Malaysia Strengthens TMM2026 Promotion Through Global Partnerships, Targets Massive International Reach
KUALA LUMPUR: Malaysia is intensifying its tourism promotion efforts for Visit Malaysia Year 2026 (TMM2026) through large-scale international collaborations, aiming to significantly expand the country’s global visibility and visitor appeal.
Tourism, Arts and Culture Minister Tiong King Sing said the initiative involves strategic partnerships with more than 210 digital influencers from key markets such as China, Japan, and Russia, collectively reaching over 800 million followers worldwide.
He explained that the move aligns with the long-term promotional strategy of Tourism Malaysia to leverage digital platforms and global networks to enhance Malaysia’s international tourism profile.
“This approach allows us to engage directly with global audiences through trusted digital voices, making our tourism promotion more impactful and relevant,” he said during his parliamentary address.
According to Tiong, the ministry is also collaborating with major social media platforms, including TikTok, Weibo, Xiaohongshu, and YouTube, as well as well-known influencers who play a key role in shaping travel trends.
Through these partnerships, Malaysia’s tourism offerings will be presented in creative, authentic, and engaging formats that resonate with modern travellers.
He added that the ministry is currently exploring potential collaborations with streaming and telecommunications companies to produce high-quality digital content in conjunction with TMM2026.
Such content, including travel documentaries, tourism series, and interactive campaigns, is expected to strengthen Malaysia’s branding and attract a broader international audience.
At the same time, Tiong emphasised that tourism promotion efforts will cover all states, including Sabah and Sarawak, to ensure balanced economic benefits across the country.
“We encourage state tourism bodies to be more proactive in developing competitive products and attractive packages that meet international market demands,” he said.
On tourism safety, particularly in certain areas such as Kudat in Sabah, Tiong said the ministry has taken proactive measures by engaging with international industry players to clarify the current situation.
Promotional campaigns have also been enhanced to reinforce Malaysia’s reputation as a safe, stable, and welcoming destination.
He stressed the importance of continuous cooperation with the Ministry of Foreign Affairs to address travel advisories issued by foreign governments and maintain international confidence.
“Our goal is to ensure that Malaysia remains a top choice for global travellers, not only because of its attractions, but also due to its safety standards and service quality,” he said.
Tiong noted that the success of TMM2026 is crucial not only for the tourism industry but also for the wider economy, as it contributes to job creation, income growth, and community development.
Moving forward, the government aims to position Malaysia as a future-ready tourism destination that combines cultural richness, digital innovation, and sustainable development.
-wilayah.com.my
