New horizons for tourism
PETALING JAYA: Experiential tourism is what Malaysia should aim to excel in during its next phase of development, say industry experts.
This form of tourism – centred on dining, eco-adventures and immersive entertainment – has strong potential to attract increasing interest from both regional and long-haul travellers in the lead-up to Visit Malaysia 2026.
Malaysian Inbound Tourism Association (Mita) president Mint Leong described Visit Malaysia 2026 as a key opportunity to propel the industry forward.
She noted that foreign visitors are increasingly drawn to dining and entertainment options, while hotel occupancy rates continue to reflect the strength of domestic tourism.
'This trend will help enhance the overall tourism economy and lay the foundation for the 2026 tourism year,' said Leong.
She added that analysing consumer patterns from major source markets is essential for crafting targeted promotional strategies.
'For instance, Singaporean visitors tend to favour weekend trips to Johor and Melaka,' said Leong.
Beyond attractions, Malaysia aims to boost spending through shopping and entertainment.
'The entertainment industry is becoming a new growth point for the tourism economy. High-level concerts, e-sports events and commercial exhibitions are expected to attract foreign visitors and engage local youth,' she said.
Malaysia Inbound Chinese Association (Mica) president Datuk Dr Angie Ng also pointed to a shift in tourism trends – from traditional sightseeing to high-end consumption and niche experiences.
She noted the rise of business delegations, incentive travel, and medical tourism, all of which have significantly increased visitor spending.
As Asean Chair this year, Malaysia has hosted numerous international conferences, contributing to a surge in visitor numbers.
'Besides business inspection tours, medical and educational tourism are experiencing explosive growth,' said Ng.
Eco-tourism and distinctive offerings such as jungle exploration and nature-based education continue to attract Chinese travellers.
Ng also highlighted the growing number of Chinese Muslim visitors, with Malaysia offering a welcoming environment through halal dining options and accessible prayer facilities.
Social media platforms like Xiaohongshu (known in English as RedNote) in China are helping promote Malaysia's culinary and travel experiences, further supporting the local tourism economy.
'The government is open to industry input, aiming to implement more effective promotional activities and develop educational tourism initiatives such as summer camps and survival experiences,' she added.
According to Tourism Malaysia, the country recorded 2.98 million international visitor arrivals in March 2025, marking a 13% increase from February.
Singapore led with 1.4 million visitors, followed by China (333,045) and Indonesia (331,555).
Thailand and Brunei contributed 189,036 and 102,549 visitors respectively, while India recorded 98,910 arrivals.
The top 10 list was completed by the Philippines, South Korea, Britain and Japan.
This continued growth signals a steady recovery in Malaysia's tourism sector as the country moves through 2025.
Malaysian Association of Tour and Travel Agents (MATTA) president Nigel Wong said the Visit Malaysia 2026 campaign presents a pivotal platform to engage international visitors.
He added that travel agencies are working closely with the government through trade missions and other initiatives.
'Promotions are crucial, so we urge the government to ensure marketing efforts are directed towards the right customer segments,' he said.
Wong also suggested revitalising incentives for travel agents to promote inbound and domestic tourism, such as tax exemptions for those who bring in significant visitor numbers.
'For a modest investment, these incentives can fuel vigorous promotions and increase visitor spending, yielding a substantial return,' he said.
He also called for stronger collaboration between the public and private sectors, especially with key industry bodies like the Malaysian Association of Hotels.
Identifying China and India as major growth markets, Wong said, 'China remains undertapped, while India – with its burgeoning middle class and spending power – holds significant potential.'
He encouraged diversification into long-haul markets, pointing to countries like the Netherlands and the Czech Republic, where travellers show interest in Malaysia's climate and cultural diversity.
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