Tourism Malaysia Partners with VFS Global to Strengthen GCC Presence for Visit Malaysia 2026: What You Need To Know

Published on December 8, 2025

As part of its ongoing efforts to enhance its position in the Gulf Cooperation Council (GCC) markets, Tourism Malaysia has forged a new partnership with VFS Global. This collaboration, launched in December 2025, aims to bolster Malaysia’s tourism presence in key GCC countries, specifically Oman, Bahrain, and Kuwait, ahead of the highly anticipated Visit Malaysia 2026 (VM2026) campaign.

The partnership between Tourism Malaysia and VFS Global focuses on increasing awareness of Malaysia as a top travel destination, enhancing its appeal across the Gulf region through targeted marketing, promotions, and trade activities. As the official marketing representative for Malaysia in the GCC, VFS Global will implement strategic campaigns, engage with travel trade partners, and leverage its extensive network to drive tourism from the region to Malaysia.

Strengthening Malaysia’s Tourism Presence in the GCC Region

Malaysia has seen growing interest from the GCC region over recent years. Arrivals from the Gulf have increased by more than 20 percent between 2023 and 2024, reflecting the region’s importance to Malaysia’s tourism industry. In fact, tourists from Oman, Bahrain, and Kuwait are known for their high spending power and longer stays, making them a valuable market segment for Malaysia.

The new partnership with VFS Global is designed to capitalize on this trend and ensure that Malaysia maintains its competitive edge in attracting tourists from the GCC. By working with a trusted name in visa processing and destination marketing, Tourism Malaysia aims to simplify travel processes, enhance the overall visitor experience, and increase the number of Gulf nationals visiting Malaysia, particularly in the lead-up to the Visit Malaysia 2026 campaign.

Visit Malaysia 2026 will focus on offering “Surreal Experiences,” highlighting Malaysia’s rich cultural heritage, vibrant cities, and natural beauty. The campaign aims to attract millions of tourists and position Malaysia as a top global travel destination.

Leveraging VFS Global’s Expertise in GCC Markets

VFS Global, a leader in visa processing and destination marketing, brings a wealth of experience and a strong presence across the GCC region. With this partnership, VFS Global will focus on:

• Promotional campaigns in Oman, Bahrain, and Kuwait to highlight Malaysia’s attractions.
• Targeted marketing efforts to raise awareness of Malaysia’s cultural, leisure, and eco-tourism offerings.
• Strengthening relationships with travel agencies, tour operators, and corporate partners in the region, facilitating seamless travel experiences for tourists.
• Enhancing accessibility by making visa processes smoother and more efficient for GCC nationals visiting Malaysia, ensuring a hassle-free travel experience.

By tapping into VFS Global’s established presence and local expertise, Tourism Malaysia is well-positioned to expand its outreach, especially as the country gears up for the Visit Malaysia 2026 campaign.

What This Means for GCC Travellers and the Tourism Sector

The partnership is set to provide numerous benefits for both GCC travellers and the Malaysian tourism sector:

For GCC Travellers:

• Tailored travel experiences: With targeted campaigns and offers, GCC nationals will have access to customized travel packages highlighting Malaysia’s best cultural, adventure, and luxury tourism experiences.
• Streamlined visa processes: The collaboration with VFS Global ensures that the visa application process is more efficient and accessible, encouraging easier travel to Malaysia.
• More direct flights and connectivity: The promotional push is expected to help increase airline connectivity between GCC countries and Malaysia, improving travel options for tourists.

For the Tourism Industry:

• Stronger market engagement: Malaysia’s tourism industry will benefit from closer ties with key travel agencies and operators in the GCC region. This partnership creates opportunities for more cross-border collaborations and joint promotional activities.
• Increased arrivals and tourism spend: The Gulf region’s high-spending tourists are expected to contribute significantly to Malaysia’s tourism revenues, especially during VM2026.
• Expanding niche tourism segments: The growing popularity of medical tourism, eco-tourism, and luxury travel in Malaysia aligns with the interests of many GCC travellers. This partnership allows for more targeted campaigns in these areas.

Preparing for Visit Malaysia 2026

The Visit Malaysia 2026 campaign is central to Malaysia’s long-term tourism strategy. The year-long campaign aims to showcase the country as a diverse, vibrant, and sustainable travel destination, with offerings for all kinds of travellers. The campaign’s theme, “Surreal Experiences,” reflects Malaysia’s focus on offering unique and authentic travel opportunities, from pristine beaches to cultural landmarks.

With the GCC region being one of Malaysia’s most important source markets, Tourism Malaysia is counting on the success of the VFS Global partnership to ensure strong participation from Gulf travellers during the campaign. By promoting Malaysia’s diverse attractions and easing travel logistics, the partnership aims to drive high numbers of visitors from the Gulf, boosting both tourism numbers and economic impact during VM2026.

A Strategic Partnership for Sustainable Growth

The collaboration between Tourism Malaysia and VFS Global represents a strategic effort to strengthen Malaysia’s foothold in the GCC region ahead of Visit Malaysia 2026. By combining targeted marketing, streamlined travel processes, and increased travel trade engagement, the partnership aims to boost tourism numbers and enhance Malaysia’s appeal to Gulf nationals.

As the Visit Malaysia 2026 campaign draws closer, this partnership signals Malaysia’s commitment to making travel easier and more attractive for visitors from the Gulf. For both travellers and the Malaysian tourism industry, this marks the beginning of an exciting new chapter, with the promise of unforgettable experiences and increased opportunities for travel and business exchanges between Malaysia and the GCC region.