Malaysia Prepares for Visit Malaysia 2026 at ASEAN Tourism Forum 2025
Johor Bahru, Malaysia, January 18, 2025 / TRAVELINDEX / As Malaysia prepares for the launch of its Visit Malaysia 2026 (VM 2026) campaign, the country is setting ambitious targets aimed at driving growth in its tourism sector. Malaysia aims to attract 35.6 million international tourists and generate an impressive RM147.1 billion in tourism revenue. To achieve these goals, the Malaysian government has committed a substantial RM550 million to tourism promotion, which includes measures such as extending visa-free access for travelers from China and India through the end of 2026. This strategic move reflects Malaysia’s determination to enhance its appeal to international visitors and stimulate tourism growth. The country also has an intermediate goal of welcoming 27.3 million foreign tourists and generating RM102.7 billion in tourism revenue in 2024, showcasing a strong commitment to the recovery and revitalization of its tourism industry.
In parallel with these efforts, the ASEAN Tourism Forum (ATF) 2025, which took place in Johor Bahru, Malaysia, from January 15 to 20, provided a significant platform for industry leaders and stakeholders from across Southeast Asia to meet, discuss, and shape the future of tourism in the region. This year’s event brought together over 1,000 delegates to explore pressing issues affecting the tourism sector, with a focus on innovation, sustainability, and collaboration. The theme of the forum, “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow,” captured the essence of the event, which aimed to strengthen regional cooperation and create a cohesive vision for the future of tourism in ASEAN countries.
One of the core messages emphasized during ATF 2025 was the importance of sustainability in tourism development. Malaysia used the forum as a platform to promote its tourism strategy for Visit Malaysia 2026, which highlights eco-conscious travel and the promotion of lesser-known destinations. With a growing focus on sustainability, Malaysia is working to reshape its tourism offerings by encouraging more responsible travel choices, particularly in less-explored areas of the country. This effort is seen as a way to mitigate overtourism while offering tourists more authentic experiences in smaller towns and rural locations.
Experts at the forum pointed out that tourism, if managed well, can be a powerful force for conservation and sustainable development. Justine Vaz, Executive Director of The Habitat Foundation, highlighted the importance of promoting hidden gems and lesser-known areas within Malaysia, such as small towns and rural regions. These destinations not only provide unique cultural experiences but also help to alleviate the pressure on more crowded tourist hotspots. Vaz also shared the success of her foundation’s eco-tourism initiatives, which help to preserve Malaysia’s natural heritage while benefiting local communities. According to Vaz, Habitat, which has been operating since 2016, has remained financially sustainable while contributing to conservation efforts, such as protecting park reserves from poaching.
Another critical aspect of the forum was addressing the challenges of overtourism, especially in popular destinations like Semporna in Sabah. Speakers emphasized the need to create tourism experiences that are both purpose-driven and environmentally sustainable. Cher Chua-Lassalvy, Co-founder of Batu Batu, a private island resort off the coast of Johor, shared how their resort uses sustainable practices to maintain the ecological balance of the island. This includes mapping the impact of visitor occupancy on the local flora and fauna, which helps the resort adjust its visitor numbers accordingly. By focusing on sustainability, Batu Batu has successfully positioned itself as an eco-conscious destination, catering to travelers who prioritize environmental preservation.
The importance of preserving both natural and cultural heritage was also a central theme of ATF 2025. Datuk P. Manoharan, the Director-General of Tourism Malaysia, emphasized the need to balance tourism growth with the protection of Malaysia’s diverse cultural and environmental assets. To ensure that tourism remains sustainable in the long term, Malaysia is focusing on measures such as limiting visitor numbers in ecologically sensitive areas, as well as promoting lesser-known destinations to reduce the strain on high-traffic tourist spots.
A standout feature of the ATF 2025 was the ASEAN Travel Exchange (TRAVEX), which provided an invaluable opportunity for networking among 221 sellers from ASEAN member states and 329 buyers from 41 countries. This business-to-business exchange was crucial in driving partnerships and expanding business opportunities across the region. It allowed tourism professionals to forge new connections, discuss emerging trends, and explore innovative ways to enhance the travel experience for both tourists and service providers.
Technology, particularly Artificial Intelligence (AI) and digital transformation, was another key topic of discussion at the forum. With the increasing reliance on digital tools to improve the travel experience, AI-driven initiatives are expected to shape the future of ASEAN tourism. AI-based solutions, such as personalized trip planning, advanced data analytics for understanding traveler behavior, and improved digital payment systems, are gaining traction as they offer more tailored and seamless travel experiences. Malaysia is positioning itself at the forefront of this digital transformation, with a focus on creating a user-friendly and efficient travel experience for visitors, from the planning phase to their arrival.
However, the rapid rise of AI also raised concerns about its impact on the industry. Noor Ahmad, CEO of the Pacific Asia Travel Association (PATA), discussed the inevitable integration of AI in tourism, particularly in replacing traditional roles such as tour guides with AI-powered devices and platforms. Despite the disruptive nature of these technologies, Ahmad argued that AI could lead to greater efficiency within the tourism sector by streamlining operations and reducing costs, particularly for lower-level tasks. At the same time, there was recognition that AI cannot replace the human touch entirely, and tourism professionals must adapt to this evolving technological landscape by embracing new tools while maintaining the value of human expertise in delivering quality service.
Talent development also emerged as a key priority for the tourism sector. As AI and digital tools increasingly shape the industry, there is a growing need for a workforce that is well-equipped with the skills to manage new technologies, customer service expectations, and sustainable practices. ASEAN countries are investing in training and education programs to develop a future-ready workforce. These programs aim to equip hospitality professionals with advanced skills in digital marketing, customer engagement, and sustainability, ensuring that the tourism industry is prepared for the changes ahead.
Randy Durband, CEO of the Global Sustainable Tourism Council (GSTC), spoke about how AI is transforming the way travel is marketed and planned. He noted that AI is helping to curate personalized travel experiences for consumers by aggregating and analyzing vast amounts of data to identify preferences and trends. However, he also pointed out that AI’s role in tourism is not to replace human workers, but rather to enhance efficiency and help workers focus on higher-level tasks, ultimately improving the quality of the visitor experience.
Finally, Malaysia’s Minister of Tourism, Arts, and Culture, Dato Sri Tiong King Sing, emphasized the need for greater regional cooperation within ASEAN to strengthen the tourism sector. During his opening speech, he outlined the importance of aligning policies, investments in infrastructure, and joint marketing strategies across ASEAN nations. By working together, ASEAN countries can promote the region as a unified and seamless travel destination, ensuring greater connectivity and enhanced experiences for visitors. The concept of a regional tourism pass, which would allow travelers to visit multiple ASEAN countries without the hassle of dealing with separate visa requirements, was discussed as a way to further promote intra-regional travel.
Overall, ATF 2025 served as a vital platform for discussing the future of ASEAN tourism. With a focus on sustainability, digital transformation, and regional cooperation, the event provided valuable insights into how ASEAN countries can collaborate to create a more resilient, inclusive, and sustainable tourism ecosystem. As Malaysia works toward achieving its Visit Malaysia 2026 goals, and as ASEAN continues to strengthen its position as a top global tourism destination, the key takeaways from ATF 2025 underscore the importance of embracing innovation, sustainability, and unity in shaping the future of travel in the region.