The Malaysian Tourism Federation (MTF) has called on the Government to allocate a comprehensive tourism budget ahead of Visit Malaysia Year (VMY) 2026, ensuring industry players are equipped to maximise the nation’s tourism potential.
MTF President Dr Sri Ganesh Michiel emphasised that while existing grants such as the Geran Sokongan Sektor Kebudayaan (GSSK) and Geran Sokongan Sektor Pelancongan (GSSP) play an important role, they are insufficient to guarantee readiness for the global spotlight.
“The GSSK and GSSP are valuable, but Malaysia must go further by empowering registered players, associations, media, and workforce with direct support, digital exposure, infrastructure development, and incentives. Only with this comprehensive approach can Visit Malaysia Year 2026 achieve its full potential as a landmark success,” he said.
Direct Support for Tourism Operators
MTF is urging the introduction of a Direct Promotion Grant for registered tourism operators, particularly small businesses such as budget hotels and local tour agencies, who often lack resources to prepare effective marketing and promotional materials.
The Federation also recommended a Media Promotion Grant to strengthen partnerships with traditional and digital platforms, expanding Malaysia’s international visibility.
Digital Presence as a Priority
Recognising the changing travel landscape, MTF highlighted the need for funding to boost digital marketing efforts, including social media campaigns and online marketplace visibility. This would allow local tourism players to compete effectively and appeal to global travellers who increasingly make decisions online.
Strengthening Associations and Stakeholder Incentives
MTF also called for special incentives for associations, acknowledging their role in mobilising members, ensuring compliance, and coordinating collective promotions.
The Federation further urged the Government to intensify enforcement against unlicensed operators and protect revenue by ensuring that Tourism Tax collections at airports and entry points are transparent and fully channelled back into the industry.
Investment in People and Infrastructure
MTF stressed that VMY 2026 success hinges on investment in both human resources and infrastructure:
- Workforce development through training and certification for hotel staff, guides, drivers, and frontline tourism workers.
- Infrastructure upgrades in airports, transport systems, and tourism facilities to ensure Malaysia offers a seamless and world-class visitor experience.
