Following a record-breaking 2024, Malaysia is looking to build on this growth and raise the bar still further in 2025. Supported by strategic investments, improved connectivity and growing interest from international source markets, the country is already on course to meet its new targets.
As Malaysia prepares to roll out the Visit Malaysia 2026 campaign, tourism officials have been buoyed by recent interest in the nation’s tourism offerings, particularly in key markets such as Singapore, India and China.
In 2024, almost 3 million Chinese tourists visited Malaysia in 2024, representing an impressive 136.5% increase on the previous year. Malaysia also met and quickly exceeded its original targets for tourist arrivals from India, cementing its reputation as the destination of choice for international holidaymakers.
Singapore remains the largest source of foreign tourists for Malaysia, contributing 7.6 million visitors from January to October 2024. In second place, Indonesia contributed over 3.1 million arrivals, while other markets, such as Thailand (1.4 million tourists) and Brunei (1 million, reflecting 51% growth), also continued to grow last year.
India also emerged as a standout performer with enormous potential, with over 961,000 arrivals representing a 72% year-on-year increase. Similarly, South Korea (412,000 visitors, 20.8% growth) and Taiwan (349,000 visitors, 39.2% growth) showcased robust contributions to Malaysia’s tourism numbers.
This growth was facilitated, and indeed capitalised upon, by proactive measures taken through the Ministry of Tourism, Arts and Culture (MOTAC), including the expansion of international flight connections. Between June and December 2024, MOTAC added over 3,100 weekly international flights, thereby increasing combined passenger capacity by around 620,000 seats.
Looking ahead to 2025, The Malaysian government has allocated RM550 million (US$ 125 million) for cultural programmes, tourism events and the empowerment of local communities through traditional arts such as batik textiles and handicrafts. Malaysia’s cultural assets are seen as key to future growth, and this observation is being supported by strategic investment.
Malaysia is also looking to expand its reach beyond traditional traveller demographics (Singapore, India, China, etc.) to explore the potential of new markets, such as Russia. Part of this diversification process also includes new areas of product development, in areas such as ecotourism, adventure travel and wellness tourism.
As Malaysia plans ahead for Visit Malaysia 2026, officials are determined to carry the momentum of 2024 into 2025. Key to success in this regard will be capitalising on growing interest from new markets, expanding flight capacity, and showcasing the nation’s main attractions – unique cultural diversity, natural beauty and rich hospitality. Built on a foundation of sustainable growth, community empowerment and international collaboration, these developments are expected to make 2025 a landmark year for tourism in Malaysia.
