The Malaysian Association of Hotels says adequate funding, coordination and government support are needed to ensure the success of the Visit Malaysia campaign through 2027.
Malaysian Association of Hotels (MAH) chief executive officer Isaac Raj said many hotels have already spent heavily on marketing, staff training and service upgrades ahead of the VM2026 campaign.
He said continued government backing would be crucial to maximise the impact of those investments.
“The government should ensure strong coordination, funding and policy support, while industry players must continue to improve service delivery, product offerings and marketing efforts,” he told FMT.
Isaac also said targeted incentives for Malaysians could help boost domestic tourism and sustain demand.
He said the additional year would help strengthen promotional efforts and allow the industry to better leverage ongoing investments.
On April 6, deputy prime minister Ahmad Zahid Hamidi announced that the Visit Malaysia 2026 campaign would be extended to 2027 to strengthen tourism promotion and address global uncertainties.
The decision, agreed at a VM2026 national main committee meeting, will be brought to the Cabinet for approval, Zahid said.
He said geopolitical tensions in the Middle East were expected to reduce tourist arrivals by between 11% and 27%.
Other tourism stakeholders also welcomed the extension but stressed the need for stronger enforcement and strategic adjustments.
Malaysian Tourism Federation (MTF) president Sri Ganesh Michiel called for tougher action against illegal tourism operators, saying they distort pricing and pose safety concerns.
“There must be stronger regulation and enforcement against unlicensed operators,” he said.
Sri Ganesh, who also heads the Malaysia Budget & Business Hotel Association (MyBHA), said the extension gives the industry greater certainty for planning and repositioning.
Meanwhile, Malaysia Retailers Association (MRA) president Andrew Lim urged a shift towards higher-value tourism, focusing on attracting quality visitors and increasing tourist spending.
“We should curate compelling retail experiences and attractive promotions to drive spending,” he said.
He added that Malaysia should strengthen its positioning as a shopping and lifestyle destination.
According to Tourism Malaysia, the country recorded 42.2 million visitor arrivals in 2025, an 11.2% increase from 2024, with tourism receipts rising to RM110.6 billion from RM95.3 billion the previous year. - FMT
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