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At the event, Malaysia unveiled its campaign identity, including the logo, mascot, theme song, and aircraft imagery. The VM2026 logo symbolizes the vibrant spirit of Malaysian culture and nature, impressively displayed on Malaysia Airlines, Batik Air, and AirAsia aircraft. This marks the first time leading airlines have collectively brought this imagery closer to the world, demonstrating strong solidarity in promoting the nation's tourism industry.
Malaysian Prime Minister delivers a speech.
The official theme song of the campaign, titled "Surreal Experiences," is expected to fully showcase the unique and distinctive features of Malaysia's tourism products. The melody and lyrics of the song are an integral part of the global promotional campaign, aiming to spark curiosity and encourage tourists to explore the amazing experiences in Malaysia.
The campaign uses the Malayan sun bear, a rare animal, as its mascot to demonstrate Malaysia's commitment to nature conservation. With its playful and adorable cartoon design, this bear will be an emotional bridge, evoking warmth, joy, and painting a beautiful picture of Malaysia, welcoming visitors from all over the world.
As part of the national agenda, the participation of high-ranking representatives from various ministries and agencies highlighted the importance of the Visit Malaysia 2026 campaign for the country's overall development. VM2026 aims to attract 35.6 million international tourists and generate tourism revenue of up to RM147.1 billion (equivalent to USD 32.5 billion), enhancing Malaysia's tourism competitiveness in the international market and affirming its pivotal role in contributing to the national GDP.
In addition, the program also included the exchange of Memorandums of Understanding (MoCs) with key strategic partners, including Malaysia Airlines Group, AirAsia, Batik Air, Airports Corporation of Malaysia, Huawei, Mastercard, Shangri-La Kuala Lumpur, Shangri-La Hotels & Resorts, Marriott International, the Malaysia Tourism and Travel Association (MATTA), and the Malaysian Hotel Association (MAH). These partnerships aim to strengthen connections, expand promotional campaigns, and deliver exceptional experiences for travelers through advanced technologies, seamless travel experiences, and exclusive promotional offers.
As part of VM2026, a special event will take place on February 8, 2025, at the Petronas Twin Towers, Kuala Lumpur: the Malaysia Sarong Music Run (MSMR) 2025. This unique sporting and cultural event is endorsed by Prime Minister YAB Dato' Seri Anwar Ibrahim and is expected to attract over 20,000 participants. MSMR 2025 is also an opportunity to celebrate Malaysia's heritage values while encouraging an active and healthy lifestyle, with support from the Ministry of Tourism, Arts and Culture and in partnership with Locco.
To attract Vietnamese tourists – a key and potential market – the Malaysia Tourism Promotion Board in Vietnam will strengthen its promotional activities as part of the VM2026 campaign. These activities focus on building partnerships with Vietnamese tourism businesses and partners, including travel agencies, airlines, travel agents, and media outlets. In addition, Tourism Malaysia will actively participate in programs aimed at enhancing its image, such as international tourism fairs like VITM Hanoi and ITE HCMC; develop all-inclusive tour packages with attractive offers in collaboration with airlines, travel companies, and online travel agencies; and implement diverse communication campaigns through newspapers, television, social media, and online platforms.
More than just a tourism campaign, VM2026 maximizes Malaysia's potential as a world-class destination, creating job opportunities and enhancing the country's image. Furthermore, the campaign has a positive impact on many other sectors such as hospitality, transportation, retail, and food and beverage, contributing to the diversity of local culture and promoting holistic economic growth.
