Malaysia is rolling out the red carpet for Middle Eastern travellers as it takes center stage at the Arabian Travel Market (ATM) 2025 in Dubai. Through its tourism arm, Tourism Malaysia, the Southeast Asian nation is promoting its highly anticipated Visit Malaysia Year 2026 (VM2026) campaign, setting the tone with a brand-new promotional video that showcases the country’s dreamlike and diverse experiences. The global travel fair runs from 28 April to 1 May.
Heading the Malaysian delegation is The Honourable Dato Sri Tiong King Sing, Malaysia’s Minister of Tourism, Arts and Culture, with support from Tourism Malaysia’s Director General, Datuk Manoharan Periasamy. Representing the country at the event are 82 organizations, spanning five state tourism boards, 34 travel agencies, 35 hotels and resorts, two industry associations, five tourism product providers, and one airline.
“Our VM2026 initiative is a strategic effort that integrates visibility, accessibility, and enriched tourism experiences into one cohesive campaign,” said Minister Dato Sri Tiong King Sing. “It’s our blueprint for positioning Malaysia as a top-of-mind destination.”
A central visual identity of the campaign, the VM2026 logo embodies Malaysia’s rich heritage, lush landscapes, and cosmopolitan charm. Its centerpiece mascot—a friendly and animated Malayan Sun Bear—emphasizes the country’s dedication to biodiversity and family-oriented tourism. The sun bear, a symbol of conservation and national pride, adds a relatable and cheerful touch to the campaign’s global appeal.
Complementing the visual narrative is the official VM2026 theme song titled “Surreal Experiences.” This musical piece encapsulates the magic of Malaysia’s attractions and will serve as an emotional anchor for the campaign, designed to captivate audiences worldwide.
Malaysia has set ambitious goals: to welcome 45 million international visitors and generate RM270 billion (USD 60.8 billion) in tourism revenue by the end of 2025. But beyond the numbers, the campaign emphasizes sustainable growth, community participation, and tourism innovation.
In 2024 alone, 194,440 visitors from the Middle East travelled to Malaysia—an encouraging sign that the region remains a vital market for the country’s tourism ambitions.
About Tourism Malaysia:
Tourism Malaysia, officially known as the Malaysia Tourism Promotion Board, operates under the Ministry of Tourism, Arts and Culture. The agency’s mission is to position Malaysia as a must-visit destination globally. Its current focus lies on sustainable tourism practices, aligned with the UN’s Sustainable Development Goals (SDGs), and cross-border collaborations like the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT), which aims to boost regional tourism through joint campaigns running through 2025.
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