With arrivals surging 31.3% and receipts hitting RM106.78 billion, Malaysia sharpens its tourism edge
Malaysia’s tourism sector is flying high again—and this time, it’s not just about recovery.
It’s about roaring past pre-pandemic benchmarks with renewed ambition and global appeal.
In the first two months of 2025 alone, 6.7 million tourists arrived on Malaysian shores, marking a robust 31.3% increase compared to the same period last year.
This figure is a 14.5% rise over 2019’s pre-Covid numbers, signalling that Malaysia isn’t just back in the tourism game—it’s rewriting the rules of engagement.
Singapore Leads With Over 3 Million Arrivals
Deputy Minister of Tourism, Arts and Culture, Khairul Firdaus Akbar Khan, confirmed the surge, crediting consistent efforts in destination branding and diplomatic tourism ties.
Leading the charge is Singapore with over 3.1 million visitors, followed by China, Indonesia, Thailand, and Brunei—a clear testament to Malaysia’s regional magnetism.
Last year alone, the country welcomed 38 million tourists, eclipsing its 2019 record by 8.3% and generating a staggering RM106.78 billion in receipts—a 43.7% jump from 2023 and a 20% rise over 2019 levels.
But beyond the big numbers, it’s the storytelling, positioning, and experiential design that are earning Malaysia its travel stripes.
Sandakan – A Fast-Rising Eco-Adventure Destination
Sandakan—Sabah’s rising eco-adventure gem—is being positioned as a hero destination under the upcoming Visit Malaysia 2026 (VM2026) campaign.
Tourism Malaysia, in collaboration with the Sandakan Tourism Association (STAN), has just unveiled “A Guide to Sandakan”—a visually rich brochure designed to seduce both international and domestic travellers.
The guide is not your standard leaflet; it’s a narrative-driven roadmap to wild encounters, cultural immersion, and Bornean biodiversity.
From cosy moments with orangutans in their natural habitat to close-up interactions with the Bornean Sun Bear—the official mascot of VM2026—Sandakan offers something today’s travellers crave: authenticity with an adrenaline twist.
Pair that with its famed seafood, indigenous traditions, and tropical backdrops, and you have a destination ready to punch above its weight.
“Sandakan offers a unique blend of wildlife encounters and adventure. Combined with local delicacies and fresh seafood, it is the ideal gateway to explore Sabah,” added Khairul Firdaus.
As Malaysia gears up for Visit Malaysia 2026, this blend of bold destination marketing and data-backed growth suggests a campaign built not just on promises, but on proven potential.
If these early figures are anything to go by, the next 20 months may well define a new golden era for Malaysian tourism—and for the marketers behind the magic.
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he APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
