The Malaysian Tourism Federation (MTF) has urged the government to provide a comprehensive tourism budget ahead of Visit Malaysia Year 2026 (VMY2026), emphasising that the industry needs stronger and broader support to be fully prepared.
MTF president Sri Ganesh Michiel said that while current schemes such as the Cultural Sector Support Grant and the Tourism Sector Support Grant help industry players participate in fairs and cultural programmes, they are not sufficient to ensure readiness.
He explained in a press statement: “Organising or joining fairs is good, but these platforms cannot succeed if players do not have the promotional materials, digital content, or quality products to showcase. Smaller operators, such as budget hotels and local tour agents, often lack the funds to prepare effectively. Without direct assistance, their potential remains under-utilised.”
The federation has proposed a Direct Promotion Grant for licensed tourism operators to help them develop branding, create promotional materials, and enhance their visibility in both local and international markets. It also underlined the urgent need for stronger digital marketing, including social media campaigns and e-marketplace presence, describing online exposure as “no longer optional but essential to reach global travellers”.
MTF also called for incentives for tourism associations, highlighting their role in mobilising members and coordinating promotions. Associations ensure compliance, coordinate collective promotions, and drive nationwide participation in tourism campaigns.
At the same time, it urged tougher enforcement against unlicensed operators, stricter measures to prevent revenue leakage, and full reinvestment of tourism tax collected at airports and other entry points into the tourism ecosystem.
“Malaysia must go further by empowering registered players, associations, media, and workforce with direct support, digital exposure, infrastructure development, and incentives,” said Ganesh.
The federation further proposed a Media Promotion Grant covering both traditional and digital platforms, to empower media partners as key allies in promoting Malaysia’s image worldwide, building international awareness, and ensuring the success of VMY2026.
It also stressed the importance of investing in human resources through training and certification of frontline staff such as hotel workers, guides, and drivers, as well as upgrading airports, transport systems, and facilities to create seamless travel experiences.
