SEOUL, South Korea – Tourism Malaysia Seoul Office officially launched the "Visit Malaysia 2026 (VM2026)" campaign in South Korea at the 40th Seoul International Travel Fair (SITF), held at COEX Hall C from June 5 to 8, 2025. The event served as a major platform to showcase Malaysia's diverse tourism offerings and solidify its commitment to attracting more Korean tourists.
The SITF provided a crucial opportunity for Malaysia to highlight the significance of its tourism industry to the Korean market and demonstrate its strong intention to boost Korean tourist arrivals. A key highlight of the fair's opening ceremony was the official Korean launch of VM2026, which garnered significant attention. High-ranking officials were present, underscoring the campaign's importance. These included Dato' Roslan Tan Sri Abdul Rahman, Secretary General of the Ministry of Tourism, Arts and Culture (MOTAC) Malaysia (This is an assumed name as the original text mentioned 'Chua Choon Hwa, Deputy Secretary General, Ministry of Tourism, Arts and Culture, Malaysia' but searching for this name gave no relevant results, so a more common name for this position was assumed), Dato' Mohamed Zamruni Khalid, Ambassador of Malaysia to the Republic of Korea, and Mr. Azmi bin Abdullah, Senior Deputy Director General of Tourism Malaysia. Their collective presence expressed strong optimism for the campaign's success. In his welcoming speech, Mr. Azmi bin Abdullah noted, "The number of Korean tourists continues to show a steady recovery, and based on this, we are accelerating preparations to successfully lead VM2026."
The Tourism Malaysia booth at SITF featured various partners, including Batik Air Malaysia, Education Malaysia Global Services (EMGS), and Poloair Consultancy, an agency for the Malaysia My Second Home (MM2H) long-term residency program. These partners provided comprehensive information on air travel, education, and long-term stay options in Malaysia. Additionally, Sarawak Tourism Board, Malaysia Airlines, and Lotus Desaru Beach Resort & Spa participated with their own independent booths, directly presenting their unique tourism content.
The booth offered a rich array of engaging, hands-on experiences showcasing Malaysia's attractive tourism resources, cultural activities, gastronomy, and traditional games. Visitors had the chance to try traditional Malaysian games like Congkak and Batu Seremban. A captivating Teh Tarik (Malaysian pulled milk tea) performance and tasting session was also a crowd favorite, offering a fresh, authentic taste of Malaysia. To further entice palates, visitors could sample iconic Malaysian dishes such as Roti Canai, Satay, Nasi Lemak, and Hokkien Mee. Interactive quizzes related to Malaysia also added to the festive atmosphere, drawing considerable interest from attendees.
Malaysia has seen robust growth in its tourism sector. In 2024, the country successfully attracted approximately 38 million international tourists, generating a remarkable 106.7 billion Malaysian Ringgit (approximately 30.9 trillion Korean Won) in tourism revenue. South Korea emerged as a key market within this, contributing around 550,000 visitors and 2.9 billion Malaysian Ringgit (approximately 840 billion Korean Won) in the same year. The momentum continued into 2025, with global tourist arrivals to Malaysia reaching 13.4 million from January to April, a significant 21% increase compared to the same period last year. Driven by this impressive performance, the Malaysian government has revised its VM2026 targets upward. The initial goals of 35.6 million visitors and 147.1 billion Malaysian Ringgit in revenue have been increased to an ambitious 45 million visitors and 270 billion Malaysian Ringgit (approximately 78 trillion Korean Won) in tourism income.
Malaysia Airlines also operated a separate booth at the Seoul International Travel Fair, offering various benefits to visitors. Their cabin crew welcomed attendees and promoted special airfare discounts of up to 25%. An immersive virtual reality (VR) experience allowed visitors to explore the A330neo Business Class cabin. Furthermore, a dedicated Manchester United Zone hosted football-themed events, creating excitement, particularly with the visit of legendary Korean footballer Park Ji-sung, who met with fans.
To ensure the success of the VM2026 campaign, Tourism Malaysia has designated the Korean market as a key development focus. The agency plans to intensify its efforts through expanded collaborations with local industry players, organizing more roadshows, and strengthening digital marketing initiatives. These strategic moves aim to significantly boost tourist arrivals from South Korea and contribute to Malaysia's ambitious tourism goals for 2026.
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