TOURISM Malaysia has urged the travel trade community to look at regional inbound markets to tap into, following the outbreak of conflict in the Middle East.
Tourism Malaysia chairman Datuk P. Manoharan said the focus may need to shift, where efforts should be doubled up to entice markets such as India and China.
Manoharan said that it is unfortunate that the conflict broke out just as Malaysia is gearing up for the "Visit Malaysia Year 2026" campaign.
The campaign plans to attract 47 million international tourists and generate RM329 billion in revenue, following a record-breaking 42.19 million arrivals in 2025.
It focuses on high-spending tourists, digital marketing, and enhanced connectivity, with major investments in infrastructure like airport upgrades and visa-free travel for key markets.
It was reported that tourist arrivals have exceeded expectations, prompting the government to consider revising its targets under VMY2026.
Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing was reported as saying that the original target for VMY2026 was 35.6 million arrivals.
However, the country already recorded 38 million visitors in 2024.
For now, there is a wait-and-see, but it does help to be adaptive, so there is a need to look at the regional markets, said Manoharan.
He was giving his remarks after attending the soft launch of a Malaysian-owned online travel portal called mystravels.com, which is owned and operated by Tropical Charters Sdn Bhd, a leading cruise operator in Langkawi.
Some travel trade entrepreneurs have confided that the impact will be profound on the tourism scene if the conflict persists.
On the portal, Manoharan said that there is a need to produce localised content and personal experience interactions for global travellers.
He said that digitalised tourism has become the focal point of selling and marketing following the end of the Covid - 19 pandemic.
The site founder, Datuk Alexander Issac, sees the portal as a one-stop centre for tourists to gain information and to make bookings.
"We want to simplify travel and build on the tourist - operator relationship. We also want to do away with tourist traps, which leave a bad reputation for both the travellers and the operators offering them," said Alexander.
The site offers flights, hotels, touristy activities, experiences and customised travel packages across Malaysia and regional destinations.
Kedah executive councillor for Tourism, Culture, and Entrepreneurship, Datuk Mohd Salleh Saidin, was also present for the soft launch at the Parkroyal Resort. – March 5, 2026
