Malaysia Eyes 500,000 UK Visitors by 2026 with Exciting New Campaign

Malaysia has announced an ambitious plan to welcome half a million visitors from the UK by 2026, as part of its fresh Visit Malaysia 2026 initiative. Launched by Deputy Prime Minister Dr Ahmad Zahid Hamidi during his recent visit to the UK, this campaign aims to strengthen tourism relations, showcase the country’s diverse offerings, and promote sustainable travel.

During the Deputy Prime Minister’s visit to the UK, the official launch of the Visit Malaysia 2026 campaign took centre stage, marking a significant milestone in Malaysia’s efforts to establish itself as a leading global travel destination. This campaign highlights the country's rich and diverse offerings, from its vibrant cities and cultural heritage to stunning natural landscapes and adventure attractions.

It is built around five strategic pillars that align with current global travel trends. These include promoting sustainable tourism practices that emphasise eco-friendly travel and environmental preservation, showcasing Malaysia’s cultural and historical richness for authentic experiences, and emphasising adventure and nature-based tourism through its rainforests, islands, and outdoor activities. The campaign also focuses on integrating digital innovation to improve visitor experiences through advanced technology and virtual platforms, as well as enhancing global connectivity by expanding flight networks and transportation options to make Malaysia more accessible to international travellers.

Looking ahead, Malaysia’s tourism strategy aims to attract 45 million international visitors in total by 2025, generating an estimated RM270 billion in revenue. The Visit Malaysia 2026 campaign marks an exciting chapter, with strong government and private sector collaboration set to deliver sustainable growth and memorable experiences for visitors from the UK and beyond.

The visit also served to strengthen relationships with UK stakeholders, including travel trade leaders, media, and airlines. Discussions focused on collaboration opportunities and maximising the impact of the Visit Malaysia 2026 campaign. Notably, boosted air connectivity, such as resuming daily direct flights by British Airways and ongoing services by Malaysia Airlines, will facilitate greater travel flow, aiming for 500,000 UK visitors by 2026.

As Malaysia recovers from the pandemic, the country is poised for a strong tourism rebound, driven by the goals and strategies of Visit Malaysia 2026. Embracing sustainability, cultural diversity, and technological innovation, Malaysia is stepping into a transformative era, with the UK market growth playing a key role.