Malaysia has unveiled the highly anticipated Visit Malaysia 2026 (VM2026) campaign, putting a spotlight on its diverse sustainability and ecotourism offerings.
Themed “Malaysia: A Sustainable Destination & Rich in Culture”, Visit Malaysia 2026 was launched on Jan 6, 2025, by Prime Minister Dato' Seri Anwar Ibrahim, who also unveiled the campaign’s logo, mascot and theme song. Sustainability and ecotourism have always been an important part of Malaysia's tourism strategy and this will continue to be so in the future. Malaysia is one of the twelve most biologically diverse countries in the world, with at least 15,000 species of flowering plants, 1,500 species of terrestrial vertebrates and some 150,000 species of invertebrates, as well as countless micro-organisms. Malaysia introduced National Tourism Policy 2020-2030 which is based on the three pillars: Competitiveness, Inclusion and Sustainability. In the past, Malaysia has also launched National Ecotourism Plan 2016-2025 under the slogan "tourism protects, preserves and conserves nature, culture and heritage". Malaysia's national parks range from vast forests and mangrove reserves to marine parks. Thanks to this rich landscape, the lush rainforests and warm oceans provide the perfect backdrop for observing wildlife in its natural habitat. In 2019, Malaysia’s city of Taiping in the State of Perak was recognized as the 3rd most sustainable city in the world. The recognition was given during the 2019 Sustainable Top 100 Destination Awards at the International Tourismus-Börse (ITB) travel trade show in Berlin, Germany. In Malaysia, there are several regions where travellers can experience a real ecotourism adventure, such as in Sabah, where a visit to the Sepilok Orangutan Sanctuary is a must; Sarawak (Borneo Island) and Mulu National Park, with its caves and karst formations within a vast mountain jungle; Belum Rainforest Resort in Perak (northern Peninsular Malaysia); and the Rantau Abang Turtle Hatchery in eastern Peninsular Malaysia. At all these stops, conservation efforts to promote and raise awareness of the importance of sustainability are globally recognised. Commenting on VM2026 campaign, The Honourable Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture, said: "Our multipronged VM2026 strategy provides a comprehensive framework to boost Malaysia's visibility, enhance destination accessibility and elevate our tourism offerings.” The VM2026 logo is a symbol of Malaysia’s vibrant culture, natural beauty, and global appeal, serves as a visual reminder of the country’s readiness to welcome tourists worldwide. In addition, the Malayan Sun Bear, a proud endangered species and a symbol of Malaysia’s commitment to wildlife conservation, has been adopted as the official mascot for the campaign. Designed in a lovable, animated style, the Malayan Sun Bear aims to appeal to all ages, evoking a sense of warmth and joy, and further enhancing Malaysia’s image as a welcoming destination for tourists. The Malayan Sun Bear can be seen at the Bornean Sun Bear Conservation Centre (BSBCC) which is a rescue and rehabilitation facility being developed in Sabah, Malaysia. The campaign also premiered the official VM2026 theme song, titled “Surreal Experiences” and captures the essence of Malaysia’s unique offerings. This song will be a key component of the campaign to attract global attention and engage visitors with the enchanting experiences Malaysia has to offer. * Find Malaysia Tourism Promotion Board on stand AS7210 in Hall 7