Tourism Malaysia raises awareness on Visit Malaysia 2026 at Arabian Travel Market

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Malaysia’s Ministry of Tourism, Arts and Culture Malaysia again took part at the annual Arabian Travel Market through its primary agency Tourism Malaysia.

At this year’s ATM in Dubai, Tourism Malaysia officers hope to target more tourists from West Asia. 

The tourism board also launched a new promotional video for VM2026, highlighting surreal experiences in Malaysia. 

Malaysia is eager to welcome 45 million international visitors and to achieve US$60.8 billion in tourism receipts by 2025. 

But more importantly, VM2026 will serve as a platform for innovation, sustainability, and community engagement within Malaysia’s tourism industry.

The Middle East is considered a prime source market for Malaysian tourism as the country welcomed 194,440 tourists from the region in 2024.

A notable delegation

The Malaysian delegation is led by Malaysian minister of tourism, arts and culture Tiong King Sing and Tourism Malaysia’s director-general Manoharan Periasamy.

The delegation consists of 82 different organizations, including five state tourism boards, 34 tour operators, 35 hotels and resorts, five Tourism Products, two tourism associations, as well one airline.

Tiong said of their participation this year: “Our multi-pronged VM2026 strategy provides a comprehensive framework to boost Malaysia’s visibility, enhance destination accessibility, and elevate our tourism offerings.”

Symbol of a vibrant nation

The VM2026 logo, a symbol of Malaysia’s vibrant culture, natural beauty, and global appeal, serves as a visual representation of the country’s readiness to welcome tourists from around the world.

Adopted as the campaign’s official icon, the Malayan Sun Bear, a proud and endangered species, reflects Malaysia’s deep commitment to wildlife conservation.

Designed in a lovable, animated style, the mascot is intended to resonate with audiences of all ages, evoking a sense of warmth and joy while enhancing Malaysia’s image as a welcoming and family-friendly destination.

Official VM2026 theme song, titled “Surreal Experiences” captures the essence of Malaysia’s unique offerings. 

This song will be a key component of the campaign to attract global attention and engage visitors with the enchanting experiences Malaysia has to offer.

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