Tourism Malaysia to focus on eco-tourism and culture as it sets ambitious targets for 2026 Tourism Malaysia to focus on eco-tourism and culture as it sets ambitious targets for 2026

Tourism Malaysia has unveiled its vision for promoting the country in 2026, and the new strategy will have a focus on eco-tourism and culture.

The country hopes to attract half a million UK visitors in 2026, a significant increase from the 345,000 UK arrivals in 2024. It is hoped that new flights, including the return of British Airways’ daily direct flights to Kuala Lumpur, will drive more visitors to discover the Southeast Asian destination.

Speaking with Wanderlust Editor-in-Chief George Kipouros, Deputy Prime Minister and Minister of Rural and Regional Development, Dato’ Seri Dr. Ahmad Zahid Bin Hamidi, said, “VM2026 is Malaysia’s flagship campaign to showcase a revitalised, resilient, and responsible tourism sector. We aim to attract 45 million international visitors and generate RM270 billion in receipts, while focusing on quality, not just quantity.

“The campaign is built on five strategic pillars: sustainable tourism, culture and heritage, nature and adventure, digital innovation, and global connectivity. The Malayan Sun Bear mascot reflects our conservation ethos. VM2026 is designed to meet the needs of modern travellers seeking immersive, meaningful, and environmentally conscious experiences.”

Like many destinations, Malaysia wants to balance tourism growth with conservation and sustainability to ensure that increased visitors benefits both travellers and residents.

Hamidi added, “Sustainability is at the heart of Malaysia’s tourism vision. Guided by frameworks like the Malaysia Sustainable Tourism Blueprint and National Ecotourism Plan, we aim to conserve biodiversity, reduce environmental impact, and empower local communities.

“Initiatives include eco-certification carbon-conscious infrastructure, digital visitor tracking, and stricter conservation standards in national parks. We’re also working closely with the private sector and educating travellers to promote responsible practices. Our long-term goal is to position Malaysia as a global leader in sustainable tourism— where growth supports both people and the planet.”

On the eco-tourism side, Malaysia is working to improve infrastructure and capacity planning at protected sites like Kinabalu UNESCO Global Geopark and Royal Belum State Park. Community-based tourism is also seen as a key focus for Malaysia, through indigenous-led initiatives in Sabah and Sarawak as well as the Malaysia Homestay Programme, where visitors can stay at homes in a kampung, or traditional village.

More than 200 cultural practitioners are involved in the plans for Visit Malaysia 2026, which will feature festivals, performances and culinary tours. The country hopes to preserve traditions like mak yong (a dance drama inscribed on UNESCO’s Intangible Cultural Heritage of Humanity list), wayang kulit (a form of shadow puppetry), and silat (a kind of martial arts).

Malaysia has also proven to be a popular destination for digital nomads in recent years, having launched the De Rantau Nomad Pass in September 2022. The visa is valid for a year, with the option to extend for another year.

Hamidi said, “Malaysia’s diversity, affordability, and hospitality set it apart. From vibrant cities and pristine beaches to ancient rainforests and highland retreats, experiences are rich and easily accessible. The UK is a valued market, with strong visitor numbers and new direct flights enhancing connectivity. However, challenges remain: balancing tourism growth with conservation, building climate resilience, and embedding a culture of sustainability across the sector. Our long-term vision is for Malaysia to be not just a top travel destination, but a global model for sustainable, inclusive tourism that enriches both visitors and host communities.”

More information: malaysia.travel