The Visit Malaysia 2026 (VM2026) campaign, launched on Jan 6, is centred on two core pillars – high-yield and sustainable tourism, said Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing.
He said these reflect Malaysia’s commitment to offering meaningful experiences while protecting the country's unique treasures.
"To achieve this, we have identified three main strategies (namely) increasing tourist arrivals by converting short visits into extended stays.
"(Also) extending length of stay by enriching cultural and eco-tourism experiences, empowering local communities, and improving infrastructure; as well as encouraging higher spending by promoting niche tourism experiences," he said.
He was speaking at the launch the VM2026 campaign, officiated by Prime Minister Datuk Seri Anwar Ibrahim, at the MAB Engineering Complex in Sepang on Jan 6.
Also present were Deputy Prime Ministers Datuk Seri Dr Ahmad Zahid Hamidi and Datuk Seri Fadillah Yusof, Communications Minister Fahmi Fadzil, Chief Secretary to the Government Tan Sri Shamsul Azri Abu Bakar and Selangor Menteri Besar Datuk Seri Amirudin Shari.
Tiong said VM2026 was more than a campaign as it would shape a legacy that drives growth, creates jobs and uplifts communities.
Therefore, he called on every Malaysian particularly tour guides, business owners, artists to share the stories, culture, and Malaysia's hospitality with the world.
He said Malaysia is a land of stories, ancient rainforests, vibrant cities, rich cultures, and unforgettable cuisine.
A Malaysia Airlines aircraft featuring its new livery that highlights the VM2026 campaign. — AZMAN GHANI/The Star
An AirAsia aircraft with a new livery incorporating the VM2026 logo. — SAMUEL ONG/The Star
A Batik Air aircraft with a new livery featuring the VM2026 logo. — AZMAN GHANI/The Star
"Our campaign, Surreal Experiences, invites the world to explore Malaysia’s extraordinary beauty and diversity, offering experiences beyond expectations," he said.
He said the VM2026 logo is more than just a brand as it reflects the nation's beauty in every warm smile, heartfelt welcome and story shared by Malaysian citizens.
"Each of us is a "Tourism Ambassador," a living postcard showcasing the unique charm of Malaysia to the world," he said.
Tiong said VM2026 aims to offer more than just sights and sounds, but profound connections.
"Malaysia is not just safe, but welcoming, with hospitality at its core. From lively cities to peaceful beaches, rich culture to world-class facilities, we welcome you with open arms.
"Whether you seek adventure, relaxation, or cultural exploration, Malaysia ensures a secure, friendly, and unforgettable experience - your home away from home," he said.
Tiong added that his ministry is planning to include more partners, focusing on strategic cooperation with tourism Malaysia towards ensuring the success of VM2026.
He said the cooperation from all stakeholders will boost Malaysia's tourism industry and create a dynamic and inclusive environment.
At the event, also unveiled were the VM2026 logo, mascot, and song, embodying Malaysia’s vision to raise its position in global tourism.
The VM2026 campaign is the government's initiative to promote Malaysia as the main tourism destination, aiming to attract 35.6 million visitors and generate RM147.1bil in revenue.
A hop-on, hop-off bus covered in the new Visit Malaysia 2026 campaign logo and colour scheme was unveiled at KLIA on Jan 6. — SAMUEL ONG/The Star
