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

Malaysia, recently named Asia's most-loved country, has officially launched the Visit Malaysia 2026 (VM2026) campaign, aiming to attract 35.6 million visitors and generate RM147.1 billion (approximately US$32.5 billion) in revenue. This ambitious initiative was unveiled on Monday by the Malaysian Minister of Tourism, Arts and Culture, Tiong King Sing.

The campaign is built on two core pillars: high-yield tourism and sustainable tourism. According to Minister Tiong, these pillars underscore Malaysia’s dedication to providing enriching experiences while preserving the nation's unique cultural and ecological treasures.

To meet these goals, Malaysia has outlined three main strategies. First, efforts will focus on increasing tourist arrivals by encouraging visitors to extend their short stays. Second, the country plans to enhance infrastructure, cultural, and ecotourism experiences to lengthen tourist stays and empower local communities. Lastly, niche tourism experiences will be promoted to encourage higher spending, further boosting revenue.

Minister Tiong expressed optimism that VM2026 would spur economic growth, generate employment, and improve living standards for local communities. He encouraged Malaysians—particula rly tour guides, business owners, and artists—to actively share Malaysia’s culture, stories, and renowned hospitality with the world.

Prime Minister Anwar Ibrahim also voiced his support for the campaign, emphasizing the unique strengths of every Malaysian state and district in attracting visitors. He highlighted Malaysia’s ability to host major events, such as the ASEAN conferences in 2025, which could significantly enhance the country's profile as a tourist destination in 2025 and 2026.

The Prime Minister called on Cabinet members to prioritize advancements in tourism, investment, and economic growth, ensuring that all states actively participate in the VM2026 campaign.

As of November, Malaysia welcomed 22.5 million foreign arrivals. The campaign builds on the nation’s reputation, which was bolstered last year when it was named Asia's most-loved country in a survey conducted by American finance site Insider Monkey.