Visit Malaysia 2026

"Visit Malaysia 2026 (VM2026)" is a nationwide tourism and cultural campaign led by the Malaysian government that will run throughout 2026.

The event is organized by the Malaysian Ministry of Tourism, Arts and Culture, and is being carried out in collaboration with regional partners including Japan and Thailand.

Beyond mere tourism promotion,

A key feature of this initiative is its positioning as a platform for "cultural diplomacy," centered on cultural cooperation between Japan, Malaysia, and Thailand.

■ Main pillars of the campaign

At VM2026, Malaysia's multifaceted appeal is presented from the following perspectives:

1. Rich traditions of a multicultural society

Malaysia is a country where Malay, Chinese, Indian, and indigenous cultures coexist.

That diversity itself is being promoted as the nation's identity.

2. A food culture recognized by UNESCO

Through food trails, cooking classes, experiential dining, etc.,

We offer the profound depth of local food as an "experience."

3. An authentic local experience

It also shines a light on areas that have not been well known until now, such as East Malaysia and the East Coast region.

We introduce local culture rooted in daily life, such as village tourism and regional festivals.

■ Commitment to Sustainability

Another important pillar of VM2026 is "sustainable tourism."

Promoting the introduction of electric vehicles (EVs) in the tourism sector

Promoting responsible tourism, including reducing food waste in street food culture.

Infrastructure development while protecting culture and the natural environment

From mass consumption-based tourism,

A clear shift towards "meaningful, experiential tourism" has been announced.

■ Collaboration between Japan and Thailand

This campaign aims to promote economic growth and regional revitalization through culture, drawing lessons from Japan's "Cool Japan" policy and Thailand's community-based tourism model.

Culture is not merely tradition,

The message conveyed is that it is a force that connects people and drives the economy and local communities.

As a Japanese student currently studying in Malaysia, I find the "Visit Malaysia 2026 (VM2026)" initiative very meaningful.

I see VM2026 not just as a tourism promotion campaign, but as a project to strengthen people-to-people connections between Japan, Malaysia, and other regions, including Thailand.

Cultural exchange does not only occur in formal diplomatic forums between governments.

I believe that these things are naturally nurtured through shared meals, local festivals, encounters while traveling, and casual everyday conversations.

Combining culture, sustainability, and inter-regional cooperation, VM2026 will

This could serve as a model for the future of international cooperation in the ASEAN region.

EmPath Correspondent, Sara, Malaysia