Tourism Malaysia celebrated a significant milestone after winning two prestigious honours ‘Best National Tourism Organisation (NTO) Southeast Asia’ and ‘Best Destination Marketing Initiatives’ at the 8th Arabian Travel Awards held at the Embassy Suites by Hilton Dubai Business Bay on 25 November 2025. These awards highlight Malaysia’s growing appeal as a preferred destination for travellers from the Middle East and affirm Tourism Malaysia’s dedication to strengthening promotional efforts ahead of Visit Malaysia 2026 (VM2026). The accolades were received on behalf of the organisation by Mr. Mohd Faharuddin Hatmin, Director of Tourism Malaysia in Dubai, during a ceremony attended by more than 100 influential representatives from the regional travel trade, hospitality sectors, and media.
Datuk Manoharan Periasamy, Director General of Tourism Malaysia, expressed his gratitude for the recognition, noting that it reflects the agency’s continuous commitment to showcasing Malaysia’s rich and diverse tourism offerings to the world. As the country prepares for VM2026, he emphasised that Tourism Malaysia will intensify its market engagement, deepen strategic collaborations, and boost air connectivity to support sustainable and impactful visitor growth from the Middle East and beyond.
Malaysia recorded an encouraging 28.2 million international tourist arrivals from January to August 2025, marking a 14.5 per cent increase compared to the same period in 2024. This upward trend showcases the enduring appeal of Malaysia’s vibrant cities, picturesque islands, cultural heritage, and celebrated gastronomic experiences that continue to draw visitors from across the globe.
Looking forward, the recent accolades provide further momentum for Malaysia’s preparations toward achieving its Visit Malaysia 2026 target of welcoming 47 million international travellers. Key initiatives include enhancing air accessibility to Malaysia, supported by new daily Batik Air flights from Dubai to Kuala Lumpur starting 1 January 2026, complementing existing routes operated by Emirates, Etihad, Flydubai, Air Arabia, and others.
Tourism Malaysia is currently hosting Malaysia Week 2025, a two-day event taking place from 18 to 19 October at the Atrium, Ground Floor of The Mall in Gadong, Brunei Darussalam. The event celebrates Malaysia’s commitment to promoting its diverse travel destinations and strengthening tourism partnerships with Brunei, while also marking a significant milestone in the lead-up to Visit Malaysia Year 2026 (VM2026).
Malaysia Week 2025 serves as a strategic platform to showcase the country’s wide range of tourism offerings, including adventure, culture, wellness, and lifestyle experiences. The event reinforces Malaysia’s readiness to welcome more visitors in the coming year, particularly from the ASEAN region. A total of eleven exhibitors are participating, representing the states of Selangor, Sarawak, and the Federal Territory of Labuan. They are joined by travel agents from Brunei Darussalam, offering exclusive travel deals and special discounts on airfare, hotel accommodations, and holiday packages. Visitors can also enjoy a variety of interactive activities, children’s games, and daily lucky draws with exciting prizes.
The event was jointly officiated by His Excellency Datuk Mohd Aini Atan, High Commissioner of Malaysia to Brunei Darussalam; Haji Badarudin bin Haji Bagol, Acting Chief Executive Officer of Royal Brunei Airlines; and Ms. Hazrina Azman, Director of Tourism Malaysia Brunei Darussalam. In her remarks, Ms. Hazrina stated that Brunei has always been one of Malaysia’s key tourism markets in ASEAN. She expressed hopes that through Malaysia Week 2025, more Bruneians will be inspired to rediscover Malaysia not only as a nearby destination but as a country rich in culture, adventure, and authentic experiences. With Visit Malaysia Year 2026 approaching, Malaysia looks forward to welcoming even more travellers to explore its beauty and warmth.
His Excellency Datuk Mohd Aini Atan also emphasised the strong tourism ties between Malaysia and Brunei, highlighting that this relationship is a reflection of the deep-rooted friendship, cultural similarities, mutual respect, and strong people-to-people connections shared by both nations. Through Malaysia Week 2025, Malaysia aims to provide Bruneians with a glimpse into its vibrant lifestyle, diverse attractions, world-class hospitality, and excellent connectivity.
Brunei continues to be a priority tourism market for Malaysia within the ASEAN region. From January to August 2025, Malaysia welcomed 1,005,423 visitor arrivals from Brunei, underscoring the country’s popularity as a preferred travel destination. Looking ahead, Malaysia remains focused on growing high-value tourism segments such as family-friendly holidays, eco and community-based tourism, wellness, education, long-stay packages, and MICE (Meetings, Incentives, Conventions, and Exhibitions) travel. Supported by world-class infrastructure and authentic local experiences, Malaysia is fully prepared to welcome millions of visitors during Visit Malaysia Year 2026.
As Malaysia gears up for the highly anticipated Visit Malaysia Year (VMY) 2026, the Malaysia Budget & Business Hotel Association (MyBHA) stands firm in its commitment to supporting this transformative national initiative. The campaign presents a unique opportunity for the country to further establish itself as a premier global tourism destination, showcasing its rich cultural heritage, natural wonders, and world-class hospitality. However, while the vision for VMY2026 is ambitious and promising, it is essential for key challenges within the tourism industry to be addressed promptly to ensure the success of the campaign.
One of the core principles of the VMY2026 campaign is inclusivity—both in terms of the types of tourism offerings and the regions of Malaysia being highlighted. MyBHA strongly advocates for the promotion of a diverse array of tourism experiences, ranging from luxury accommodations to affordable, budget-friendly hotels and resorts. This inclusivity will enable Malaysia to attract a broad spectrum of tourists, regardless of budget or preferences.
“We believe that by showcasing Malaysia’s entire tourism offering—from five-star resorts to budget accommodations—we can position the country as a destination that caters to every type of traveler,” said a MyBHA spokesperson. The inclusion of budget hotels is particularly crucial as these establishments cater to a significant portion of the domestic and international tourist market. By highlighting the value and appeal of budget accommodations, Malaysia can ensure that its tourism sector remains accessible to all.
For VMY2026 to succeed, it is essential for collaboration among all tourism stakeholders, including government agencies, local councils, and industry players. MyBHA urges all relevant bodies to play an active role in supporting the campaign and working alongside the Ministry of Tourism, Arts, and Culture (MoTAC) and its promotional agency, Tourism Malaysia. By aligning efforts, the public and private sectors can create a more cohesive and impactful marketing campaign that will resonate with global audiences.
The association also emphasizes that the benefits of the VMY2026 campaign must be reserved exclusively for registered and licensed tourism providers. This will ensure fair opportunities for industry players while maintaining high standards of service and compliance with regulations, thus protecting the integrity of Malaysia’s tourism sector.
A key component of the VMY2026 campaign is showcasing the diverse attractions that each state in Malaysia has to offer. From historical landmarks to pristine beaches, vibrant cities to tranquil natural parks, every region of Malaysia has something unique to offer. MyBHA urges that the campaign emphasize the importance of promoting these regional attractions, ensuring that all areas of the country benefit from the increased visibility and influx of visitors.
“This comprehensive approach will provide a truly holistic view of Malaysia’s tourism potential, demonstrating the rich cultural and natural diversity of the country,” MyBHA noted. By promoting local tourism offerings, the campaign can foster greater domestic tourism while encouraging international visitors to explore different parts of Malaysia.
A vital component of any successful tourism campaign is effective marketing. MyBHA supports the recent decision by Dato Sri Tiong King Sing, the Minister of Tourism, Arts, and Culture of Malaysia, to revise the promotional video for VMY2026. This decision reflects a commitment to portraying a refined and authentic image of Malaysia to the world.
The revised promotional materials must highlight Malaysia’s multicultural society, emphasizing the harmony and unity of its diverse communities. This is not only crucial for accurately representing the nation’s social fabric but also for presenting Malaysia as a welcoming destination for travelers from all backgrounds. MyBHA further advocates for the inclusion of budget-friendly accommodation options in the promotional campaign to ensure that Malaysia is depicted as an accessible destination for all types of travelers, from budget tourists to luxury seekers.
To maximize the impact of the VMY2026 campaign, MyBHA urges all tourism industry players to integrate the official VMY2026 branding elements into their marketing strategies. This includes using the official logo, theme song, and promotional materials to create a consistent and unified message across various platforms. By adopting these branding elements, Malaysia’s tourism sector can present a cohesive and recognizable identity to the global audience.
In addition, MyBHA stresses the importance of training all tourism industry employees through the “Mesra Malaysia” training module. This program aims to enhance customer service standards by promoting a warm and welcoming attitude towards visitors. The “Sayangi Malaysia” spirit should be incorporated into employee training, ensuring that Malaysia’s hospitality is showcased in every interaction, further reinforcing the nation’s reputation as a friendly and inclusive destination.
As representatives of Malaysia’s budget and business hotel sector, MyBHA recognizes the importance of these establishments in contributing to the overall success of VMY2026. Budget hotels play a crucial role in making tourism more accessible to a wide range of visitors, especially those seeking affordable accommodations. By showcasing the value and appeal of budget and business hotels, MyBHA aims to highlight the integral role these establishments play in the country’s tourism ecosystem.
“VMY2026 provides a unique platform for our members to showcase the quality and value of budget accommodations. These hotels are an essential part of Malaysia’s tourism infrastructure, and we are committed to supporting initiatives that strengthen this sector,” MyBHA affirmed.
As Malaysia prepares for VMY2026, the collaboration between the public and private sectors will be crucial in shaping the campaign’s success. MyBHA remains committed to fostering a unified and thriving tourism industry, one that not only attracts visitors from around the world but also ensures that they experience the best of what Malaysia has to offer.
Through careful planning, strategic marketing, and a focus on inclusivity, VMY2026 can become a turning point for Malaysia’s tourism industry. By addressing existing challenges and working together, Malaysia can ensure that the Visit Malaysia Year 2026 is not only a successful campaign but a milestone in the country’s journey towards becoming a leading global tourism destination.
