MALAYSIA TARGETS 36 MILLION TOURISTS
Malaysia is preparing to revitalize international tourism in line with the Visit Malaysia 2026 plan announced by Prime Minister Dato’ Seri Anwar Ibrahim. The country aims to attract 35.6 million international visitors, generating approximately 30 billion euros in tourism revenue.
Highlights of the campaign include the Malaysia Bear mascot, symbolizing Malaysia's natural heritage and hospitality, the official campaign song “Surreal Experiences,” and strategic collaborations with AirAsia, Malaysia Airlines, Mastercard, Marriott and MATTA.
The campaign emphasizes sustainable tourism, engagement with local communities, and the importance of unforgettable experiences, while aiming to create a strong brand awareness through digital channels and increase the capacity of the tourism sector.
Remarkable results have also been achieved specifically in the Italian market. The number of Italian tourists visiting Malaysia reached 69,781 in 2024. This figure represents an increase of 27.5% compared to 2019 and 44.1% compared to 2023. This growth is attributed to strategic marketing activities, improved air connections, and the increasing interest of Italian travelers in authentic experiences.
Zalina Ahmad, Director of Tourism Malaysia for France, Spain, Portugal and Italy, stated that Malaysia offers an unforgettable travel experience with its natural wonders and rich cultural heritage. Ahmad also announced that the traditional breakfast culture, celebrated in Malaysia's 14 states, was added to the UNESCO Intangible Cultural Heritage List in 2024.
Tourism Malaysia continues to provide support to tourism professionals with tools such as the Malaysia Travel application and digital brochures. Malaysia's awareness as a destination is being increased through communication strategies carried out through traditional and digital media, using platforms such as Facebook, Instagram, YouTube, TikTok and WhatsApp Channel.
Source: TTG Italia
