MELAKA: Melaka is set to capture global attention as the official launch venue for Visit Malaysia Year (TMM) 2026, which for the first time will coincide with World Tourism Day (WTD) 2025 and the World Tourism Conference (WTC) 2025.
The prestigious ceremony will be officiated by Prime Minister Datuk Seri Anwar Ibrahim at Encore Melaka on Saturday (Sept 27), elevating the historic state as a premier stage for international tourism with the presence of foreign delegates and key industry players.
Melaka Chief Minister Datuk Seri Ab Rauf Yusoh said the TMM 2026 campaign, themed Malaysia Truly Asia and Surreal Experience, is targeting more than 35.6 million tourist arrivals, making it one of the nation’s most ambitious initiatives to strengthen Malaysia’s standing as a world-class destination.
He said the launch would mark a historic milestone for the state, as more than 155 international delegates, including members of the United Nations World Tourism Organisation (UNWTO), gather in the state for WTD and WTC.
“Tomorrow we will witness the launch of TMM 2026 by the Prime Minister of Malaysia.
“This national campaign aims to attract 35.6 million tourists from within and outside the country and more than 155 international delegates, together with UNWTO members, will converge at the historic city,” he said in his address at the opening of the Visit Malaysia Travel Meet (VMTM) 2025 at the Melaka International Trade Centre (MITC) in Ayer Keroh on Friday (Sept 26).
Also present at the launch were Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing and Tourism Ministry director-general Datuk P. Manoharan.
Ab Rauf said the festivities will begin at 6pm, with the highlight featuring a special performance by national songstress Datuk Seri Siti Nurhaliza Tarudin alongside Misha Omar, staged over the Straits of Malacca and accompanied by a spectacular drone light show involving 1,000 drones.
He said that in line with Malaysia’s aspiration to strengthen its position as a world-class tourism hub, the three-day VMTM 2025 serves as a strategic platform bringing together more than 400 tourism industry players from across the country under one roof.
“This event is a bridge to expand international networks, pioneer new investment opportunities and open avenues for collaborations that can propel the nation’s tourism industry to greater heights.
“I believe the benefits of this event will flow to all levels of society, from small community-based enterprises to the leading players in the tourism industry,” he added.
Meanwhile, Manoharan said domestic tourism continues to be the backbone of Malaysia’s travel industry, with 260 million local visitors recorded in 2024 and another 143.5 million in just the first half of 2025.
He noted that VMTM 2025 brings together some 200 exhibitors from across the tourism industry, ranging from travel agencies to hospitality operators, aimed at presenting Malaysia more widely to international industry partners.
“Each state has its own unique attractions, and through this platform we can share deeper stories about our destinations,” he said.
Manoharan said the programme also seeks to prepare all players in the tourism sector, particularly travel agents, to welcome foreign partners with professionalism and ensure visitors feel safe.
“Malaysia’s advantages, its multicultural and multilingual society, affordability, and diverse cultural experiences, are being positioned as key drivers for growth,” he said.
He said that VMTM 2025 is also viewed as a vital initiative to boost confidence among international stakeholders, aligning with World Tourism Day and the upcoming World Tourism Conference 2025.
“Beyond promoting holiday packages, it’s expected to open doors for Malaysia to expand its role in hosting meetings, incentives, conferences and exhibitions (MICE).
“The initiative also provides space for local artists, cultural practitioners and communities to highlight their creativity and heritage,” he said.
Manoharan said that the event is directly aligned with the National Tourism Policy 2020–2030, which prioritises sustainability, integration and competitiveness.
“With this vision, tourism will not only fuel economic growth but also support community development, protect the environment and reinforce Malaysia’s position as a premier destination in the region,” he said.
