November-December. 2025

VM2026

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continued to strengthen, marked by a 2024 Memorandum of Understanding( MoU) with RusQuality, Russia ' s accredited national quality body. The collaboration is progressing towards mutual recognition, reinforcing Malaysia ' s leadership and soft power in shaping global Muslim-Friendly Tourism and Hospitality( MFTH) standards.

Building on this momentum, ITC further advanced its global engagement through its participation in Tourism Malaysia ' s Global Travel Meet 2025, held from 1 to 3 October 2025 at the World Trade Centre Kuala Lumpur. ITC ' s involvement reinforced Malaysia ' s readiness and commitment to positioning itself as a leading Muslim-friendly destination ahead of VM2026.- RnR

Visit Malaysia 2026 celebrates the nation ' s unity, diversity, and leadership in Muslim-friendly tourism

Global Travel Meet 2025 launching ceremony.

As the nation prepares to welcome visitors from across the globe, the campaign aims to highlight Malaysia ' s rich cultural diversity, stunning natural landscapes, and the genuine warmth of its people.

Every programme and activity under VM2026 is carefully curated to reflect the spirit of Malaysia, where heritage, modernity, and hospitality come together to create unforgettable experiences.

The campaign was officially launched by Prime Minister Datuk Seri Anwar Ibrahim on 27 September 2025 at Encore Melaka, marking a proud milestone for the nation. The year holds deep meaning for Malaysians as it serves as a moment to reflect on the country ' s journey from its colonial history to becoming a thriving, multicultural, and forward-looking country. VM2026 stands as a celebration of Malaysia ' s progress, unity, and continued dedication to excellence in tourism.

In support of this vision, the Islamic Tourism Centre( ITC) strengthens Malaysia ' s Muslim-friendly tourism landscape by announcing 38 new recipients of the Muslim-Friendly Tourism and Hospitality Assurance and Recognition( MFAR) programme in conjunction with VM2026, reaffirming Malaysia ' s leadership in inclusive and sustainable tourism.

ITC Acting-Director General, Nur Alyssa Coraline Yussin, said: " The Muslim travel market, set to be worth US $ 235 billion( RM 1 trillion) by 2030 with 245 million international travellers, inevitably presents massive opportunities for businesses."

" MFAR empowers businesses to build trust and deliver quality, positioning Malaysia as a leader in this sector. We invite more businesses to join MFAR and be part of this exciting journey. Joining MFAR enables businesses to distinguish themselves, showcasing their dedication to inclusivity and excellence," she continued.

MFAR ' s international presence has

PROGRESS IN ISLAMIC TOURISM

38 new Muslim-Friendly Tourism and Hospitality Assurance and Recognition( MFAR) recipients were recognised this year, comprising 25 hotels and 13 Tour Operating Businesses and Travel Agencies( TOBTAB), representing both local and international brands.

Hotels were awarded under MFAR ' s Platinum, Gold, and Silver tiers for their excellence in providing Muslim-friendly accommodations, including JAKIMcertified halal dining, prayer facilities, family-oriented offerings, and sustainable practices.

TOBTAB recipients were acknowledged for designing exceptional travel experiences tailored to Muslim travellers, strengthening Malaysia ' s appeal as a leading Muslim-Friendly Tourism and Hospitality( MFTH) destination.

With the commitment of 78 MFAR-recognised businesses, including the latest recipients, Malaysia continues to enhance its global reputation and prepare for a vibrant Visit Malaysia 2026( VM2026).

ITC ' s booth at Global Travel

Meet 2025.

MALAYSIA ' S TOURISM HIGHLIGHTS

In 2024, Malaysia recorded 38.0 million international visitor arrivals, reflecting a 31.1 per cent increase from 2023 and 8.3 per cent higher than pre-pandemic 2019 levels, showcasing a strong recovery and renewed global interest.

The primary sources of international arrivals were Singapore, Indonesia, China, Thailand, Brunei, India, the Philippines, South Korea, Australia, and Chinese Taipei, reflecting Malaysia ' s diverse and wellconnected tourism appeal.

From January to July 2025, Malaysia received 24.5 million international visitors, a 16.8 per cent increase year-on-year, signalling sustained growth ahead of Visit Malaysia 2026( VM2026).

The VM2026 campaign targets 47 million international visitors, with Global Travel Meet 2025 serving as a key platform for collaboration and progress toward this milestone.

Guided by the National Tourism Policy 2020 – 2030, Malaysia continues to balance economic growth, environmental stewardship, and cultural preservation in tourism development.

Malaysia is investing in digitalisation, green tourism, and community-based initiatives to ensure every visitor experiences the nation ' s authenticity, inclusivity, and sustainability.