KUALA LUMPUR: Malaysia's target of attracting 47 million visitors
next year will be supported by stronger connectivity, broader promotional
campaigns and enhanced tourism offerings, said the Malaysia Tourism Promotion
Board (Tourism Malaysia).
Its strategic planning division senior director Salinda Sany said
the agency expects a significant rise in foreign tourist arrivals in 2026 as
the country gears up for Visit Malaysia 2026.
Tourism Malaysia has set a target of 40 million tourist arrivals
this year, with current momentum suggesting the figure could be surpassed.
"From January to August, Malaysia recorded 28.2 million foreign
visitors, a 14.5 per cent year-on-year increase, surpassing pre-pandemic
levels," Salinda said at the 20th Bursa Malaysia–Hong Leong Investment
Bank Stratum Focus Series presentation today.
Salinda said that tourism's critical contribution to the economy,
noting that it accounted for 15.1 per cent of gross domestic product,
equivalent to RM291 billion.
"One out of every six ringgit generated in our economy comes
from tourism activities," she said, adding that foreign visitor spending
directly strengthens Malaysia's fiscal position.
Of the 28.2 million foreign arrivals recorded up to August, 63 per
cent were overnight tourists, while 37 per cent were day-trippers.
"Tourists stay longer, spend more, and contribute to higher
receipts and broader economic benefits," Salinda added.
Singapore remained Malaysia's largest source market, accounting for
five out of every 10 foreign visitors, or 13.9 million arrivals, followed by
China with 3.26 million, boosted by visa-free entry and stronger connectivity.
Other key markets include Indonesia, Thailand, and India, with
arrivals from India showing a 94 per cent increase compared with 2019.
"Malaysia continues to be among the top performers in Asean,
alongside Vietnam, with both countries recording positive growth compared with
2019," she said.
Malaysia currently has more than 5,300 hotels offering 350,000
rooms, with hotel occupancy at 54.1 per cent in the first half of 2025, higher
than the previous year.
Domestic travellers made up 64 per cent of hotel guests, accounting
for 48.7 million stays, indicating strong internal tourism activity.
Tourism Malaysia functions as the promotional arm of the Ministry of
Tourism, Arts and Culture, overseeing marketing, advertising, and branding,
while the ministry handles policy and licensing.
For Visit Malaysia 2026, the government targets RM216 billion in
foreign tourism receipts in 2025 and RM329 billion in 2026.
Domestic visitor targets stand at 280 million for 2025 and 302
million for 2026.
To achieve these targets, Malaysia plans to strengthen branding
under campaigns such as Malaysia Truly Asia and Cuti-Cuti Malaysia, expand
collaborations with airlines and online travel agencies, and improve
accessibility via air, land, and sea connectivity.
The country also aims to promote niche segments, including luxury,
wellness, cruise tourism, Muslim-friendly travel, and the Malaysia My Second
Home programme.
"Nowadays, digital marketing is a priority because most travel
inspirations come from platforms like TikTok and social media. It helps us
reach travellers and encourage them to spend and visit Malaysia," Salinda
added.
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