Jeddah – Ahmed Alzahrani
Tourism Malaysia officially launched its highly anticipated *Visit Malaysia 2026* (VM2026) campaign during the *Colors of the World* events held in Jeddah and Riyadh.
The promotional campaign, which ran from May 4 to 8, 2025, was organized by the Malaysia Tourism Board and spanned both Riyadh and Jeddah. It coincided with the 2025 Malaysian Cultural Week and reflects Malaysia’s strategic commitment to expanding its footprint in the Saudi and broader Middle Eastern travel markets.
The Malaysian delegation was led by the Honorable Minister of Tourism, Arts and Culture, Dato’ Seri Tiong King Sing. The campaign featured the participation of 37 representatives from Malaysian hotels, travel agencies, resorts, and tourism organizations, highlighting the country’s dedication to building strong tourism partnerships in one of Asia’s key outbound travel markets.
Aimed at boosting visitor numbers from the region, the campaign showcased Malaysia’s renowned hospitality and diverse travel offerings. These include curated packages and promotions tailored to families, luxury travelers, honeymooners, and youth adventurers. Destinations highlighted ranged from tropical rainforests to scenic highlands, offering “surreal experiences” for all travelers.
In his remarks, the minister stated:
> “We are here to explore further collaborations and officially launch the *Visit Malaysia 2026* roadshow in Jeddah. Our annual roadshow is a vital platform to present new offerings and strengthen ties with Saudi tour operators.”
On tourist arrivals from Saudi Arabia, he added:
> “We expect increased visitor numbers from the Arab world—particularly Saudi Arabia, which consistently represents the highest share of Middle Eastern arrivals. Last year, we welcomed 68,000 Saudi visitors, and we aim to exceed that with the upcoming campaign.”
The *Visit Malaysia 2026* campaign also introduced its official logo and mascot—the Malayan Sun Bear, an endangered species symbolizing Malaysia’s commitment to wildlife conservation. Designed in a family-friendly animated style, the mascot reinforces the country’s image as a welcoming, nature-rich destination.
The campaign’s official theme song, *”Surreal Experiences,”* was also unveiled to captivate global audiences and promote the uniqueness of Malaysia’s tourism landscape.
