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Tourism is one of the most important sectors in a tropical country that offers a rich landscape and cultural heritage like Malaysia. In 2024, the tourism sector directly contributed more than *** billion Malaysian ringgit to the country’s gross domestic product (GDP). Despite the severe impact of the COVID-19 pandemic in 2020 and 2021, which resulted in major loss to the GDP, the tourism sector in Malaysia has shown great improvement in the past few years. 

Increase in inbound tourism

Although the number of international tourists who came to Malaysia significantly decreased when the pandemic hit, 2024 showed that the industry has almost fully recovered. In that year, Malaysia welcomed more than ** million visitors, a number that was only slightly below the number of tourists in 2019. The Malaysian Ministry of Tourism, Arts, and Culture forecasted that the number of inbound tourists could surpass ** million people in 2025.

Visit Malaysia 2026

With a promising outlook in the tourism sector, the Malaysian government announced the Visit Malaysia 2026 campaign to further boost the industry. Through branding and promotion on various media channels, including social media platforms, the campaign aimed to attract 35.6 million tourists and generate more than *** billion Malaysian ringgit in tourism receipts in 2026. This is nearly twice the amount of the inbound tourism expenditure in Malaysia in 2023.