Asia's 'most loved country' eyes 43 million visitors this year

By Hoang Vu September 6, 2025 | 03:27 pm PT

Tourists and Hindu devotees are seen on the steps of Sri Subramaniar Swamy Temple at Batu Caves, Malaysia, April 19, 2024. Photo by Reuters

Malaysia, voted Asia's "most loved country" last year, expects to receive 43 million foreign visitors this year, up 13% from last year thanks to visa relaxations and increased tourism campaigns.

As of June Malaysia received 21 million visitors, surpassing Thailand to become the most visited country in Southeast Asia, according to Tourism Malaysia.

In 2024, Malaysia received 38 million foreign visitors, an increase of 31.1% compared to the previous year.

Malaysia's growth has been driven by its strong visa-free policy, improved infrastructure, and targeted marketing campaigns, media platform Travel and Tour World reported.

The Malaysian government recently extended its visa-free policy for Chinese tourists for an additional five years, with the possibility of extending it until 2036, Bernama reported.

For next year, the Malaysian government expects 47 million in line with the aspirations of Visit Malaysia 2026 to attract more tourists to stay longer and spend more, The Star reported.

Deputy Prime Minister Datuk Seri Ahmad Zahid Hamidi stated that tourism strategies are generating demand through stronger branding and more aggressive marketing campaigns, along with boosting traffic via strategic partnerships with airlines, travel agencies, and regional land or sea entry points.

Another key strategy is focusing on target markets and high-impact segments, such as ecotourism, shopping tourism, and niche attractions tailored to specific audiences.

In 2024, Insider Monkey, an American financial site, ranked Malaysia as the most loved destination in Asia, thanks to its beautiful beaches, diverse culture, high-class urban life, and the warmth of people.