THE government is strengthening its tourism recovery strategy by focusing promotional efforts on high-performing source markets, including China, Indonesia, Japan and India, as the government seeks to maintain strong visitor growth and build momentum towards Visit Malaysia Year 2026.
Deputy Tourism, Arts and Culture Minister Chiew Choon Man said the strategy, implemented through Tourism Malaysia, also targets long-haul markets such as Russia, Germany and Australia to diversify visitor arrivals and enhance the resilience of the country's tourism industry.
He said the ministry would continue working closely with industry stakeholders to address operational challenges and rising business costs.
"The ministry will also continue to work closely with industry stakeholders to address operational challenges and cost pressures," he said.
Chiew was speaking at the Malaysia Cultural Festival (FBM) @ Perak 2026 at Bulatan Sultan Azlan Shah in Meru Raya on Saturday.
The four-day festival, organised by the Ministry of Tourism, Arts and Culture (MOTAC) from June 25 to 28, was officially opened by Perak Menteri Besar Datuk Seri Saarani Mohamad.
Highlighting the sector's recovery, Chiew said Malaysia recorded 42.2 million international visitor arrivals in 2025, representing an 11.2 per cent increase compared with the previous year.
He added that the country welcomed 17.5 million visitors between January and May this year, up 3.4 per cent from the corresponding period in 2025.
"This performance demonstrates that we are on a strong footing to sustain positive momentum throughout the year," he said.
Chiew also commended the Perak government for aligning the Perak Sejahtera 2030 Plan with the National Cultural Policy (DAKEN), saying the integration of arts, culture and heritage into the state's social development agenda reflected the broader vision of Malaysia MADANI.
"Such strong synergy ensures that our culture is no longer confined as a legacy of the past but emerges as a dynamic economic driver capable of elevating the identity of the people of Perak on the global stage," he said.
Meanwhile, Saarani said the Malaysia Cultural Festival was being held at an opportune time as the country intensified preparations for Visit Malaysia Year 2026.
He said the festival's programme of more than 100 activities would not only entertain visitors but also stimulate the local economy by providing business opportunities for entrepreneurs and showcasing locally produced goods and creative works.
"This is a clear example of how culture can serve as a catalyst for development that delivers direct benefits to the people," he said.
Perak recorded more than 10.4 million domestic tourists staying overnight in 2025, while total domestic visitor arrivals exceeded 23.6 million during the year. - June 28, 2026
