Asia's most loved country launches 2026 tourism campaign to attract 35 million visitors

Speaking at the Monday launch of the campaign, which focuses on two core pillars – high yield and sustainable tourism, Malaysian Minister of Tourism, Arts and Culture Tiong King Sing said that these reflect the country's commitment to offering meaningful experiences while protecting the country's unique treasures.

To achieve this, Malaysia have identified three main strategies, namely increasing tourist arrivals by converting short visits into extended stays; extending length of stay by enriching cultural and ecotourism experiences, empowering local communities, and improving infrastructure; as well as encouraging higher spending by promoting niche tourism experiences, the official stated.

Tiong said he believes that VM2026 will help spur growth, create jobs and improve living conditions for local communities. He called on every Malaysian, especially tour guides, business owners, and artists to share the stories, culture and hospitality of Malaysia with the world.

The VM2026 campaign is the Malaysian Government's initiative to promote the country as the main tourism destination.

Prime Minister Anwar Ibrahim said that every state and district had its own strengths to attract visitors, adding that Malaysia's efforts to successfully organize ASEAN conferences in 2025 will make it a tourist destination this year and next year in particular.

The Malaysian leader hopes that all members of the Cabinet will focus on enhancing capabilities in the fields of tourism, investment and economy, with the involvement of all states through the VM2026 campaign.

Malaysia, named Asia's most-loved country in a survey by American finance site Insider Monkey last year, welcomed 22.5 million foreign arrivals as of November.