KUALA LUMPUR – Travellers today are no longer chasing destinations — they are chasing experiences.
From culture and cuisine to nature and wellness, Malaysia’s Budget 2026 is betting big on experiential tourism, with RM700 million allocated to strengthen the sector ahead of Visit Malaysia Year 2026 (VMY2026).
Announced by Prime Minister and Finance Minister Datuk Seri Anwar Ibrahim on Friday, the funding includes RM500 million to roll out the VMY2026 campaign, which aims to attract 47 million international visitors and generate RM329 billion in tourism revenue.
The rest will support efforts to upgrade facilities, promote cultural heritage, and improve international connectivity.
Among the allocations are RM60 million for global promotions and events, RM50 million for arts and heritage entrepreneurs, RM25 million to upgrade attractions at major sites, and RM50 million in matching grants to expand international and charter flights.
Another RM20 million will go to medical tourism via the Malaysia Healthcare Travel Council (MHTC).
Industry players say the funding comes at a crucial time as global travel rebounds and tourists seek more meaningful, personalised experiences. With its rich diversity — from rainforest retreats to urban gastronomy — Malaysia is well-placed to capture this evolving market.
Trip.com Malaysia general manager Stephane Thong said the measures outlined in the budget will help Malaysia evolve in line with changing traveller preferences.
“Today’s travellers value experiences that are authentic, culturally rich, and emotionally rewarding. The allocations for arts, heritage, and connectivity will amplify Malaysia’s competitiveness as a top travel destination,” she said.
Thong added that the government’s focus on infrastructure upgrades, creative industry support, and improved air access would make Malaysia both more attractive and accessible.
“With enhanced connectivity, marketing support, and cultural investment, the country is poised to welcome a new wave of travellers seeking depth and discovery,” she said.
She also highlighted the growing role of technology in shaping the travel landscape, noting that Malaysian travellers are increasingly relying on AI itinerary planners, translation tools, and virtual assistants.
“Digital innovation is redefining tourism, and we hope to see future budgets continue supporting digital transformation within the sector,” Thong said.
Industry observers believe the RM700 million allocation will not only drive short-term recovery but also lay the foundation for a sustainable, experience-driven tourism ecosystem, aligning with Malaysia’s long-term goal to become Southeast Asia’s leading cultural, eco, and lifestyle destination. — October 12, 2025