Malaysia Targets 43 Million Tourists in 2025, Building on Record Growth
Kuala Lumpur – Malaysia is aiming to welcome 43 million foreign visitors this year, a 13% increase over 2024’s figures, as the nation capitalizes on its reputation as Asia’s “most loved country.” The enterprising target follows a year of critically important recovery and growth for the Malaysian tourism sector,fueled by relaxed visa policies and strategic marketing initiatives.
According to Tourism Malaysia, the country has already surpassed Thailand as the most visited destination in southeast Asia, recording 21 million arrivals as of June. in 2024, Malaysia saw 38 million international tourists, a 31.1% jump from the previous year.The success is attributed to a combination of factors,including a strong visa-free policy,infrastructure improvements,and focused marketing campaigns,as reported by Travel and Tour World. Recently, the Malaysian government extended its visa-free entry for Chinese tourists for another five years, wiht potential extension to 2036, according to Bernama.
looking ahead to 2026, the government anticipates 47 million visitors in conjunction with the “Visit Malaysia 2026” campaign, which aims to encourage longer stays and increased spending.
Deputy Prime Minister Datuk Seri Ahmad Zahid Hamidi emphasized the role of branding and aggressive marketing, alongside partnerships with airlines, travel agencies, and regional transport hubs, in driving demand. Strategies also include a focus on key markets and high-value segments like ecotourism, shopping, and specialized attractions.
Malaysia’s appeal was recently recognized by Insider Monkey, an American financial site, which ranked it as the most loved destination in Asia, citing its beaches, cultural diversity, urban lifestyle, and welcoming people.
