Asia's most loved country targets 31.4 million tourists after missing 2024 goal

By Hoang Vu February 7, 2025 | 03:40 pm PT

People walk and take pictures along the Saloma Link Bridge in Kuala Lumpur on Dec. 19, 2020. Photo by AFP

Malaysia, voted Asia's most loved country, aims to attract 31.4 million foreign tourists this year, a 25% increase from the 25 million it welcomed in 2024.

The country's tourism ministry has allocated RM10 million (US$2.2 million) across 13 states for promotional activities to strengthen Malaysia's position as a premier travel destination, The Edge Malaysia reported, citing Tourism Minister Datuk Seri Tiong King Sing.

Despite a 24% year-on-year increase in foreign arrivals last year, Malaysia fell short of its target of 27.3 million visitors.

Singapore led the list of top tourist sources with 9.1 million visitors, followed by Indonesia (3.65 million), China (3.29 million), Thailand (1.64 million), and Brunei (1.14 million).

Malaysia was named Asia's most loved country in 2024 by American finance website Insider Monkey.

To stay competitive with Thailand, it recently extended visa-free entry for Chinese and Indian travelers until 2026.