Malaysia’s prime minister, Anwar Ibrahim, officially launched the Visit Malaysia 2026 (VM2026) campaign on January 6 at the Malaysia Airports Engineering Complex in Sepang, highlighting the crucial role of sustainable tourism in driving economic growth and benefiting local communities.

Anwar emphasised the importance of balancing development with environmental preservation, advocating for sustainable practices to improve the nation’s quality of life. He noted that the impact of VM2026 would extend well beyond tourism, benefiting sectors such as hospitality, transport, retail, and food industries.

During the launch, he unveiled the campaign’s logo, mascot, theme song, and the aircraft livery featured on the planes of Malaysia Airlines, AirAsia, and Batik Air Malaysia.

This marks the first time these airlines will proudly display the logo as part of their aircraft designs, symbolising a united effort to promote tourism and generate excitement for the transformative year ahead.

The event also premiered the official VM2026 theme song, titled Surreal Experiences, which captures the essence of Malaysia’s unique offerings. This song will be a key component of the campaign to attract global attention and engage visitors with the enchanting experiences Malaysia has to offer.

In addition, the Malayan Sun Bear, an endangered species and a symbol of Malaysia’s commitment to wildlife conservation, has been adopted as the official icon for the campaign.

Designed in a lovable, animated style, the Malayan Sun Bear aims to appeal to all ages, evoking a sense of warmth and joy, and further enhancing Malaysia’s image as a welcoming destination for tourists.

In his speech, the minister of tourism, arts and culture Malaysia, Tiong King Sing, shared that the campaign is founded on two key pillars: high-yield and sustainable tourism, which demonstrates “our dedication to delivering meaningful experiences while safeguarding Malaysia’s unique treasures”.

To achieve this, the plan focuses on key strategies: increasing tourist arrivals by encouraging longer stays, extending visit durations through enriched cultural and eco-tourism offerings, and driving higher spending by promoting niche tourism experiences.

The event was attended by key representatives from various ministries and leaders from the travel trade industry, reflecting the national significance of the VM2026 campaign.

The campaign has set an ambitious target to welcome 35.6 million international visitors and generate 147.1 billion ringgit (US$31.2 billion) in tourism receipts.