Malaysia Strengthens Tourism Strategy to Boost Visitor Spending Under Visit Malaysia 2026
PETALING JAYA: Malaysia is intensifying efforts to strengthen its tourism strategy by prioritising higher visitor spending as a key pillar of the Visit Malaysia Year 2026 (VM2026) campaign, in line with its RM329 billion revenue target.
Minister of Tourism, Arts and Culture, Tiong King Sing, said the government is working closely with global industry leaders to develop sustainable, high-value tourism initiatives.
The strategy was refined through extensive engagements at the ASEAN Tourism Forum 2026 in Cebu, Philippines, which brought together policymakers and major tourism stakeholders.
Key participants included Visa, Marriott International, Airbnb and Expedia, coordinated by the US-ASEAN Business Council.
Tiong said the companies demonstrated strong interest in expanding partnerships with Malaysia, particularly in enhancing visitor engagement and developing premium travel experiences.
“Our objective is to ensure that tourists not only visit Malaysia, but spend more time and money while enjoying high-quality services,” he said.
He emphasised that VM2026 is shifting away from a volume-based approach towards a value-driven tourism model.
One major focus is improving payment accessibility through prepaid cards and stored-value systems, enabling travellers to transact securely without relying solely on personal credit cards.
“Convenient and secure payment systems can significantly increase consumer confidence and stimulate spending,” he noted.
The government is also strengthening regulations for short-term rental accommodations to ensure balanced growth and community harmony.
Tiong said clearer operational standards are essential to protect travellers, operators and residents alike.
“We want this segment to grow responsibly and sustainably,” he added.
At the same time, the ministry is reviewing existing tourism legislation to align with evolving digital platforms and international best practices.
Industry feedback indicates rising hotel occupancy rates, longer visitor stays and growing demand for premium tourism products.
These positive indicators support Malaysia’s ambition to attract up to 47 million tourists by 2026.
Tiong stressed that VM2026 success should be measured not only by arrival figures, but also by economic contribution and visitor satisfaction.
“Tourism reflects our national image. We must ensure that every visitor leaves with a positive impression of Malaysia,” he said.
He added that coordinated efforts involving infrastructure upgrades, workforce development, digital transformation and governance reforms will position Malaysia as a leading destination in Asia-Pacific.
With a holistic and forward-looking strategy, Malaysia aims to strengthen its competitiveness and secure long-term growth for the tourism industry.
-wilayah.com.my
