Malaysia’s Tourism sector Poised for Growth with collaborative Approach to Visit Malaysia 2026
Malaysia’s tourism sector is demonstrating strong recovery and outlining an ambitious vision for the future with the upcoming Visit malaysia 2026 (VM2026) campaign. A key element of this strategy is fostering strong collaboration between Tourism Malaysia, State Tourism Organizations (STOs), and local communities.
the Malaysian association of Tour and Travel Agents (MATTA) is playing a pivotal role in unifying the industry, utilizing its B2B and B2C platforms to encourage cooperation across the tourism ecosystem. Flagship events like the MATTA Fair and MATTA Travel Exchange (MTEX) are central to driving both inbound and domestic tourism.
Nigel Wong, MATTA President, emphasized the necessity of industry unity for the success of VM2026, stating that achieving campaign goals depends on the collective efforts of all stakeholders. MATTA is also actively supporting the enduring tourism objectives of VM2026, championing responsible travel practices that benefit both the environment and local communities.
Commitment to Sustainable Practices & Workforce Advancement
MATTA is reinforcing its commitment to sustainability thru nationwide roadshows designed to showcase Malaysia’s unique attractions while promoting eco-tourism and responsible travel. Further bolstering the sector, the MATTA Academy is focused on equipping the tourism workforce with the skills needed to meet the evolving demands of global travelers.
Digital Transformation as a Cornerstone
The VM2026 campaign is strategically integrating digital transformation as a core component. Malaysia is leveraging AI and digital platforms to enhance the tourist experience and simplify trip planning. Strategic partnerships with companies like xiaohongshu and HONOR Technology are designed to engage younger, digitally-savvy audiences and attract tourism from key international markets.
Specifically, the collaboration with Xiaohongshu aims to expand Malaysia’s reach within China, while AI-powered campaigns with HONOR will create new promotional opportunities, particularly targeting the younger demographic.
Looking ahead, Malaysia is positioning itself as a leading global tourism destination through a focus on sustainable tourism, the preservation of its cultural heritage, and embracing digital innovation. With MATTA’s strategic involvement, the country is confident in achieving the goals of the VM2026 campaign, solidifying its position in the international tourism market and showcasing its unique offerings to the world. The emphasis on collaboration and technological advancements aims to establish Malaysia as a premier destination for travelers seeking authentic, eco-pleasant, and immersive experiences.
[Source: BERNAMA]
