Chapter 1: Tourism in Malaysia

Tourism remains a vital pillar of Malaysia’s economy, contributing significantly to gross domestic product (GDP) growth, job creation, and cultural exchange. The industry is experiencing shifts in trends, such as the rise of experiential travel, culture-related tourism, and sustainable tourism practices. Recognising these shifts, Tourism Malaysia has identified eight niche tourism products in the Visit Malaysia 2026 strategic roadmap, which include nature-based, experiential, medical and wellness, responsible, luxury, weddings, Muslim-friendly, and gastronomy tourism. This book explores each niche in dedicated chapters, offering insights into their development and potential to enrich Malaysia’s tourism. Additionally, the role of emerging technologies in shaping Malaysia’s tourism landscape is also discussed as a separate chapter.

Over the years, the sector has experienced notable growth in performance, with increasing tourist arrivals and receipts reflecting both government efforts to grow the industry and global travel trends. Domestic tourism in Malaysia has also expanded significantly, with stronger promotion of cultural and heritage-based experiences. This chapter examines these developments, presenting statistical insights and analysing policies, campaigns, and strategic responses. It covers the National Tourism Policy, which provides the framework for sector growth, sustainability, and competitiveness, the Tourism Strategic Transformation Plans, which operationalise strategies to boost domestic tourism, improve promotions, and enhance digitalisation, and the ‘Visit Malaysia Year’ (VMY) campaigns, aimed at increasing international visibility and attracting targeted visitor segments. By integrating policy direction, strategic planning, and responsive marketing, the chapter highlights how government initiatives, targeted promotions, and industry adaptability work together to strengthen Malaysia’s position as a competitive and attractive destination.