Tourism Malaysia to focus on family and GenZ in ME market

Speaking at the special press conference at ASEAN Tourism Forum, Mohd Amirul Rizal Bin Abdul Rahim, Head of Visit Malaysia 2026 Secretariat shared that Middle East is a very important source market and they will be focusing on two key aspects family and GenZ or millennials. He further stated that the new campaign will be announced in a number of road shows in the Middle East over the next few months to share more details on the extensive programme that they have prepared to welcome visitors to Malaysia. He reiterated that Visit Malaysia 2026 will be unique as they target high yield tourists as well as tourists who seek sustainability when they travel. However, the theme for the year will be ‘Malaysia: a sustainable destination and rich in culture”.