Malaysia launches “Visit Malaysia 2020” campaign targeting 36 million tourists, RM168bn

The Malaysian tourism agency, Tourism Malaysia has launched a campaign aimed at getting more than 36 tourists visiting the South East Asian country by the year 2020.

The campaign was launched in Dubai, United Arab Emirates (UAE) on Sunday during Arabian Travel Market (ATM) expo.

The campaign dubbed Visit Malaysia 2020 was officially launched by Datuk Mirza Mohammad Taiyab, the director-general, Tourism Malaysia.

The campaign aims at attracting at least 33.1 million tourists in 2018 and 36 million tourists, fetching RM168 billion by 2020.

Speaking during the launch, Datuk Mirza said: “This year, Malaysia brings to ATM 2018 the many wonderful and diverse offerings of our country at Sheikh Said Hall No 3, Stand No. AS2220. The Malaysia Pavilion theme is Ethnic Revival, featuring elements of Malaysian Culture infused with a modern approach.”

“Being the world’s largest travel meet, ATM is an excellent platform to strengthen our presence in this market. This year’s ATM provides a great opportunity for Malaysia to make several new announcements that will positively impact our promotion efforts here and subsequently echo in other parts of the world,” he added.

He explained that the objective of the campaign is to promote Malaysia as a top-of-mind destination, thus adopting the “Travel, Enjoy and Respect” tagline in affiliation with the World Tourism Organization’s movement to raise awareness on how tourists can become catalysts for sustainable development and responsible tourism.

Dakut Mirza Mohammad Taiyab (R) launching the Malaysia pavilion at ATM Dubai expo

The tagline is also highlighted in the Visit Malaysia 2020 logo and supports Malaysia’s own conservation policies outlined in the National Eco-Tourism Plan 2016-2025.

As part of the campaign, Tourism Malaysia intends to collaborate with some Middle Eastern airlines such as Emirates, Etihad Airways and Oman Air to boost arrivals from this market.

Yesterday’s official launch was another colourful activity to unveil the campaign’s logo which portrays Malaysia’s treasured flora and fauna.

VMY 2020 promotional campaign aims to put all Malaysians in the state of readiness, to be part and to take the role as the host for Visit Malaysia 2020 and to mobilise support from all walks of life and all sectors in the country.

Another initiative taken by Tourism Malaysia to boost arrivals from this region is a joint promotion campaign to Malaysia for 2018 with Dnata Travel.

The campaign runs from April to October 2018 promoting “Summer Getaway” packages to Kuala Lumpur, Selangor, Melaka, Penang and Pahang.

The packages promote Malaysia’s family-friendly attractions, beach resorts, and adventure and wildlife experiences.

Other initiatives that Malaysia introduced to the market include the Muslim travel guide to Penang by Halal Penang and a Malaysia Destination brochure by Explore the Wonders.

Meanwhile, Tourism Selangor also launched a special Arabic Tourist Handbook.


Last year, Malaysia was named the Best Muslim Travel Destination 2017 by Mastercard & Crescent Ratings 2017 Global Muslim Travel Index.

Malaysia was also listed as the country with the Best Healthcare in the World 2017 by

The campaign is targeted to bring in 33.1 million tourists for 2018 and 36 million tourists, fetching Malaysia Ringgit (RM)168 bn by 2020.

Malaysia last year recorded 25.9 million tourist arrivals which represents a 3% decline compared to the numbers registered in 2016.

This however, posted a 0.1% increase in tourism receipt which yielded RM 82.165bn.

Malaysia received 251,973 tourists from the Middle East with GCC tourists contributing the highest per trip spending (per capita expenditure) in Malaysia.

For instance, the per capita expenditure of the 30,222 tourists from UAE was 7,713.7 RM, KSA tourists spent 11,555.4 RM, Kuwait 8,191.2 RM, Oman 8,117.6 RM and Iran 7,009.9 RM.