Malaysia: Where the world meets

• ‘Visit Malaysia 2026’ launched at ‘Global Travel Meet 2025’

By Sanath Weerasuriya

Tourism industry remains the lifeblood of many economies across the world and Malaysia is no exception. With its blend of natural beauty, cultural diversity and modern attractions, the country continues to position tourism as a key pillar of economic strength and recovery.

In 2024, Malaysia welcomed an impressive 38 million international visitors, marking a 31.1% increase over 2023 and an 8.3% rise above pre-pandemic 2019 levels. Building on this robust momentum, Tourism Malaysia has launched the ambitious ‘Visit Malaysia 2026’ (VM2026) campaign, setting a bold target of 47 million international arrivals for the year 2026.

Dato' Sri Tiong King Sing. - Minister of Tourism, Arts and Culture of Malaysia at the Grand opening of 'Glbal Travel Meet 2025'

To further strengthen global partnerships and industry connections ahead of this landmark year, Tourism Malaysia recently hosted the ‘Global Travel Meet 2025’, an international B2B tourism event held at the World Trade Centre in Kuala Lumpur. The event brought together travel professionals, destination marketers and tourism stakeholders from around the world to explore new opportunities and collaborations aimed at achieving Malaysia’s tourism vision for 2026 and beyond.

Hosted by the Ministry of Tourism, Arts and Culture (MOTAC) along with the Tourism Malaysia (Malaysia Tourism Promotion Board) the three-day Global Travel Meet 2025 unfolded at the from 1 to 3 October 2025, under the inspiring theme ‘Malaysia – Where the World Meets’.

More than 600 international buyers, mainly from the ASEAN region, joined 400 Malaysian sellers, including representatives from the states of Sabah, Sarawak, Penang and Kedah, each turning their pavilion into a story told through colour, flavour, and sound. Over 100 media representatives converged under one roof, transforming the venue into a dynamic space alive with B2B conversations, collaborations and cultural exchanges. The atmosphere reflected Malaysia’s growing reputation as a vibrant hub where global tourism networks connect and thrive.

Yet the event was far more than a trade fair, it was an act of storytelling. Through every exhibit, performance, and interaction, Malaysia shared a message with the world: here is a land where diversity blooms, where cultures dance in harmony and where nature and heritage walk hand in hand. From its misty rainforests and sun-drenched islands to its gleaming skyscrapers and tranquil villages, Malaysia presented not just destinations, but a living, breathing narrative of unity in diversity.

Deputy Minister of Tourism, Arts and Culture Datuk Khairul Firdaus bin Akbar Khan at the opening ceremoney

Apart from ASEAN countries, Sri Lanka, India, Maldives, Pakistan, Bhutan, Bangladesh, UAE, Egypt, Saudi Arabia, Russia, China, Japan, Mongolia and most of the Central Asian nations participated at the ‘Global Travel Meet 2025’.

The upcoming ‘Visit Malaysia Year’, set to take place in 2026, will commemorate the sustainability of the nation's tourism industry, which is also in line with the United Nations Sustainable Development Goals (UNSDG).

Furthermore, Tourism Malaysia actively endorses the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT), working towards the realisation of the IMT-GT Visiting Year.

As the event unfolded, Malaysia’s commitment to redefining its tourism landscape became increasingly evident. Under the banner of ‘Malaysia – Where the World Meets’, the Global Travel Meet 2025 served as both a showcase and a summit, blending cultural warmth with strategic vision. Delegates from across continents shared insights, built networks and explored new partnerships, all geared towards strengthening regional connectivity and sustainable growth.

Opening of ‘Global Travel Meet 2025’

The energy was unmistakable, a blend of optimism, hospitality and ambition. Each presentation, performance, and personal encounter reflected Malaysia’s deep understanding that tourism is more than travel, it is connection, collaboration and cultural exchange. With ‘Visit Malaysia Year 2026’ on the horizon, the message resonated clearly: Malaysia is ready not only to welcome the world, but to inspire it.

On the opening day, Deputy Minister of Tourism, Arts and Culture Datuk Khairul Firdaus bin Akbar Khan stood before the crowd and spoke words that resonated deeply with all present, this was not merely a gathering, but a turning point. Looking ahead to Visit Malaysia Year 2026 (VMY2026), he outlined an ambitious vision to welcome 47 million international arrivals, not as mere statistics, but as meaningful journeys, experiences that would enrich both traveller and host, weaving new connections across cultures and communities.

The Global Travel Meet drew its strength from a remarkable spirit of collaboration. With support from Malaysia Airlines, AirAsia and Batik Air, alongside key industry associations such as the Malaysia Inbound Chinese Association (MICA) and the Malaysian Indian Travel and Tour Association (MITTA), the event showcased Malaysia’s ability to unite its partners around a shared vision.

MITTA, working closely with Tourism Malaysia, also played a pivotal role in facilitating the participation of international buyers and media, further highlighting the cooperative ethos that defined the week.

Malaysian Indian Travel and Tour Association (MITTA) based in India, in particular, served as the main promotional body facilitating the Sri Lankan and Indian media teams to cover the event, further further strengthening cross-border collaboration and media engagement highlighting the cooperative ethos that defined the week.

Among the many nations represented, Sri Lanka’s presence was both proud and purposeful, underscoring the island’s growing role in regional tourism dialogues. Officials, media delegates, and travel industry representatives joined hands with Malaysian counterparts to explore new avenues for collaboration in sustainable tourism, cultural exchange and experiential travel.

For Sri Lanka, the Global Travel Meet was more than an industry gathering; it was an opportunity to reaffirm its resilience and creativity in the global arena. With renewed focus on heritage, wellness, and eco-tourism, the island nation stood poised to complement Malaysia’s tourism drive, offering travellers a continuum of tropical beauty, culture and hospitality across the region.

Apart from the Global Travel Meet 2025, MITTA organised a series of familiarisation trips for the visiting media, drawing attention to some of Malaysia’s hidden gems. From the modern architectural splendour of Putrajaya to the bustling shopping districts and colonial landmarks of Kuala Lumpur, each stop revealed a different facet of the nation’s charm. The tours continued to the entertainment and leisure haven of Genting Highlands, complete with its scenic cable car rides and the sacred ‘Batu Caves’, rich with spiritual heritage.

In Melaka, history came alive along its cobblestone streets and riverside promenades, whispering tales of centuries-old trade and cultural exchange. The city remains a living testament to its Portuguese heritage, preserved, authentic and remarkably intact.

Genting Highlands

Each stop on the journey revealed another layer of Malaysia’s identity, a country that embraces progress while cherishing its past. From the futuristic skyline of Putrajaya to the spiritual calm of Batu Caves, from the entertainment heights of Genting Highlands to the colonial charm of Kuala Lumpur, every place carried its own rhythm and story. Together, they formed a vivid portrait of ‘Malaysia Truly Asia’ a land where cultures converge, flavours mingle and every experience feels both familiar and new.

The ‘Global Travel Meet 2025’ and its accompanying familiarisation tours reaffirmed Malaysia’s standing as a dynamic tourism hub in Asia. With renewed partnerships, fresh collaborations and stories waiting to be told, the nation continues to welcome the world with open arms, ready to share its beauty, diversity and boundless hospitality.

Reflecting on the success of the event, a MITTA representative remarked, ‘Our goal was to showcase the depth of Malaysia’s tourism, not just its famous landmarks, but its people, its culture and its heart. It is what we call strengthening ‘cross-border collaboration’. We wanted our guests to see why Malaysia is where the world truly meets’.

Genting Highlands Cabel Car

 
Genting highlands Theme Park

KL Colonial Walk

Petronas Twin Towers in KL