MATTA, the strategic partner for Visit Malaysia 2026 Campaign (VM2026)

Tuesday, January 7, 2025

The Malaysian Association of Tour and Travel Agents (MATTA) has been appointed as a Strategic Partner for the highly anticipated Visit Malaysia Year 2026 (VM2026) campaign by Tourism Malaysia.

This collaboration, announced by the Ministry of Tourism, Arts and Culture (MOTAC), underscores a shared commitment to advancing Malaysia’s position as a premier global tourism destination.

Campaign Launch and Vision
The official launch of the VM2026 campaign logo, mascot, and theme song was officiated by the Prime Minister on January 6, 2025, in Sepang, Kuala Lumpur.

With the theme “Advancing Malaysian Tourism Beyond 2026,” the campaign emphasizes Malaysia’s unique multicultural heritage and its vision to elevate the nation’s global tourism standing.

The campaign is built on four key pillars:

Eco-Tourism and Sustainability
Modern Attractions and Innovation
Cultural Heritage and Diversity
Strengthening Collaborations and Partnerships

The Prime Minister set ambitious goals for the campaign, targeting 35.6 million international tourists and RM 147.1 billion in revenue by 2026.

He stressed the importance of promoting sustainable tourism to benefit the environment and communities while delivering meaningful experiences for visitors.

MATTA’s Role as Strategic Partner
As a Strategic Partner, MATTA will play a vital role in the campaign’s success, leveraging its extensive B2B and B2C platforms.

Flagship events such as the MATTA Fair and MATTA Travel Exchange (MTEX) will serve as key initiatives, fostering collaboration among stakeholders, including Tourism Malaysia, State Tourism Organizations (STOs), and local communities.

MATTA President Nigel Wong highlighted the importance of unity in achieving VM2026’s objectives:
“The success of Visit Malaysia 2026 hinges on strong collaboration.

Together with Tourism Malaysia, STOs, and other stakeholders, we aim to showcase Malaysia’s diverse cultural heritage and unique offerings, ensuring the world experiences the beauty of ‘Malaysia Truly Asia.’”

Nationwide Efforts and Sustainable Tourism
MATTA plans to support the campaign through a series of nationwide roadshows and targeted projects, spotlighting the unique attractions of each state. This approach aims to ensure balanced visibility and engagement across the country.

The association is also advocating for sustainable tourism practices, aligning with the campaign’s eco-tourism focus.

Through initiatives like the MATTA Academy, MATTA is addressing the tourism industry’s evolving needs, equipping its workforce with skills to meet global demands.

Promoting Malaysia as a Premier Destination
Nigel Wong further emphasized the need to build on Malaysia’s reputation as a safe, modern, and welcoming destination.
“By showcasing our eco-tourism gems, vibrant multicultural events, culinary treasures, and scenic adventures, we can elevate Malaysia to new heights as a global tourism hotspot. Collaboration with key partners will be the driving force behind unlocking the full potential of Malaysian tourism.”

Looking Ahead to VM2026
The Visit Malaysia 2026 campaign represents a bold step forward for Malaysia’s tourism sector, aiming to position the country as a top destination for international travelers.

With MATTA’s strategic involvement, coupled with MOTAC’s vision, VM2026 is set to solidify Malaysia’s status as a world-class travel destination.