Malaysia has launched a new Visit Malaysia 2026 campaign, highlighting the Southeast Asian country’s many attractions through a new logo, mascot, theme song, and aircraft livery.
Designed to match Malaysia’s vibrant culture, natural beauty, and global appeal, its new logo serves as a visual reminder of the country’s readiness to welcome tourists worldwide, an official press release said. It was unveiled on the aircraft of Malaysia Airlines, Batik Air, and AirAsia and is the first time that these airlines are including the logo as part of their livery.
An event attended by Prime Minister YAB Dato’ Seri Anwar Ibrahim also premiered the official campaign theme song, titled Surreal Experiences, and an animated Sun Bear icon. The Malayan Sun Bear is a beloved endangered species and its adoption as the official icon for the tourism campaign is intended to demonstrate the nation’s commitment to wildlife conservation.
A target of over 35 million visitors
Malaysia’s National Agenda is targeting 35.6 million international visitors by 2026 and RM147.1 billion in tourism receipts. As well as endorsing the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT) as a unified destination as part of that ambition, the campaign “aims to increase tourism revenue, strengthen Malaysia’s global tourism competitiveness, and ultimately position the sector as one of the largest contributors to the country’s GDP” the release said, noting the country’s “strong potential as a world-class tourist destination”.
The strategy includes job creation and enhancing the country’s global image, as well as “bringing prosperity to communities, enriching local cultures, and fostering growth in sectors beyond tourism – including hospitality, transport, retail, and food industries”.
Corporate partnerships and the “Sarong Music Run”
Key strategic partners for the project were namechecked, including Malaysia Aviation Group, AirAsia, Batik Air, Malaysia Airports Holdings Berhad, Huawei, Mastercard, Shangri-La Kuala Lumpur, Shangri-La Hotels & Resorts, Marriott International, The Malaysian Association of Tour and Travel Agents (MATTA), and The Malaysian Association of Hotels (MAH). The partners’ roles range from bringing better connectivity, and expanded marketing opportunities, to the delivery of “exceptional visitor experiences” through innovative technologies, seamless travel, and exclusive promotions.
But it’s not all corporate talk. There’s action too, with the Malaysia Sarong Music Run 2025 to be held on 8 February at the Petronas Twin Towers, Kuala Lumpur. This unique cultural and fitness event is expected to attract over 20,000 participants. A celebration of Malaysia’s heritage while promoting a healthy lifestyle, the run is supported by the Ministry of Tourism, Arts, and Culture and will feature collaborations with Locco, known for the Keretapi Sarong, showcasing Malaysia’s multiculturalism.
