Malaysia Wraps Up Successful Tourism Sales Mission in Thailand Ahead of Visit Malaysia 2026
BANGKOK|| July 3, 2025: Malaysia has successfully concluded a strategic tourism sales mission across Chiang Rai, Chiang Mai, and Bangkok, aimed at strengthening bilateral tourism ties with Thailand and setting the stage for the highly anticipated Visit Malaysia 2026 (VM2026) campaign.
The mission, held from June 22 to July 3, 2025, was led by the Minister of Tourism, Arts, and Culture Malaysia, YB Dato’ Sri Tiong King Sing, and organized in collaboration with Tourism Malaysia. The Malaysian delegation included 24 organizations representing travel agencies, hospitality providers, product owners, Malaysia My Second Home (MM2H) agents, and the National Association of Private Educational Institutions (NAPEI).
“Thailand and Malaysia are more than neighbors—we are partners in progress,” said Dato’ Sri Tiong. “This mission is a call to rise together as collaborators, driving shared prosperity and sustainable tourism growth throughout Southeast Asia.”
Southeast Asia: A Pillar of Malaysia’s Tourism Growth
The mission comes at a time when Southeast Asia continues to anchor Malaysia’s international tourism strategy. In 2024, ASEAN nations contributed 28.19 million visitor arrivals, comprising 74.3% of total international visitors to Malaysia and generating RM54.38 billion in tourism receipts.
Thailand alone accounted for 2.27 million visitors last year. Despite a slight 1.4% decline in arrivals, Thai tourist spending surged by 23.3% year-on-year, reaching RM3.99 billion, reflecting a shift towards higher-quality and value-driven travel.
Visit Malaysia 2026: “Surreal Experiences” Campaign
Themed “Surreal Experiences,” Visit Malaysia 2026 will spotlight Malaysia as a culturally rich, family-friendly, and immersive destination. Thailand is regarded as a key market for attracting longer-staying, higher-spending visitors due to its cultural affinity, proximity, and excellent connectivity via air and land routes.
The MM2H program remains especially attractive to Thai retirees and families, offering affordable long-term stay options in a welcoming, multicultural environment.
Key Focus Areas: Connectivity, Medical Tourism, and Sustainability
During the mission, both countries emphasized
- Expanding air and land connectivity
- Promoting twin-destination packages
- Strengthening sectors like medical tourism, education mobility, and Muslim-friendly travel
- Enhancing border facilitation, marketing partnerships, and sustainable tourism initiatives
From January to April 2025, Malaysia recorded 13.4 million international tourist arrivals, a 21.0% increase compared to the same period last year. Thai arrivals reached 833,610, marking a 3.4% year-on-year growth, further reaffirming Thailand’s importance as a priority source market for Malaysian tourism.
We expect the sales mission to enhance tourism collaborations ahead of VM2026, thereby solidifying Malaysia’s position as a top destination in the region.