Photos: Juan David Latorre
The Malaysian Embassy, in collaboration with Tourism Malaysia Paris, organized the ‘Visit Malaysia 2026’ tourism campaign with the goal of attracting more than 35 million foreign visitors to the Asian country. The presentation was attended by tourism officials from the Spanish Government and the Community of Madrid. The event was also attended by the Chargé d’Affaires a.i. of the Malaysian Embassy, Farhan Areffin.
The Director of the Malaysian Tourism Office for France, Italy, Spain, and Portugal -headquartered in Paris- Zalina Ahmad, presented the ‘Visit Malaysia 2026’ tourism campaign last Monday. With this campaign, the government of this Southeast Asian country hopes to continue increasing the number of tourists who visit annually, which reached a record 25 million last year.
During a luncheon at the Mandarin Oriental Ritz Hotel-attended by representatives from the Spanish Ministry of Industry, Trade and Tourism and the Ministry of Foreign Affairs, as well as the Madrid Regional Government’s Tourism and Trade Department- Director Zalina emphasized that “Malaysia is a destination for everyone, including young children and the elderly.”
In this regard, she also listed the initiatives the Malaysian government has implemented to facilitate tourist access to the country: “No visa is required, and passport validity can be as little as six months beyond the expiration date.” She added, “You only need to present a digital arrival card, which replaces the old forms. It is free and must be completed via this link (https://edocsllc.online/malaysia-arrivalcard-about.php) just three days before landing in Malaysia.”
Zalina Ahmad also provided information on the transportation options available from Kuala Lumpur Airport: “Once you land, there are many modes of transport you can use, such as the ERL train, cars, and, of course, taxi services like Uber and Grab.”
The Chargé d’Affaires of the Malaysian Embassy, Farhan Areffin, expressed his satisfaction “at beginning this global event here in Spain, a world leader in tourism,” adding that “this celebration is not just a launch, but a celebration of friendship and discovery.” “Visit Malaysia 2026,” Farhan affirmed, “invites everyone to discover Malaysia, a nation where innovation triumphs alongside tradition and every visitor finds something truly inspiring.”
The head of the Malaysian diplomatic mission in Spain expressed his desire to establish “deeper collaboration with Spain in areas such as tourism training, destination management, and joint promotion. Together, we can create new opportunities for exchange between our students, professionals, and communities, not only in trade, but also in friendship and understanding.” Therefore, she affirmed that “today is not just about the launch of the campaign, but about the opening of a new chapter in relations between Malaysia and Spain. This initiative,” she continued, “reflects our shared belief that travel brings people closer together, fosters empathy, and strengthens peace and prosperity. So, to our Spanish friends, I invite you to discover Malaysia in 2026. Come for adventure and stay for friendship in a place beyond imagination.”
In this regard, the Director of the Malaysian Tourism Board thanked Spain, noting that the number of tourists visiting the Asian country “is growing by around 35.3% since 2024, which is very encouraging, and we hope it will continue to increase next year.”
According to official figures provided by the Malaysian Embassy, 23,000 Spaniards visited Malaysia in 2023; in 2024, the number grew to 35,000. And by 2026, the Ministry of Tourism anticipates that the number of Spanish visitors could double.
‘Visit Malaysia 2026’ is an initiative whose objective is to attract 35.6 million tourists from around the world and generate 147 billion Malaysian ringgit (RM) annually (more than 30 billion euros). The campaign features two Malayan sun bear cubs named Wira, the male, and Manja, the female. This species, along with the orangutan, is the most characteristic of Malaysian nature, as “it is the smallest bear species in the world and is only found in certain areas of the peninsula and in Borneo,” he explained.
Regarding the orangutans, he noted that “we have a rehabilitation center in Borneo, where visitors can experience firsthand the work of volunteers and ultimately receive a certificate” for having volunteered at the center.
Nature is precisely one of Malaysia’s great attractions, offering an extensive coastline with slopes to the east and west. And it’s a country “rich in national parks, which I’m very proud of,” said Zalina Ahmad. In total, Malaysia has 50 national parks among its 528 protected areas, covering a total of 43,770 km2, which represents 13.32% of the country’s territory.
The director of the Malaysian Tourism Board was pleased that, although traditionally the tourist season in Malaysia has run from October to May, “thanks to technology, we now have a resort that is open year-round in the Perhentian Islands,” just 19 kilometers off the country’s northwest coast.
The Malaysian Tourism Board has also launched an information campaign about the country’s tourist attractions and the calendar of events taking place throughout the year. All this information can be accessed via a QR code or on social media, such as https://www.facebook.com/malaysia.travel.my, which also links to their accounts on TikTok and YouTube, among others. Furthermore, tourism in Malaysia is not only focused on leisure and cultural travel, but is also expanding its scope to include specialized sectors such as health tourism and the Malaysia My Second Home (MM2H) program. Through these initiatives, Malaysia aims to position itself as a preferred destination for international visitors seeking medical treatments, wellness retreats, and long-term residency opportunities. In addition, the government intends to improve educational and business facilities to attract international students and host global business forums, thereby reinforcing Malaysia’s reputation as a hub for learning, innovation, and international collaboration. All these efforts contribute to diversifying the tourism sector and driving sustainable economic growth.
