Malaysia touts cultural diversity, ‘surreal experiences’ in 2026 tourism push

MELAKA, Malaysia — Malaysia has officially launched its Visit Malaysia 2026 (VM2026) campaign, a major bid to capture the global tourism market by showcasing the nation's rich cultural diversity and promising unique experiences.

The campaign, themed "Malaysia Truly Asia” and “Surreal Experiences” was unveiled with a grand ceremony at Encore Melaka on Saturday, September 27.

Officiated by Prime Minister Datuk Seri Anwar Ibrahim, the high-profile launch signals the nation's ambitious tourism goals.

The campaign targets attracting 35.6 million international visitors and generating RM147.1 billion in revenue by 2026.

In his address to thousands of locals and over 150 United Nations World Tourism Organization (UN WTO) delegates, the Prime Minister emphasized the campaign's role in elevating Malaysia’s global standing as a premier and sustainable tourist destination.

The strategy will focus on elevating Malaysia’s global standing by emphasizing sustainable and eco-friendly tourism, immersive cultural and heritage experiences, sustainable nature and adventure tourism and leveraging digital innovation.

Moreover, Anwar emphasized Malaysia’s diversity as an asset that should be showcased to the world.

"Malaysia is a multiracial and multi-religious country, with Malays, Chinese, Indians, Kadazans, Ibans and others," he said. "I, as a Malaysian, am very proud to show that this country is unique; even though Islam is the federal religion, it still celebrates the diversity of other cultures and religions," he added.

Spotlight on Melaka

The historic city of Melaka, a UNESCO World Heritage site, was chosen as the key venue for the launch festivities. The selection aligns with Malaysia's role as the host for the 2025 World Tourism Day and World Tourism Conference, both of which emphasize the theme of “sustainable tourism and transformation.”

Historically, Melaka was a major maritime crossroads, shaped by influences from the Malay Sultanate, Chinese traders and later, European colonial powers. This multicultural past is still evident today in the city's distinct architecture and heritage.

Leveraging this unique identity, the state has set its own ambitious target of drawing 16.5 million tourists with a projected revenue of RM23.48 billion as part of the nationwide VM2026 campaign.

The VM2026 launch in Melaka saw a massive artistic showcase, highlighted by a series of cultural performances and a record-breaking performance where over 3,000 youths in traditional attire performed the Zapin dance, earning a spot in the Malaysia Book of Records.

The celebration’s centerpiece was a spectacular 1,000-drone light show that lit up the Klebang sky over the Straits of Malacca, complemented by an International Kite Festival and a festival celebrating the traditional game of Konda Kondi.

Adding historical depth to the event, an exclusive exhibition on Enrique de Malacca, the local interpreter in Magellan's fleet, featured rare 16th-century documents that underscore the region's deep connection to world history.

This focus on a local historical figure directly ang spotlighting Melaka are both aligned with Prime Minister Anwar’s message on the importance of re-examining the nation's past.

In a post on the social media platform X, he stated that the VM2026 campaign was more than just about tourism.

“Visit Malaysia Year 2026 is a celebration of tourism attractions, and also an effort to revive the grand pages of history, by re-etching the history of nationhood that was not pointed at and determined through the lens of fierce imperialism. ”