Malaysia’s โคTourism sector Poisedโ for Growth with โฃcollaborative โฃApproach to Visit Malaysia 2026
Malaysia’s tourism sector is demonstrating strong recoveryโค and outlining an ambitious vision for the future with the upcoming Visit malaysia 2026 (VM2026) campaign. Aโฃ key โคelement of this strategy is fostering strong collaboration between Tourism Malaysia, State Tourism Organizations (STOs), and local communities.
the Malaysian association of Tour andโ Travel Agents (MATTA) isโค playing a pivotal role in unifying the industry, โขutilizing 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 โand โdomestic tourism.
Nigelโ Wong, MATTA President, โemphasized the necessity of industry unity for the success of โVM2026, 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 โขtoโข Sustainable Practicesโข &โค Workforce Advancement
MATTA is reinforcing โขitsโข commitmentโ to sustainability thru nationwide roadshows designed to โshowcase Malaysia’s unique attractions while promoting eco-tourism โandโข responsible travel. โ Further bolstering the sector, the MATTA Academy is focused on โequipping the tourism workforce with the skills needed to meet the evolvingโค demands of โขglobal travelers.
Digital Transformation as a Cornerstone
The VM2026 campaign is strategically integrating digital transformation as a core โฃcomponent. Malaysiaโฃ isโ leveraging AI and digital โฃplatforms to enhance the tourist experience and simplify trip planning. Strategic โคpartnerships with companies like xiaohongshu and HONOR Technology are designed to engage younger, โขdigitally-savvy โขaudiences โขand attract tourism from key international markets.
Specifically, the collaboration with Xiaohongshu aims toโ expand Malaysia’s reach within China, while AI-powered campaigns with HONOR will create new promotionalโข opportunities, particularly targeting the younger demographic.
Looking ahead, Malaysia is positioning itselfโ as aโ leading โglobal tourism destination through a focus โคon sustainable tourism, the preservation of its cultural heritage, and embracing digital innovation. With MATTA’s strategic involvement, the country is confident in achieving the โฃgoals of the VM2026 campaign, solidifying its position in the international tourism market and showcasing its unique โofferings to the world. The emphasis on collaboration and technological advancements โฃaims โคto โestablish Malaysiaโ as a premier destination for travelers seeking authentic,โ eco-pleasant, and immersive experiences.
[Source: BERNAMA]
