Kuala Lumpur: Malaysia’s tourism industry stakeholders have been encouraged to diversify their travel packages to establish the nation as a standalone or mono destination for international visitors. Tourism Malaysia director-general Datuk Manoharan Periasamy emphasized this strategy following insights gained from the recent Visit Malaysia 2026 (VM2026) promotional campaign in Hanoi, Vietnam.
According to BERNAMA News Agency, Datuk Manoharan highlighted that many current tourism packages integrate Malaysia with neighboring countries like Singapore and Thailand, with tourists often starting their journey in Kuala Lumpur (KL) before moving to Singapore. The typical tourist trail within Malaysia spans from Johor to Perlis. He expressed a desire for tourists to explore beyond KL, visiting locations such as Terengganu and Kelantan, to encourage longer stays and boost national revenue. The goal is to attract tourists who spend more time in Malaysia, rather than just a couple of nights.
To support this vision, Tourism Malaysia is focusing on promoting experiential tourism. Datuk Manoharan cited the unique seasonal squid jigging experience in Terengganu, which is exclusive to Malaysia, as a highlight of such offerings. He compared the experience to Mastercard’s ‘priceless’ moments, emphasizing its uniqueness and non-replicability in places like China or Thailand.
He urged tourists visiting Terengganu to engage in authentic experiences, such as catching squid at sea, rather than simply purchasing them from markets. Such memorable experiences can drive repeat visits, with special packages available during peak seasons.
Furthermore, he encouraged local entrepreneurs to innovate beyond standard packages, like trips to Genting Highlands, and explore diverse opportunities. These include extreme activities in Gopeng, the Blue Oceans in Kuala Kangsar, or the Sky Mirror in Kuala Selangor.
Datuk Manoharan noted that neighboring countries like Singapore, Indonesia, Thailand, Brunei, and the Philippines are crucial markets for achieving Malaysia’s target of 45 million tourists this year. Their proximity allows for convenient short-term travel plans, making them ideal sources of tourist influx.
For medium-haul markets such as China, India, and the Middle East, and long-haul ones like Europe and the United States, Malaysia aims to attract visitors who plan holidays months in advance. The focus is on tapping regional markets, or ‘low-hanging fruits,’ with promotional efforts on seasonal experiences tailored to ASEAN nations for quick returns.
Tourism Malaysia plans to work with the state government to enhance Terengganu’s tourism, including initiatives to attract more direct international flights, similar to the successful tourist inflows seen in Sabah, Johor, and Penang.