, “Our goal is to provide tourists with a different form of discovery that’s more engaging. And offer them experiences that are truly one-of-a-kind.

“We put ourselves in their shoes and think, 'What would they wish to see and feel during their time in our country?'.”

For example, beyond merely visiting sights and attractions in Sabah and Sawarak, attending the Bornean states’ harvest festivals – Gawai in Sarawak and Kaamatan in Sabah – is one way to immerse oneself in the vibrant culture of these states.

What makes this more exciting is the chance to enjoy the delicious local cuisine and learn a few words of the Indigenous languages, which Leong described as “a must-do on any travel agenda”.

Besides festival tourism, both Leong and Tan noted that tourism providers are also setting their sights on ecotourism, which has gained traction with both domestic and international visitors.

Insights from the experts indicate that contemporary travellers are progressively seeking refuge from their hectic routines, making nature-focused retreats an attractive option.

This burgeoning interest places Malaysia’s pristine and ancient rainforests in a unique position as a travel destination.

“We aim to diversify our offerings by providing a range of activities in the area, such as jungle trekking, waterfall exploration and stargazing,” Leong said.

Festivals like the Ombak Fest at Desaru Coast in Johor, are set to lure more foreign tourists. — Desaru Coast

Customisable packages catering to nature experiences can also empower local communities. “For adventurous hikers eager to discover Borneo’s treasure, the Rafflesia, we have knowledgeable forest guides to lead visitors to these sights.”

Through this, industry players can contribute to the well-being of the local folks while promoting environmental responsibility. Leong said their commitment extends beyond providing experiences: “We want to educate travellers about forest sustainability and conservation efforts, with the goal of fostering a deeper appreciation for the natural world among visitors.”

It is important for both tourist guides and stakeholders in the tourism sector to understand the global Sustainable Development Goals.

Leong added, “The government plays a pivotal role in upskilling our guides, which in turn elevates our sustainability efforts on a global scale and ensures that our guides possess the necessary knowledge to engage visitors effectively.”

As for off-the-radar destinations, Leong shared that the guides’ insights are invaluable. There are ongoing initiatives to expand their offerings by exploring opportunities in niche tourism that are gaining popularity.

“Diving and golf tourism present significant potential, serving as gateways to the captivating underwater world and lush landscapes,” he noted.

AirAsia's new for VM2026 features the Malayan tiger. — AZMAN GHANI/The Star

The Malaysia Airlines livery is colourful.

Tan anticipates that VM2026 will serve as a significant catalyst for tourism, with great potential to enhance visitor numbers. — DATUK TAN KOK LIANG

Top of the game

In today’s digital landscape, amplifying our online presence is equally essential, Tan emphasised. To excel in this industry, one must be a versatile, all-round player – because that is where the communications and bookings come in.

“Travellers are tech savvy and adept at sourcing information online. We’ve seen influencer marketing yield positive results in terms of promoting tourism products.”

Tourism players must pivot their focus towards harnessing digital platforms.

“We need to leverage online tools to boost our campaigns. Embracing technologies like VR experiences, AR-enhanced tours and robust booking apps can significantly enhance travellers’ experience,” Tan advised.

In addition to crafting enticing travel packages and utilising appropriate social media platforms, Tan shared, collaborating with airlines to develop affordable flight deals and increase flight frequencies will lead to successful outcomes.

One vital element that also cannot be overlooked is the infrastructure, which must be upgraded in order to provide a seamless and comfortable journey for visitors. “The government must take steps to upgrade airports and also train tourism frontliners to provide even better service standards.”

While their focus is on drawing international tourists to Malaysia, Tan emphasised the vital role of domestic travel in supporting local tourism operators and driving revenue, particularly during off-peak seasons.

He explained: “Generally, local tourism players cater to different market segmentation. And not all of them receive business the whole year round. Those relying on traditional markets like Britain and other parts of Europe will experience a low season from November to February, while China markets surge during Chinese New Year.”

To encourage local travel, Tan proposed that authorities consider introducing targeted incentives and promotional campaigns focusing on corporate travellers.

Agreeing with the suggestion, Leong said that implementing a two-tiered pricing system, which offers discounted rates for local patrons, will have a positive impact on the long-term development of our tourism sector.

Leong said that it is crucial for tour guides to upskill themselves. — Filepic

Following trends

Malaysia witnessed a 30% growth in online search interest from international travellers (Singapore, Indonesia, South Korea, Thailand and Brunei), according to leading online travel platform, Agoda.

In light of this emerging trend, the general manager of the Saujana Hotel Kuala Lumpur, Jasmine Ong Li, anticipates an increase in inbound tourism from these markets in the upcoming year. To address this demand, the hotel is implementing a proactive strategy aimed at enhancing “the hotel’s services, infrastructure and marketing initiatives”.

A critical component of this approach involves “forging strategic partnerships with travel agencies and operators, particularly in South Korea to attract niche markets like winter golf groups".

“We are developing exclusive tour packages tailored for sports enthusiasts, leveraging our proximity to the National Sports Complex in Bukit Jalil and our established history of hosting international football teams. Simultaneously, we are promoting curated itineraries that blend cultural immersion with sustainable travel experiences,” Ong said.

The director of communications at Shangri-La’s Traders Hotel Kuala Lumpur, Shawn Lim, said the hotel is working hand-in-hand with local parties to showcase the city's distinctive characteristics.

“Through various partnerships, we offer guests the opportunity to experience the city’s major attractions via the KL Hop-On, Hop-Off tour, while our collaboration with Royal Selangor provides a glimpse into KL's historic tin mining heritage.

“As a member of the KLCC Precinct, we work jointly with surrounding attractions like the PETRONAS Twin Towers and Aquaria KLCC, among others,” Lim explained.

Besides collaborating with other organisations, both Ong and Lim emphasised the importance of delivering exceptional guest experiences.

The Saujana Hotel is also prioritising digital innovation. “Upgrading our online booking platform to provide seamless and personalised services ... will enable guests to enjoy a streamlined and tailored experience, allowing them to navigate and book their stay with ease,” Ong said.

Major events, like the Penang Bridge International Marathon, will be held throughout 2026. — ZHAFARAN NASIB/The Star

The hotel is exploring innovative stay options for guests, including exclusive room setups to cater to specific guest needs. For example, the Ladies Executive Room is designed to cater to the unique requirements of female travellers.

For Lim, he shared that one of Traders' missions is “... to connect guests to what matters to them most during their travels. To this end, we have integrated features in our rooms like seamless screen casting, Bluetooth speaker with wireless charger, as well as multiple charging ports.”

In terms of service enhancements, Lim said, “Every guest receives a message upon check-in, providing them with direct contact with our service centre team. This initiative introduces a new level of convenience for our guests.”

Lim highlighted the hotel’s commitment to staff development through a “comprehensive library of online courses”.

“We also conduct offline training sessions to prepare our hotel associates to deliver exceptional service while upholding the high standards of the Shangri-La Group. This offers our team valuable opportunities to hone their skills and knowledge.”

Meanwhile, Hyatt Place Kuala Lumpur’s general manager Bennett Peter said that the company is also committed to fostering an excellent guest experience through staff development. “We want to attract and retain talented individuals, providing them with a supportive work environment that aligns with our values,” he explained.

This approach is a vital part of the hotel’s endeavour to showcase genuine Malaysian Hospitality, with the ultimate goal of inspiring repeat visits and positive word-of-mouth recommendations among guests and their acquaintances.

Personal connections play a role in shaping a guest’s overall experience. “Guests often remember the personal interactions they have during their stay. We consistently hear from repeat guests who know our frontline team by name. This personalised recognition creates a sense of belonging, making guests feel at ease and welcomed at ‘our place’,” Bennett explained.

He added that communication is important in ensuring seamless guest satisfaction. To cater to the diverse needs of guests, the hotel has also incorporated Mandarin-speaking team members into the hotel team. “This gesture facilitates smoother communication and reduces the chances of miscommunication,” he concluded.

Fun facts fun facts about the VM2026 campaign

• The official mascots are Malayan sun bears named Wira and Manja. They are the smallest bear species in the world, and are distinguishable by their unique chest mark. The mascots also appear in numerous traditional attire to showcase inclusivity and Malaysia’s cultural diversity.
• The tagline “Malaysia Truly Asia” is again used in the global campaign. This evergreen tagline has been around for 25 years and is widely associated with the country’s identity.
• The new logo blends Malaysian culture and nature with vibrant batik patterns and the Malaysian flower, the red bunga raya.
• The song, Surreal Experiences, is sung by Ernie Zakri and features Lil’ J, Nicole, Reza, Davesh and Thamiera. The song is sung in various languages, including English, Bahasa Malaysia, Mandarin, Tamil and Kadazandusun.