HO CHI MINH CITY, 29 July 2025 – The Ministry of Tourism, Arts and
Culture Malaysia (MOTAC), in collaboration with Tourism Malaysia is organizing
a series of promotional events under the banner Launching of VM2026, Malaysia
Food & Culture Promotion and Malaysia My Second Home (MM2H) in Ho Chi Minh
City and Hanoi, Vietnam. These initiatives aim to strengthen bilateral tourism
cooperation and increase awareness of the upcoming Visit Malaysia 2026 (VM2026)
campaign with Vietnam identified as a key priority market within the ASEAN
region.
The Malaysian delegation is led by YB Dato’ Sri Tiong King Sing, the
Honourable Minister of Tourism, Arts and Culture Malaysia, accompanied by 30
representatives from leading Malaysian companies in the tourism, hospitality
and related service industries.
In his keynote address, YB Dato’ Sri Tiong King Sing affirmed:
“Vietnam has consistently been one of Malaysia’s most valued
strategic partners in tourism within Southeast Asia. We believe the events held
during this visit will foster dynamic new partnerships and contribute to the
shared goal of developing sustainable, inclusive and mutually beneficial
tourism between our two nations.”
Two key activities will be held as part of the Malaysia Tourism,
Arts, Culture & Food Fest 2025: Destination Seminar and Business Networking
Session together with the Launch of Visit Malaysia 2026 as well as the Malaysia
Tourism, Arts, Culture & Food Fest 2025. Both events aim to bring together
industry stakeholders, media representatives and the public to celebrate and
promote Malaysia’s vibrant tourism offerings, while fostering strategic
partnerships in anticipation of the Visit Malaysia 2026 campaign. The series of
activities will take place from 29 July to 2 August 2025.
The Destination Seminar and Business Networking Session will serve
as a platform for Vietnamese and Malaysian stakeholders in the fields of
travel, aviation, hospitality, and tourism services to explore potential
avenues for collaboration. The seminar will also introduce the Visit Malaysia
2026 (VM2026) campaign, which aspires to welcome at least 43 million
international visitors in 2026. These events will be held in Ho Chi Minh City
on 29 July 2025 at Hotel Nikko Saigon and in Hanoi on 1 August 2025 at Sheraton
Hanoi Hotel.
Carrying the theme “Surreal Experiences,” the VM2026 campaign
positions Malaysia as a culturally vibrant, welcoming, and enriching
destination. It places strong emphasis on innovation in visitor experiences,
the development of emerging destinations and the expansion of luxury travel
offerings. Furthermore, the campaign is expected to generate positive spillover
effects across various related sectors such as hospitality, transport, retail
and gastronomy - driving holistic economic growth and ensuring the long-term
sustainability of Malaysia’s tourism and cultural industries.
The Launching of VM2026, Malaysia Food & Culture Promotion and
Malaysia My Second Home (MM2H) is a public showcase set to take place in both
Ho Chi Minh City and Hanoi, offering audiences an immersive experience of
Malaysia’s rich and diverse cultural, culinary and artistic heritage. Visitors
will have the opportunity to experience traditional cultural performances,
artisanal crafts and authentic Malaysian cuisine - presenting a vibrant
showcase of the nation’s creativity, hospitality and legacy. The festival aims
to foster deeper cultural understanding and strengthen people-to-people
connections between Malaysia and Vietnam.
Concurrently, MADANI Week, hosted by the Embassy of Malaysia in
Hanoi, showcases a cross-sectoral exchange spanning culture, education and
trade. Inspired by the “Madani” philosophy introduced by Prime Minister Anwar
Ibrahim, the initiative champions six core values: sustainability, prosperity,
innovation, respect, trust and compassion. Together, the programme underscores
Malaysia’s commitment to holistic national development and the strengthening of
strategic partnerships - particularly with key nations such as Vietnam.
As of July 2025, a total of 164 direct weekly flights operate
between Vietnam and Malaysia, underscoring the increasing demand for seamless
and accessible connectivity between both countries. The rise in flight
frequencies particularly overnight services, has facilitated the development of
more flexible and time-efficient travel itineraries. This enhanced connectivity
is catalyzing the growth of key travel segments, such as weekend getaways, MICE
(Meetings, Incentives, Conferences, and Exhibitions) tourism and “bleisure”
(business and leisure) travel - each of which is gaining strong momentum among
Vietnam’s expanding middle class, younger travellers and corporate sector.
Malaysia ranks as the second-largest ASEAN source market for
Vietnam, after Cambodia, with 266,869 Malaysian tourists visiting Vietnam in
the first half of 2025 alone. Conversely, Malaysia welcomed 168,677 Vietnamese
arrivals for the same period, reaffirming its continued appeal as a preferred
travel destination. These encouraging figures reflect a strong positive growth
trend in two-way tourism, highlighting the resilience and growing potential of
the bilateral tourism partnership. For the travel and hospitality sectors, this
presents promising opportunities for growth, collaboration and deeper regional
integration.
Malaysia continues to be a preferred destination among Vietnamese
travellers, attributed to its rich cultural diversity, vibrant culinary scene,
stunning natural landscapes and comprehensive tourism offerings that cater to a
wide range of market segments. Moving forward, Tourism Malaysia is committed to
strengthening collaboration with Vietnamese media, influencers and content
creators to highlight lesser-known destinations across Malaysia - enhancing the
depth and diversity of the Malaysian travel experience.
This event series in Vietnam not only offers a comprehensive
showcase of Malaysia’s tourism, arts, culture and gastronomy, but also
reinforces people-to-people diplomacy, mutual understanding and cultural
connectivity between two close ASEAN neighbours. It marks a significant
milestone in Malaysia’s international outreach efforts ahead of the Visit
Malaysia 2026 campaign.
-Tourism Malaysia.