Friday, June 6, 2025
Malaysia’s Deputy Prime Minister, Datuk Seri Dr. Ahmad Zahid Hamidi, has concluded a landmark visit to the United Kingdom, culminating in the official launch of the Visit Malaysia 2026 (VM2026) campaign. This visit highlighted Malaysia’s commitment to strengthening tourism ties with the UK and expanding its international visitor base. The Deputy Prime Minister’s visit was accompanied by Datuk Zakri Jaafar, Malaysia’s High Commissioner to the UK, further underscoring the importance of building solid bilateral relations between Malaysia and the UK, particularly in the area of tourism.
The VM2026 campaign is set to serve as a key catalyst in boosting Malaysia’s global tourism profile, and the UK is a central market in this ambitious effort. This visit further solidified Malaysia’s plans to enhance its tourism outreach and engage with the UK market through a series of strategic measures and goals aimed at attracting more visitors. The Deputy Prime Minister outlined an ambitious goal of attracting 500,000 UK visitors in 2026, a significant increase from the 345,000 UK arrivals recorded in 2024, demonstrating Malaysia’s confidence in the UK as a priority tourism market.
Strengthening Bilateral Ties and Tourism Relations
Accompanied by Malaysia’s High Commissioner to the UK, Datuk Zakri Jaafar, Deputy Prime Minister Zahid engaged with key stakeholders across the UK travel and tourism industry. Discussions focused on fostering deeper collaboration and exploring new avenues for growth in tourism between the two nations. The visit also included a tourism roundtable session with UK industry leaders, aiming to align efforts and strategies to boost visitor numbers from the UK to Malaysia.
Ambitious Visitor Target for 2026
During the launch event in London, Deputy Prime Minister Zahid announced an ambitious target of attracting 500,000 UK visitors in 2026, a significant increase from the 390,035 UK arrivals recorded in 2024. This target reflects Malaysia’s confidence in the UK as a priority market and its commitment to strengthening tourism ties.
Visit Malaysia 2026 Campaign: Strategic Pillars
The VM2026 campaign is built upon five strategic pillars:
- Sustainable Tourism: Promoting eco-friendly travel options and environmental consciousness to ensure the preservation of Malaysia’s natural resources.
- Cultural and Heritage Experiences: Highlighting Malaysia’s rich history, diverse cultures, and traditions to offer tourists authentic and meaningful cultural exchanges.
- Adventure and Nature-Based Travel: Positioning Malaysia as a hub for nature lovers and adventure enthusiasts with its stunning rainforests, islands, and outdoor activities.
- Digital Innovation: Embracing new technologies to improve the overall visitor experience, from booking systems to virtual experiences.
- Enhanced Global Connectivity: Strengthening air connectivity and international routes to facilitate easier access for travelers.
Infrastructure Enhancements to Support Growth
In preparation for the anticipated increase in tourist arrivals, Malaysia has approved the addition of 103 new international routes, 29 additional flight frequencies, and five charter flights. These enhancements aim to bolster connectivity and provide travelers with more options to reach Malaysia.
Collaboration with Industry Partners
To amplify the VM2026 campaign, Tourism Malaysia has partnered with Agoda, a leading digital travel platform. This collaboration includes targeted digital campaigns and knowledge-sharing workshops focused on traveler behavior and sustainable tourism practices. Agoda will leverage its global reach to promote Malaysia’s diverse attractions, from its culinary delights to its scenic wonders, to a broader audience.
A Diverse and Welcoming Destination
Malaysia offers a distinctive and diverse travel experience shaped by its vibrant cities, rich cultural heritage, lush natural environments, and world-class hospitality.
From Kuala Lumpur’s skyline to ancient rainforests and idyllic islands, the country presents a wealth of experiences within easy reach. A robust tourism infrastructure, English-speaking environment, and a warm, multilingual culture make Malaysia an especially attractive destination for UK travelers.
Conclusion
The launch of the Visit Malaysia 2026 campaign signifies a renewed commitment to strengthening tourism ties between Malaysia and the United Kingdom. With strategic initiatives, enhanced infrastructure, and collaborative partnerships, Malaysia is poised to achieve its ambitious target of 500,000 UK visitors in 2026.
The campaign not only aims to boost tourist arrivals but also to foster cultural exchange and mutual understanding between the two nations.
