Visit Malaysia 2026 Sets Stage for Tourism-Led Economic Growth

Malaysia’s tourism sector will continue to be a key driver of economic growth in 2026, supported by strong consumer spending and the roll out of Visit Malaysia 2026 (VM2026). The recently launched campaign seeks to attract up to 43 million tourists and produce RM 329 billion (~USD 83 billion) in revenue, potentially contributing 15% of GDP. With the VM2026 initiative also aimed at generating substantial tourism receipts, individual states have the opportunity to showcase its ecotourism, cultural heritage, and gastronomy, targeting both domestic and international visitors. Local economies and related industries such as food, hospitality, and transportation all stand to benefit from increased tourism, which supported 22% of jobs in 2024.

The government, in collaboration with a committed network of stakeholders including local municipalities, airlines, and hospitality groups, has spearheaded promotional strategies and offered privileges such as visa-free travel from select destinations. Direct flight paths with China have also been expanded to facilitate travel and accommodate more travelers. Substantial VM2026 investment signals Malysia’s dedication to nurturing the high-performing industry into a sustainable, long-term engine of growth alongside services and manufacturing. While tourism has been lackluster in some ASEAN nations post-COVID-19, Malaysia’s tourism industry rebounded beyond pre-pandemic levels, becoming the region’s most visited destination for two straight years. In 2025, upwards of 38 million foreigners visited the country, while Thailand, the historical favorite, only saw 32.9 million- a record low for the country as it navigates border tensions and domestic instability.