Tourism Malaysia organised a B2B session with industry stakeholders on June 12 in an effort to refine and enhance the strategic roadmap towards Visit Malaysia 2026 (VM2026).

The session was attended by key players from the travel industry, including travel agents, hoteliers, and airlines.

Aimed to build upon the strategic initiatives introduced during the Tourism Malaysia Strategic Direction Towards VM2026 Networking Session held in late April, this session served as a critical juncture to streamline and fortify the strategies for Tourism Malaysia’s overseas offices, ensuring the successful implementation of high-impact and fast-conversion programmes.

Held at the World Trade Centre (WTC) Kuala Lumpur, over 80 local representatives, including travel agents, tourism product owners, airlines and hoteliers, had the opportunity to connect with 30 Tourism Malaysia’s overseas offices and four marketing representatives worldwide.

Emphasis was placed on the critical role of overseas directors in realising the vision for Malaysian tourism who were encouraged to proactively engage with industry stakeholders, embrace new ideas, and align their efforts with current trends to achieve the set targets.

The session reaffirmed Tourism Malaysia’s commitment to realising the vision of VM2026, which aims to attract 35.6 million tourist arrivals and generate 147.1 billion ringgit (US$31.2 billion) in receipts.

Sri Tiong King Sing, minister of tourism, arts and culture, stated: “Our journey towards VM2026 is not merely a campaign but a collective effort that requires the support and dedication of every individual. Let us work together to re-strategise our marketing action plans, leveraging the feedback and insights gained from this session. By doing so, we can create captivating campaigns that inspire global audiences to experience the wonders of Malaysia.”