What we know about Malaysia VM2026 unveiled at ATM 2025 Dubai
New campaign targets Middle East travellers with fresh experiences and bold goals
DUBAI: As the Arabian Travel Market 2025 wrapped up yesterday, Malaysia left a memorable mark with the vibrant unveiling of its Visit Malaysia Year 2026 (VM2026) campaign.
Through Tourism Malaysia, the country showcased its ambitions to strengthen its ties with West Asia and attract millions of new visitors.
The four-day event, held at Dubai World Trade Centre from 28th April to 1st May, saw a strong Malaysian presence aimed at promoting immersive, sustainable tourism experiences.
Malaysia’s VM2026 at ATM 2025
Led by Sri Tiong King Sing, Malaysia’s Minister of Tourism, Arts and Culture, the country’s delegation was among the most prominent at ATM. Accompanied by Manoharan Periasamy, Director General of Tourism Malaysia, the team comprised 82 organisations – including five state tourism boards, 34 tour operators, 35 hotels and resorts, five tourism products, two tourism associations, and one airline. The comprehensive representation highlighted Malaysia’s multipronged approach to destination promotion.
Sri Tiong King Sing described the VM2026 initiative as a “comprehensive framework to boost Malaysia’s visibility, enhance destination accessibility and elevate our tourism offerings.”
Cultural showcase
A major highlight was the launch of the VM2026 promotional video, designed to capture “surreal experiences” that await visitors. From lush rainforests and cultural festivals to futuristic skylines, the video underlined Malaysia’s diverse appeal. Complementing the video was the official campaign theme song titled “Surreal Experiences”, which will be central to engaging global audiences.
The VM2026 campaign logo, a vibrant emblem inspired by Malaysia’s cultural and natural wealth, was also revealed. Adding a unique twist, the Malayan Sun Bear – an endangered species – was introduced as the campaign’s animated mascot. With its friendly design, the mascot aims to resonate with families and wildlife lovers alike, reflecting Malaysia’s dedication to conservation and sustainable tourism.
Strategic goals
Malaysia has set its sights on welcoming 45 million international visitors and achieving RM270 billion (Dh60.8 billion) in tourism receipts by 2025. This ambitious target also aligns with broader objectives of innovation, sustainability, and community engagement across the tourism sector.
In 2024, Malaysia welcomed 194,440 tourists from the Middle East, signalling strong potential for further growth in the region. The campaign also supports wider regional initiatives like the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT) Visiting Year 2023–2025, promoting the region as a unified travel destination.