Malaysia’s tourism industry is poised for a remarkable rebound, with projections indicating a surpassing of pre-pandemic levels from 2019 and a promising trajectory for future growth, bolstered by strategic collaborations and partnerships within the airline sector.
Malaysia welcomed 20.1 million international tourists in 2023, generating a substantial revenue of 71.3 billion ringgit (US$14.9 billion). Although this achievement exceeded the Ministry of Tourism, Arts and Culture’s target of 16.1 million arrivals, it notably fell short of the robust figures seen in 2019, where 26.1 million international tourists contributed 86.1 billion ringgit to the country’s economy.
Malaysia surpassed the government’s target of 16.1 million arrivals in 2023 with 20.1 million tourists; Kuala Lumpur in Malaysia, pictured
Addressing the APG Network Annual General Meeting 2024, deputy tourism, arts and culture minister Khairul Firdaus Akbar Khan articulated the government’s ambitious aspirations, setting a target of 27.3 million tourists and aiming for 102.7 billion ringgit in tourist expenditure for 2024.
He stressed the ongoing promotional initiatives and events, particularly highlighting the state-focused campaigns in Melaka, Kelantan, Perak, and Perlis. Expressing optimism, he underscored Malaysia’s commitment to surpassing pre-pandemic benchmarks, aligning with the United Nations Sustainable Development Goals.
Looking ahead, the government has set its sights even higher, with a tourism target of 31.4 million visitors and revenue of 125.5 billion ringgit slated for 2025. For Visit Malaysia 2026, an ambitious goal of attracting 35.6 million tourists is established, with an anticipated tourism revenue of 147.1 billion ringgit.
During his presentation at the event, Shahrin Mokhtar, director, strategic planning at Tourism Malaysia, highlighted the pivotal role of enhanced air connectivity in bolstering international arrivals to Malaysia.
He elaborated on the availability of a matching grant designed to incentivise airlines to initiate new services, augment existing frequencies, or introduce charter services to Malaysia.
Moreover, Tourism Malaysia is deepening its collaboration with local airlines flying on international routes, with a specific focus on promoting stopover programmes and seamlessly converting transit passengers at Kuala Lumpur International Airport into tourists, thereby harnessing the full tourism potential of the nation.
Emphasising the significance of strategic partnerships, Shahrin also underscored the importance of alliances with Middle Eastern airlines to attract European tourists to Malaysia. Additionally, he highlighted the value of collaborations with airlines operating in Singapore to entice more Chinese tourists to visit Malaysia.
These partnerships serve as vital conduits for diversifying and expanding Malaysia’s tourism base, tapping into key source markets and fostering sustainable growth in the industry.
Malaysia’s tourism sector is expected to generate earnings of 375.3 billion ringgit over the course of 2024 to the Visit Malaysia campaign year in 2026.
Khairul also shared that in 2023, Malaysia recorded 20.1 million tourists, successfully surpassing the government’s target of 16.1 million arrivals.
This year, the government has set a target of 27.3 million tourists which will attract some 102.7 billion ringgit in tourism revenue.
Malaysia’s tourism industry is poised for a remarkable rebound, with projections indicating a surpassing of pre-pandemic levels from 2019 and a promising trajectory for future growth, bolstered by strategic collaborations and partnerships within the airline sector.
Malaysia welcomed 20.1 million international tourists in 2023, generating a substantial revenue of 71.3 billion ringgit (US$14.9 billion). Although this achievement exceeded the Ministry of Tourism, Arts and Culture’s target of 16.1 million arrivals, it notably fell short of the robust figures seen in 2019, where 26.1 million international tourists contributed 86.1 billion ringgit to the country’s economy.
Addressing the APG Network Annual General Meeting 2024, deputy tourism, arts and culture minister Khairul Firdaus Akbar Khan articulated the government’s ambitious aspirations, setting a target of 27.3 million tourists and aiming for 102.7 billion ringgit in tourist expenditure for 2024.
He stressed the ongoing promotional initiatives and events, particularly highlighting the state-focused campaigns in Melaka, Kelantan, Perak, and Perlis. Expressing optimism, he underscored Malaysia’s commitment to surpassing pre-pandemic benchmarks, aligning with the United Nations Sustainable Development Goals.
Looking ahead, the government has set its sights even higher, with a tourism target of 31.4 million visitors and revenue of 125.5 billion ringgit slated for 2025. For Visit Malaysia 2026, an ambitious goal of attracting 35.6 million tourists is established, with an anticipated tourism revenue of 147.1 billion ringgit.
During his presentation at the event, Shahrin Mokhtar, director, strategic planning at Tourism Malaysia, highlighted the pivotal role of enhanced air connectivity in bolstering international arrivals to Malaysia.
He elaborated on the availability of a matching grant designed to incentivise airlines to initiate new services, augment existing frequencies, or introduce charter services to Malaysia.
Moreover, Tourism Malaysia is deepening its collaboration with local airlines flying on international routes, with a specific focus on promoting stopover programmes and seamlessly converting transit passengers at Kuala Lumpur International Airport into tourists, thereby harnessing the full tourism potential of the nation.
Emphasising the significance of strategic partnerships, Shahrin also underscored the importance of alliances with Middle Eastern airlines to attract European tourists to Malaysia. Additionally, he highlighted the value of collaborations with airlines operating in Singapore to entice more Chinese tourists to visit Malaysia.
These partnerships serve as vital conduits for diversifying and expanding Malaysia’s tourism base, tapping into key source markets and fostering sustainable growth in the industry.
Malaysia’s tourism sector is expected to generate earnings of 375.3 billion ringgit over the course of 2024 to the Visit Malaysia campaign year in 2026.
Khairul also shared that in 2023, Malaysia recorded 20.1 million tourists, successfully surpassing the government’s target of 16.1 million arrivals.
This year, the government has set a target of 27.3 million tourists which will attract some 102.7 billion ringgit in tourism revenue.