Malaysia’s Desa Kirana Initiative: Revitalizing Rural Tourism with a Target of One Lakh Tourists by 2026 Across Sekinchan and More Locations – Here’s What You Need to Know

Published on December 21, 2025

In an effort to promote Malaysia’s rural tourism, the Rural and Regional Development Ministry (KKDW) has set an ambitious goal to attract 100,000 visitors to its Desa Kirana locations across the country by the end of 2026. The initiative, part of the preparations for Visit Malaysia Year 2026 (VM2026), aims to ensure rural areas benefit from the economic advantages generated by tourism, giving rural communities a chance to thrive from the industry’s growth.

Aiming for Sustainable Growth in Rural Areas

The Desa Kirana programme is designed to boost tourism in 25 locations nationwide, focusing on promoting rural destinations and encouraging local communities to participate actively in tourism. This initiative was announced by Deputy Prime Minister Datuk Seri Dr Ahmad Zahid Hamidi during a recent event in Sekinchan, Selangor. It marks a pivotal step towards ensuring rural Malaysia is not left behind in the tourism boom expected around the Visit Malaysia Year 2026 celebrations.

Malaysia’s tourism sector has long relied on foreign visitors, particularly from China, India, ASEAN nations, and Oceania. However, the government is now looking to expand its reach and improve the distribution of tourism’s economic benefits by directing focus to rural communities. Datuk Seri Zahid emphasized that rural communities should not only witness the influx of tourists but should directly enjoy the economic rewards that come with it. These rewards include enhanced income opportunities for locals and improved facilities to cater to both domestic and international tourists.

Targeting New Markets and Sustainable Tourism Practices

The Desa Kirana initiative has drawn significant interest from international tourists, particularly those from South Korea and Japan, who are keen on experiencing Malaysia’s rural lifestyle. According to data, these regions have a growing demand for more immersive, authentic travel experiences that go beyond urban centres. To cater to this demand, the ministry plans to promote a variety of homestay experiences, local heritage, and rural landscapes that showcase Malaysia’s rich cultural diversity.

The government’s approach goes beyond short-term tourism goals. It aims for long-term sustainability, ensuring that the tourism infrastructure in these areas remains intact even after the Visit Malaysia Year campaigns. Zahid highlighted the importance of continuity, urging all stakeholders, from homestay operators to local villagers, to invest in the maintenance and preservation of their tourism offerings. Without proper upkeep, there is a risk of tourism areas being abandoned once the national campaigns end.

Addressing Challenges in Rural Tourism

One of the challenges highlighted by Zahid is the aging infrastructure in some of these rural homestays. In certain areas such as Selangor and Negeri Sembilan, homestay operators are often elderly, which can lead to neglect and deterioration of facilities. To address this, the KKDW has committed to supporting local tourism businesses by providing training and resources that will enable them to sustain their operations in the long run. This will ensure that these rural areas can continue to thrive even after the peak of the Visit Malaysia Year festivities.

Additionally, the ministry has set an income growth target of 20% for local communities involved in rural tourism by the end of 2026. By capitalizing on the uniqueness and potential of each location, the Desa Kirana programme expects to significantly enhance the livelihoods of residents and help integrate them into Malaysia’s vibrant tourism ecosystem.

Key Considerations for Travelers Visiting Desa Kirana

As the Desa Kirana programme takes off, travelers can expect to explore some of Malaysia’s most picturesque and culturally rich rural areas. If you’re planning a trip to these destinations, here are a few tips:

• Support Local Communities: By staying at homestays and purchasing locally made crafts, travelers can directly contribute to the economic growth of rural areas.
• Respect Cultural Heritage: Many rural locations feature traditional lifestyles and customs, so be sure to approach your visit with respect and an open mind.
• Plan Ahead: As some of these areas may not be as well-developed as urban centres, it’s essential to plan your trip carefully, including accommodation, transport, and local activities.
• Sustainability: Opt for eco-friendly travel practices, such as minimizing waste and supporting sustainable tourism operators.

The Future of Rural Tourism in Malaysia

Looking forward, the Desa Kirana programme is an excellent example of how rural tourism can be a significant economic driver. By providing new opportunities for growth and development in areas that have long been overlooked, Malaysia is setting the stage for a future where tourism benefits are more equally distributed across the country. This forward-thinking initiative not only enhances the tourism industry but also creates a positive cycle of growth that can uplift rural communities.

With Visit Malaysia Year 2026 on the horizon, the efforts to revitalize rural tourism are more crucial than ever. If successful, Desa Kirana could transform rural Malaysia into a prime travel destination for tourists seeking authentic experiences and contribute to the long-term prosperity of these areas.