From Politicians to Film Directors: Has the VM2026 Tourism Campaign Lost the Plot?

By The Malketeer

Are Politicians Stepping Into Roles Best Left To Creative Professionals?

The promotional launch video for Visit Malaysia 2026 (VM2026) is undergoing a complete revamp after criticism erupted over the initial 41-second clip.

Tourism, Arts, and Culture Minister Datuk Seri Tiong King Sing’s dissatisfaction with the video—and his hands-on approach to directing its replacement—raises the question: Are politicians stepping into roles best left to creative professionals?

Creativity Versus Governance: A Zonal Approach

In an unusual move, Minister Tiong instructed the ministry to adopt a zonal approach to highlight each Malaysian state’s attractions.

This method, while logical on paper, has sparked debates about whether such creative directions should come from policymakers or experienced film directors and advertising agencies.

“I want the video to be divided by zones so that people can understand what each state has to offer,” Tiong explained.

“Jumping from one place to another causes confusion, especially for foreign tourists who might not know which attraction belongs to which state.”

While the zonal approach aims to organise information, the involvement of politicians in the nitty-gritty of creative storytelling leaves many wondering if the original intent of a captivating tourism campaign is being diluted by bureaucratic oversight.

Backlash Over the Initial Video

The controversy began with a 41-second promotional video launched alongside the VM2026 logo, mascot, theme song, and aircraft design.

Social media users slammed the montage for its lack of depth, focus, and cohesion.

Featuring iconic locations such as Petaling Street, Central Market, Mulu Caves, Langkawi Skywalk, Batu Caves, and an old church in Melaka, the video unintentionally failed to share any images representative of Malaysia’s magnificent mosques and Islamic heritage.

These were fair and constructive feedback from several quarters which could have been handled better.

All the 41-second VM2026 needed was to weave in arty visuals of iconic mosques and Islamic heritage.

Nothing more.

Now, too many cooks and armchair creative directors are spoiling the broth.

As usual, the tard stirrers are having a bountiful time for obvious mileage.

Tiong’s decision to personally intervene and direct a new video has drawn mixed reactions.

While some applaud his commitment to improving the campaign, others see it as a misplaced effort.

Could the minister’s foray into creative direction signal a loss of trust in industry professionals, or is it merely a symptom of politicians overreaching their expertise?

When Politics Meets Production

Minister Tiong’s insistence on culturally significant elements in the revamped video highlights the challenge of balancing political sensitivities with creative freedom.

“We are open to receiving suggestions from all parties,” he stated, urging netizens not to politicise the issue or turn it into a religious or racial debate.

However, his involvement has sparked broader questions: Should tourism campaigns—designed to showcase the best of a nation—be left to experts in storytelling, or is political oversight inevitable in publicly funded projects?

Critics argue that politicians stepping into creative roles risks turning campaigns into disjointed products of compromise rather than coherent, captivating narratives.

Reimagining VM2026: A Creative Crossroads

The revamp of the VM2026 video is expected to air within a week, with hopes of restoring confidence in the campaign.

Yet, the larger issue remains: Can politicians effectively wear the hats of creative directors without undermining the process?

While collaboration with state governments to highlight tourism destinations, signature dishes, and travel packages is essential, creative storytelling requires expertise and vision that may not align with political priorities.

As VM2026’s revamped campaign emerges, Malaysia’s tourism authorities find themselves at a creative crossroads.

Will they embrace professional creativity or continue down a path where political narratives overshadow artistic potential?

One thing is certain: the stakes for making Malaysia’s tourism campaign resonate globally have never been higher.

Let’s not forget many of Tourism Malaysia’s past award-winning global campaigns that drew millions of tourists from all over the world were crafted by passionate and talented creative professionals with minimal interference from politicians and other zealots with hidden agendas.

It’s time for the silent majority to speak up before we lose our creative freedom.