Tiong: Visit Malaysia 2026 Success Goes Beyond Visitor Numbers

23 January 2026

KUALA LUMPUR: Tourism Arts and Culture Minister Datuk Seri Tiong King Sing has called on industry players to prioritise trust, responsibility and quality as the foundation for sustainable growth in Malaysia’s tourism sector.

Speaking at the MATTA Membership Summit 2026 on Thursday, Tiong said trust is critical to attracting and retaining visitors, warning that a single negative incident could damage the reputation of the entire industry.

“When trust is strong, visitors choose Malaysia with confidence, recommend us to others and return. When trust is broken, even one bad case can affect the image of the whole sector,” he said, welcoming the Malaysian Association of Tour and Travel Agents’ (MATTA) TRUST initiative, which he said aligns with the government’s focus on safety, service quality, integrity and consumer protection.

Tiong stressed that growth without standards would be meaningless, cautioning against unrealistic pricing, over-promising and poor service delivery. Such practices, he said, ultimately harm tourists, operators and Malaysia’s global image.

“Profitability must go hand in hand with responsibility. Reasonable pricing, honest offerings and quality service are the foundations of a sustainable tourism ecosystem,” he said.

The minister also highlighted the need to refresh Malaysia’s tourism products, noting feedback from international markets that some destinations have offered largely unchanged experiences for the past decade. To remain competitive, he said Malaysia must introduce new experiences, develop new destinations and strengthen digital and promotional platforms.

He added that cultural tourism and Malaysia’s diverse food heritage, with each state offering a unique identity, must be better showcased through closer collaboration between the ministry, state governments and industry stakeholders.

Calling for unity within the sector, Tiong said Malaysia must present itself to the world as one tourism family despite differing views among players.

“We must move forward together to protect tourists, strengthen the industry and elevate Malaysia’s reputation globally,” he said.

On issues related to Umrah travel, Tiong clarified that recent measures introduced by the Ministry of Tourism, Arts and Culture (MOTAC) are aimed at restoring public confidence and protecting consumers, rather than penalising legitimate businesses.

He said the RM250,000 guarantee requirement for outbound travel agencies was introduced following a rise in complaints, with a transition period until May 15.

The ministry, he added, is also engaging the Ministry of Finance to explore the use of insurance guarantees to support the industry, describing the measures as necessary to safeguard consumers and the credibility of the tourism sector.

Tiong said MATTA plays a crucial role beyond being an association, as it shapes market behaviour, visitor experiences and the reputation of Malaysia’s tourism industry.

He added that Visit Malaysia 2026 should be viewed not as an endpoint but as a milestone, with success measured not only by visitor numbers but also by the quality of experiences delivered, industry resilience and long-term benefits to communities and the national economy.

“Together, we will build a tourism industry that is responsible, competitive and trusted,” he said.