With forecasts showing exceeding pre-pandemic levels from 2019 and a promising trajectory for future growth, supported by strategic collaborations and partnerships within the airline sector, Malaysia’s tourist industry is set for an impressive comeback. 

In 2023, Malaysia received 20.1 million foreign visitors, bringing in a healthy 71.3 billion ringgit (US$14.9 billion). While this accomplishment was higher than the 16.1 million arrival target set by the Ministry of Tourism, Arts, and Culture, it was not as high as the impressive numbers from 2019, when 26.1 million foreign visitors brought in 86.1 billion ringgit to the national economy. 

Deputy Minister of Tourism, Arts, and Culture Khairul Firdaus Akbar Khan presented the government’s ambitious goals to the APG Network Annual General Meeting 2024. He set a goal of 27.3 million tourists and 102.7 billion ringgit in tourist expenditure. 

He highlighted the state-focused efforts in Melaka, Kelantan, Perak, and Perlis, as well as the ongoing promotional initiatives and events. He was upbeat and emphasized Malaysia’s resolve to exceed pre-pandemic standards to comply with the Sustainable Development Goals of the UN. 

The government has even higher goals in mind for the future: 31.4 million tourists and 125.5 billion ringgit in income are expected to be attained by 2025. With a projected tourism revenue of 147.1 billion ringgit, Visit Malaysia 2026 has set an ambitious objective of drawing in 35.6 million visitors. 

Shahrin Mokhtar, director of strategic planning at Tourism Malaysia, emphasized during his presentation at the occasion the critical role that improved aviation connectivity plays in supporting foreign visits to Malaysia. 

He went into more detail about the matching incentive that is available to airlines as a means of encouraging them to start new routes, increase the frequency of current services, or offer charter services to Malaysia. 

In addition, Tourism Malaysia is strengthening its partnership with domestic carriers operating on international routes, with an emphasis on marketing stopover packages and smoothly transforming transit passengers at Kuala Lumpur International Airport into visitors, so realizing the country’s full tourism potential. 

In addition to stressing the value of alliances with Middle Eastern airlines, Shahrin also emphasized the significance of strategic relationships to draw European travellers to Malaysia. He also emphasised the importance of working together with Singaporean Airlines to encourage more Chinese travellers to Malaysia. 

These collaborations are essential for broadening and diversifying Malaysia’s tourist business, connecting it with important source markets, and promoting long-term, steady growth. 

In 2024, Malaysia’s tourist industry is projected to bring in 375.3 billion ringgit, with the Visit Malaysia campaign year following in 2026. 

Khairul also revealed that Malaysia recorded 20.1 million visitor arrivals in 2023, comfortably exceeding the government’s target of 16.1 million. 

The government expects 27.3 million visitors this year, which will bring in about 102.7 billion ringgit in tourism-related income.