Malaysia is setting its sights on boosting tourist arrivals from the Middle East as it returns to the Arabian Travel Market (ATM) with a renewed push to promote its upcoming Visit Malaysia 2026 (VM2026) campaign.
Led by Tourism, Arts and Culture Minister Dato Sri Tiong King Sing and Director General Datuk Manoharan Periasamy, the Malaysian delegation comprises 82 organizations including state tourism boards, tour operators, hotels, and one airline—all eager to promote Malaysia as a must-visit destination.
“Our multipronged VM2026 strategy provides a comprehensive framework to boost Malaysia’s visibility, enhance destination accessibility and elevate our tourism offerings,” the minister said during the launch of the campaign’s latest promotional video at the event.
Highlighting surreal travel experiences across Malaysia, the VM2026 campaign features a lovable mascot—the Malayan Sun Bear—symbolizing both the country’s warmth and its commitment to wildlife preservation. A new theme song titled “Surreal Experiences” also debuts as part of the campaign’s creative efforts to captivate travelers worldwide.
Malaysia welcomed nearly 195,000 visitors from the Middle East in 2024. As part of its ambitious tourism goals, the country hopes to draw 45 million international visitors and generate RM270 billion (approximately USD 60.8 billion) in tourism receipts by 2025.
The Arabian Travel Market runs from April 28 to May 1, spotlighting Malaysia’s vibrant culture, natural wonders, and its aim to be a sustainable, innovative, and inclusive global destination.