Malaysia is preparing to revive international tourism in line with the Visit Malaysia 2026 plan announced by Prime Minister Dato' Seri Anwar Ibrahim. The country's goal is to welcome 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 the importance of sustainable tourism, engagement with local communities, and 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 in 2024 reached 69,781. 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 connectivity, 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 included in 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 destination awareness 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