The Malaysian Association of Tour and Travel Agents (MATTA) is proud to announce its appointment as a Strategic Partner by Tourism Malaysia for the highly anticipated Visit Malaysia Year 2026 (VM2026) campaign.
The VM2026 campaign by the Ministry of Tourism, Arts and Culture (MOTAC) underscore the dedication of both parties towards the development and greater growth of the Tourism Industry in Malaysia, establishing the country as one of the top preferred tourist destinations in this region leading towards 2026 and in the future.
The campaign logo, mascot and theme song were launched by the Prime Minister at Sepang, Kuala Lumpur on 6 January 2025. The campaign’s main focus, “Advancing Malaysian Tourism Beyond 2026,” highlights Malaysia’s unique multicultural heritage and its aspiration to uplift the nation’s position as a premier global tourism destination. The VM 2026 campaign focuses on four vital elements including Eco-Tourism and Sustainability, Modern Attractions and Innovation, Cultural Heritage and Diversity together with Strengthening Collaborations and Partnerships.
The Prime Minister, in his speech stated, “With our sights set on 35.6 million international tourists and RM 147.1 billion in revenue in 2026, we are committed to making Malaysia the top choice for travellers worldwide. Our focus remains clear in promoting sustainable tourism that benefits our environment and communities while providing meaningful and memorable experiences for our visitors.
As a strategic partner, MATTA will play a pivotal role in ensuring the campaign’s success through its extensive portfolio of B2B and B2C platforms, including flagship events such as the MATTA Fair and MATTA Travel Exchange (MTEX). These initiatives bring together key stakeholders, including Tourism Malaysia, State Tourism Organisations (STOs), and local communities, strengthening collaboration and driving awareness.
MATTA also plans to support the campaign through nationwide roadshows and targeted projects that highlight the unique attractions of each state, ensuring balanced visibility and engagement across the country. Additionally, MATTA advocates for sustainable tourism practices and eco-tourism development while addressing the industry’s evolving talent needs through its MATTA Academy, equipping the workforce with skills to meet global tourism demands.
Nigel Wong, President of MATTA, remarked, “The success of Visit Malaysia 2026 hinges on a strong collaboration. It’s crucial that we all work together to promote Malaysia’s diverse cultural heritage and unique offerings, ensuring the world sees the true beauty of Malaysia Truly Asia. Through our collective efforts with Tourism Malaysia, STOs and other stakeholders, we aim to unlock Malaysia’s full tourism potential.
“As we move towards VM2026, we must leverage Malaysia’s well-established reputation as a safe, modern, friendly and welcoming destination. We must continue to build on our strength in showcasing the rich diversity from ecotourism to vibrant multicultural events, culinary treasures, and scenic adventures. By capitalising on our strengths and expanding our efforts in collaboration with key partners, we can elevate Malaysia as a top global tourism destination,” Wong added in a press statement.