Exploring Malaysia’s Tourism Goals at Arabian Travel Market 2023

A Vibrant Presence

Dubai has turned into a dynamic hub for international tourism, and at the forefront of this year’s Arabian Travel Market (ATM) is Malaysia. The Ministry of Tourism, Arts and Culture Malaysia, represented by its agency, Tourism Malaysia, is strategically participating to enhance its visibility and attract a surge of tourists from West Asia. Running from April 28 to May 1, this exhibition is a vital platform to showcase Malaysia’s unique offerings.

Leadership and Delegation

The Malaysian delegation is prominently led by The Honourable Dato Sri Tiong King Sing, the Minister of Tourism, Arts and Culture. Accompanying him is Datuk Manoharan Periasamy, the Director General of Tourism Malaysia. The team is impressive, comprising 82 organizations, including five state tourism boards, 34 tour operators, and 35 hotels and resorts, among others. This robust representation exemplifies Malaysia’s commitment to expanding its tourism footprint globally.

The VM2026 Initiative

Central to this effort is the launch of the VM2026 strategy, which the Minister described as a comprehensive framework designed to boost Malaysia’s visibility and enhance its tourism offerings. Emphasizing accessibility, the initiative aims to attract 45 million international visitors and achieve RM270 billion (USD60.8 billion) in tourism receipts by 2025.

Symbolism of the Campaign

The VM2026 logo is not just a design; it encapsulates Malaysia’s vibrant culture and natural beauty, presenting an inviting image for tourists. The campaign features the beloved Malayan Sun Bear as its mascot, reflecting Malaysia’s commitment to wildlife conservation. This charming and animated representation is designed to appeal to people of all ages, fostering a sense of warmth and joy that highlights Malaysia as a family-friendly destination.

Engaging Through Music

Adding to the allure of the campaign is the official theme song titled “Surreal Experiences”. This catchy tune captures the essence of Malaysia’s unique offerings and aims to capture global attention, engaging potential visitors with the enchanting experiences that await them.

Sustainability at the Core

In a world increasingly focused on sustainable tourism, the Visit Malaysia 2026 initiative aligns with the United Nations Sustainable Development Goals (UNSDG). It not only focuses on paving the way for a thriving tourism industry but also emphasizes innovation, sustainability, and community engagement. This holistic approach ensures that Malaysia’s development in tourism is balanced and responsible.

Regional Collaboration

Tourism Malaysia also actively participates in broader regional initiatives, endorsing the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT). This collaboration focuses on promoting the region as a unified tourism destination through the IMT-GT Visiting Year 2023-2025. By working together, these countries aim to attract more tourists collectively while providing a diverse range of experiences for visitors.

Recent Tourism Achievements

In terms of current achievements, Malaysia welcomed 194,440 tourists from the Middle East region in 2024, highlighting the nation’s growing appeal among visitors from this area. With targeted efforts like the Arabian Travel Market participation, Malaysia is keen on building further connections and encouraging even more tourists to explore its beautiful landscapes and rich culture.

Connect with Tourism Malaysia

To learn more about Malaysia’s tourism initiatives and engaging content, visitors can explore Tourism Malaysia’s vibrant social media presence on platforms such as Facebook, Instagram, Twitter, YouTube, and TikTok. This multi-channel approach allows for continuous engagement with potential tourists, fostering a community excited about exploring everything Malaysia has to offer.

Contact Information

For media and promotional inquiries, two key contacts at Tourism Malaysia include:

• Azrul Syafiq Zulkifli
  Assistant Director
  International Promotion Division (Asia & Africa)
  azrulsyafiq@tourism.gov.my

• Norshariza Mohd Saad
  Deputy Director
  Corporate Communications Division
  norshariza@tourism.gov.my

Through these initiatives and dedicated efforts, Malaysia is poised to elevate its status as a premier travel destination in the global tourism landscape.