Malaysia Kicks Off VM2026 Campaign in Bangkok to Entice Thai Travellers

Tourism Minister Tiong King Sing launches a major push in Thailand as part of the lead-up to Visit Malaysia 2026, highlighting sustainable travel and shared ASEAN connections.

Malaysia has officially launched a major promotional campaign in Thailand to draw more Thai travellers ahead of Visit Malaysia 2026 (VM2026), aiming to position the country as a top destination for inclusive, sustainable tourism.

Tourism, Arts, and Culture Minister Datuk Seri Tiong King Sing said the campaign will showcase Malaysia’s rich and varied tourism assets – from eco-parks in Sabah and Sarawak and UNESCO-listed heritage sites, to multicultural city experiences and coastal retreats.

“We’re focusing on seamless accessibility, improved infrastructure, and sustainability-driven experiences that reflect the changing expectations of today’s travellers,” Tiong said during the VM2026 launch in Bangkok.

The campaign is part of a broader regional effort to revitalise travel in Southeast Asia. Tiong, who is currently leading a tourism mission in Bangkok, noted the long-standing cultural ties, people-to-people exchanges, and cross-border trade between Malaysia and Thailand.

He emphasised the need for collaboration within ASEAN as the region continues recovering from the pandemic, saying, “We must see each other as partners, not competitors. By strengthening travel corridors and offering more compelling packages, we can create more meaningful experiences for both domestic and international travellers.”

According to data shared via Bernama, Malaysia welcomed 13.4 million international visitors from January to April 2025 – a 21% increase over the same period last year. Of that number, 833,610 were Thai travellers, representing 3.4% year-on-year growth and reaffirming Thailand’s importance as a key source market for Malaysia’s tourism sector.

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