Tourism Malaysia presents its “Visit Malaysia Year 2026” campaign at ITB Berlin 2025
With the “Visit Malaysia Year 2026” (VM2026), Malaysia is establishing itself as a premier destination on the global tourism stage by focusing on high-quality and sustainable tourism
Malaysia offers a singular blend of breathtaking nature, fascinating culture, and warm hospitality. The new campaign aims to increase tourist arrivals and encourage longer stays, emphasising unforgettable travel experiences while preserving Malaysia’s unique natural treasures.
Malaysia attracts visitors with its remarkable diversity. In Kuala Lumpur, modern skyscrapers stand side by side with mosques and temples, while on Borneo, travellers can discover the traditional way of life of indigenous peoples and explore vast rainforests. Adding to its allure are paradise-like islands, stunning beaches, and mesmerising underwater worlds. This land of contrasts is also a vibrant melting pot of cultures, where Malays, Indians, Chinese, and various other ethnic groups live together in harmony.
The new campaign aims to attract more visitors and for longer periods not only by highlighting these unique attributes, but by enhancing cultural and ecological experiences, empowering local communities, and further developing the destination’s tourism infrastructure. By offering exclusive, high-value travel experiences, Malaysia aims to create greater tourism value and a sustainable vision for tourism that benefits both visitors and local communities. At ITB Berlin 2025, the campaign is being introduced to German-speaking markets, a key European market for Malaysia.
VM2026 focuses on Malaysia as a culturally rich and sustainable destination. The campaign highlights eco-friendly destinations like the rainforests of Sarawak and Sabah, Langkawi Geopark, and Taman Negara, while supporting wildlife conservation efforts for endangered species such as Malayan sun bears, orangutans, and tigers. Meanwhile, it also celebrates Malaysia’s cultural diversity, featuring festivals, traditional music, dance, and handicrafts. Visitors are encouraged to explore historical sites like George Town and Malacca, both UNESCO World Heritage Sites, offering an immersive experience in Malaysia’s rich traditions and history
At its core, VM2026 is all about people —the travellers who explore Malaysia and the Malaysians who welcome them with open arms. Visitors experience the country’s harmonious coexistence of cultures, the warmth of its people, and a nation that balances progress and tradition. One of the campaign’s highlights is its official theme song, “Surreal Experiences,” which captures the magic of Malaysia through music.
Photos: ©Tourism Malaysia
Malayan sun bears, adorable and symbolic mascots
As the official mascots of the campaign, Malaysia is presenting its adorable yet symbolic Malayan sun bears, thus representing the country’s commitment to conservation. As the mascots of the VM2026 campaign, the Malayan sun bears Wira and Manja bring joy to both international travellers and Malaysians alike. Also known as the Bornean sun bear, the species is the smallest bear in the world, typically measuring between 100 and 150 centimetres in length and weighing from 25 to 68 kilograms.
In Malaysia, these bears inhabit both the Malay Peninsula and the lowland rainforests of Sabah and Sarawak on Borneo, where they skillfully navigate the treetops. Several wildlife conservation centres across the country are dedicated to protecting and rehabilitating this endangered species. Among them, the Bornean Sun Bear Conservation Centre in Sabah plays a crucial role in rescuing and caring for sun bears before reintroducing them into their natural habitat.
By featuring sun bears as the mascots of the VM2026 campaign, Malaysia not only draws attention to one of its most iconic and vulnerable endemic species, but also underscores its dedication to environmental conservation and the importance of the protection of biodiversity.
VM2026 is part of Malaysia’s strategic plan to elevate its tourism sector, focusing on sustainability, cultural diversity, and the promotion of natural beauty, with a particular emphasis on eco-tourism and adventure travel.
