The "Visit Malaysia 2026" campaign has reported a record-breaking first quarter, with international arrivals surpassing projections by 20%. The increase is attributed to a successful global marketing push and the relaxation of visa requirements for major markets. Popular destinations like Langkawi and Penang have seen a surge in bookings.

The Ministry of Tourism has focused on "sustainable travel," encouraging visitors to explore lesser-known rural areas. This strategy aims to distribute tourism wealth more evenly across the country and prevent overcrowding in urban centers. New "eco-tourism" packages have proven particularly popular with European and North American travelers.

To support this growth, the government has fast-tracked the upgrade of several regional airports and increased the frequency of public transport in tourist hubs. Local businesses are being given incentives to upgrade their facilities to international standards. The campaign is expected to contribute billions to the national economy.