TMM2026: Digital Promotion Strengthens Malaysia’s Tourism Industry
KUALA LUMPUR, Feb 8 — Malaysia is intensifying efforts to strengthen its tourism industry by placing digital promotion at the core of its strategy, in line with preparations for Visit Malaysia 2026 (TMM2026).
Tourism, Arts and Culture Minister Tiong King Sing said the digital-focused approach is being implemented continuously through Tourism Malaysia, covering all states including Sabah and Sarawak to ensure balanced and inclusive tourism development nationwide.
He noted that while the federal government continues to drive nationwide promotion, state tourism bodies must take a more proactive and creative role in developing new tourism products and travel packages that are competitive in the international market.
“MOTAC, through Tourism Malaysia, remains committed to promoting tourism across the country on an ongoing basis. However, attracting foreign visitors also depends on the ability of states to offer distinctive and appealing tourism experiences,” he said.
Tiong added that Tourism Malaysia is always ready to collaborate closely with state tourism agencies to promote tourism initiatives and packages, particularly through digital platforms with global reach.
He said Tourism Malaysia has also expanded strategic partnerships with private-sector players and major social media platforms such as TikTok, Weibo, Xiaohongshu and YouTube, leveraging internationally recognised influencers to boost Malaysia’s tourism visibility.
This year, Tourism Malaysia has worked with 95 influencers from 19 countries through various promotional programmes, including the All Star Influencers Award 2025 (ASIA), which involved visits to multiple states and generated between 1.1 billion and 1.3 billion digital impressions.
The campaigns featured destinations such as Johor, Pahang, Melaka, Selangor, Penang, Kedah and Sabah, helping to strengthen Malaysia’s presence in key global tourism markets.
Looking ahead to TMM2026, Tiong said Tourism Malaysia plans to collaborate with 210 influencers from strategic markets including China, Japan, Russia and others, with a combined audience exceeding 800 million followers.
“This expanded digital strategy is expected to further elevate Malaysia’s profile as a leading global tourism destination and support the long-term objectives of Visit Malaysia 2026,” he said.
-wilayah.com.my
