Malaysia’s Ministry of Tourism, Arts and Culture participated once again at the annual Arabian Travel Market via its principal agency, Tourism Malaysia. At this year’s ATM in Dubai, Tourism Malaysia officials are focusing on attracting a greater number of tourists from West Asia. They additionally launched a promotional video for Visit Malaysia 2026, showcasing the extraordinary experiences that Malaysia has to offer.
Malaysia aims to host 45 million international visitors and generate US$60.8 billion in tourism receipts by 2025. The initiative, VM2026, is designed to foster innovation, sustainability, and community involvement in Malaysia’s tourism sector. The Middle East holds significant potential as a source of visitors, with the country welcoming 194,440 tourists from this region in 2024.
Tourism Malaysia at Arabian Travel Market 2025
The Malaysian delegation is led by Minister of Tourism, Arts, and Culture, Tiong King Sing, along with Manoharan Periasamy, the Director-General of Tourism Malaysia. This delegation encompasses 82 diverse organizations, including five state tourism boards, 34 tour operators, 35 hotels and resorts, five tourism products, two tourism associations, and one airline.
Tiong shared about their objectives this year: “Our multi-pronged VM2026 strategy provides a comprehensive framework to boost Malaysia’s visibility, enhance destination accessibility, and elevate our tourism offerings.”
Visit Malaysia 2026 Mascots
The VM2026 logo symbolizes Malaysia’s vibrant culture, natural beauty, and global appeal, depicting the nation’s readiness to welcome visitors worldwide. The Malayan Sun Bear, an endangered species, was adopted as the campaign’s mascot to reflect Malaysia’s commitment to wildlife conservation.
Designed in an amiable animated style, the mascot aims to connect with all ages, spreading a message of warmth and friendliness, enhancing Malaysia’s image as a welcoming destination for families. The official theme song, “Surreal Experiences,” encapsulates the essence of Malaysia’s unique attractions and will play a crucial role in the campaign to captivate a global audience.
