KUALA LUMPUR, Malaysia, is set to broaden its tourism promotion efforts beyond the Asean region ahead of Visit Malaysia 2026 (VM2026), with new attention directed towards European and Central Asian markets.
Malaysian Association of Tour and Travel Agents (MATTA) president Nigel Wong said while demand from Asean travellers remains steady, diversification is necessary to sustain growth.
He said Croatia and Georgia have been identified as high-potential markets, alongside efforts to rejuvenate interest from traditional European source countries such as Poland and the Netherlands.
“Countries in Central Asia are also being explored as part of our expansion strategy,” he said.
Wong said VM2026 should be viewed as a long-term catalyst to elevate Malaysia’s tourism sector.
“It must not be seen as a one-off event. Continuous efforts from both the government and private sector are needed to maintain momentum,” he said.
He noted that travellers aged between 20 and 30 are visiting Malaysia more frequently, mainly for cultural, culinary and nature-based activities.
“Chinese tourists often travel during Golden Week, while European visitors come during their winter season,” he said, adding that Ipoh, Penang, Melaka, Sabah and Sarawak are seeing rising interest.
Malaysia Tourism Federation (MTF) president Dr Sri Ganesh Michiel said key destinations continue to include Kuala Lumpur, Genting Highlands, Penang, Langkawi, Sabah and Sarawak.
He said ecotourism locations such as Cameron Highlands, Tasik Kenyir and Kota Baru are gaining attention, while Johor Baru remains a top choice for Singaporean tourists.
Chinese and Indian tourists usually have interests in urban settings, retail, and are drawn to the many islands, while Middle Eastern travellers usually look for family-oriented luxury destinations such as Langkawi and Kuala Lumpur, according to Sri Ganesh.
Visitors from Europe generally enjoy visiting places that reflect culture and nature, including Sabah, Sarawak and heritage towns such as George Town and Melaka, he said. He stressed that Federation and state coordination, as well as industry partnerships, need to be strengthened for VM2026.
“We anticipate 2026 to be a strong rebound year, targeting high-value and longer-staying tourists. Regulatory matters involving short-term rentals and online travel agents should be addressed before VM2026,” he added.
