The three-day event, running through Oct. 3, marks a pivotal moment for Malaysia’s tourism sector as the country prepares for its Visit Malaysia 2026 (VM2026) campaign.

The conference has brought together around 600 international travel representatives and 400 Malaysian exhibitors, including hotels, airlines, tour operators, and providers of diverse tourism products.

Speaking at the opening, Malaysian Deputy Minister of Tourism, Arts and Culture Datuk Khairul Firdaus bin Akbar Khan emphasized the significance of the initiative, describing it as a platform to turn ideas into action.

He said the event would serve as a catalyst to inject fresh energy and momentum towards realizing Malaysia’s ambitious tourism goals for 2026.

Through the conference, the ministry aims to strengthen partnerships and promote sustainable growth, positioning Malaysia as a global hub for tourism and cultural exchange. Priorities include advancing digital solutions, fostering community-based tourism, and reinforcing strategic alliances. These efforts align with Malaysia’s national tourism policy 2020–2030, which places sustainability at its core.

The campaign comes as Malaysia’s tourism industry continues to rebound strongly.

In 2024, the country welcomed 38 million international visitors, up 31.1% from 2023 and 8.3% higher than pre-pandemic levels in 2019.

Malaysia was the most visited country in Southeast Asia, with 24.5 million arrivals recorded in the first seven months, an increase of 16.8% year-on-year.

Top source markets include Singapore, Indonesia, mainland China, Thailand, Brunei, India, the Philippines, the Republic of Korea, Australia, and Taiwan.

Malaysia has set an ambitious target of 47 million international visitors in 2026. To achieve this, industry players are calling for stronger government support to ensure the success of VM2026.