The government is weighing a one-year extension of the Visit Malaysia 2026 (VM2026) campaign to strengthen the country’s position in an increasingly competitive global travel landscape.
Deputy prime minister Ahmad Zahid Hamidi announced that the VM2026 National Main Committee has agreed to prolong the campaign until the end of 2027, although the move is still subject to Cabinet approval.
The extension is aimed at giving authorities more time to maximise tourism opportunities and refine strategies amid shifting global travel patterns, with Ahmad Zahid noting it would allow Malaysia to “adopt a proactive approach in strengthening promotional strategies” while showcasing the country as a safe and competitive destination.
The extension is aimed at giving authorities more time to maximise tourism opportunities and refine strategies amid shifting global travel patterns, with Ahmad Zahid noting it would allow Malaysia to “adopt a proactive approach in strengthening promotional strategies” while showcasing the country as a safe and competitive destination.
He added that external factors, including geopolitical uncertainties, had influenced the decision. The ongoing conflict in the Middle East, which began earlier this year, has disrupted regional stability and affected international travel demand, prompting the government to reassess its tourism timeline.
“This measure also takes into account current developments, including the Middle East conflict, which has had a significant impact on regional stability and affected the global tourism sector,” he said.
The extended campaign is expected to help Malaysia better capitalise on evolving tourist trends and sustain momentum in the sector, which has shown steady recovery in recent years.
Ahmad Zahid said the extension would help strengthen branding efforts, attract more visitors and boost tourism revenue.
Malaysian Inbound Tourism Association president Mint Leong welcomed the proposal, describing it as a positive step for the industry, but stressed that stronger execution would be key to its success.
She said that if the campaign is extended, it must be backed by fresh funding for international promotions to ensure Malaysia remains visible in key markets.
Leong also emphasised the need to improve air connectivity, particularly from longhaul markets, noting that increased direct flights would play a crucial role in driving higher-value tourist arrivals.
At the same time, she called for closer collaboration between the government and industry players to ensure promotional efforts are more targeted and effective, adding that consistency in messaging and long-term planning would be critical to fully realise the campaign’s potential.
