27 September 2024, Kuala Lumpur – Malaysia’s tourism industry has witnessed a growing resurgence, signifying its potential in contributing towards the nation’s economy, as highlighted in the latest publication World Competitiveness Ranking 2024. The sector’s performance underscores Malaysia’s strategic efforts in setting an optimistic outlook for the upcoming Visit Malaysia 2026 campaign.

While international tourism receipts have yet to achieve pre-pandemic levels of RM 86.1 billion in 2019, the tourism receipt ranking rose 23 spots to place 40th in the World Competitiveness Ranking 2024, with tourism receipts at RM28.23 billion in 2022. This is a positive sign reflecting the recovery and promising initiatives undertaken by the Malaysian government and industry stakeholders to attract and retain international visitors.

The government's strategic initiatives to further enhance Malaysia’s brand as a preferred tourist destination include improving the visa facilitation process, promoting cultural heritage, and developing nature-based tourism sites, which have proven instrumental in attracting a diverse range of tourists. These measures are complemented by aggressive marketing campaigns under the "Visit Malaysia" series, investments in infrastructure development, and leveraging digital technology for tourism promotion.

Zahid Ismail, Director General of the Malaysia Productivity Corporation (MPC), emphasized the crucial importance of harnessing digital technology to effectively engage inbound tourists. "During the early days of the pandemic, we supported tourist attraction operators in generating income despite road restrictions by enabling their products to be seen virtually. Building on this initiative, we launched the Productivity Step Up Program for hotelier to further expand the use of digital tools to optimize energy use, business efficiency and achieve significant cost savings”.

In tandem with these digital advancements, Malaysia’s commitment to sustainable tourism practices has long been integral to its tourism strategy. Rohizam Md Yusoff, Champion of the Tourism Productivity Nexus (TPN) of MPC, highlighted the critical importance of collaborative efforts with stakeholders from both the government and industry in fortifying the tourism sector in preparation for Visit Malaysia 2026.

“Efforts to preserve natural resources, promote eco-friendly tourism activities, and engage local communities have significantly enhanced our tourism sector’s sustainability and inclusivity, contributing to our continued growth despite challenges. In 2023, Malaysia's tourism receipts reached USD 14.9 billion, underscoring our competitive position in Southeast Asia alongside Thailand's USD 29.7 billion and Indonesia's USD 14.0 billion. TPN remains committed to implementing strategic initiatives, ensuring Malaysia continues to evolve as a premier tourist destination,” said Rohizam.

Furthermore, Visit Malaysia 2026 aims to attract 35.6 million tourists and generate RM147.1 billion in receipts, reflecting Malaysia's proactive approach through strategic initiatives to welcome the world to its diverse and vibrant nation.

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About Malaysia Productivity Corporation (MPC)

MPC is a statutory body under the Ministry of Investment, Trade and Industry (MITI). It drives national productivity holistically at the national, sectoral, and enterprise levels through three main thrusts: developing future talent, driving digitization and innovation, and building a robust ecosystem. It collaborates strategically with the private and public sectors by emphasising productivity as a key agenda to boost productivity growth and national competitiveness, ultimately leading to shared well-being and prosperity.

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media@mpc.gov.my