MTF Calls for Comprehensive Tourism Budget, Direct Promotion Grant, and Stronger Digital Support Ahead of Visit Malaysia Year 2026

 

Kuala Lumpur, 26 September 2025 – The Malaysian Tourism Federation (MTF) is urging the Government to allocate a comprehensive tourism budget ahead of Visit Malaysia Year (VMY) 2026, ensuring effective incentives, digital support, human resource development, infrastructure enhancement, and resources for tourism players, including hotels, travel operators, guides, spas, concert organisers and related service providers.

MTF President Dr. Sri Ganesh Michiel highlighted that while the Geran Sokongan Sektor Kebudayaan (GSSK) and the Geran Sokongan Sektor Pelancongan (GSSP) under Tourism Malaysia play an important role in supporting participation in domestic or international exhibitions and cultural promotion programs, they cannot stand alone in guaranteeing industry readiness.

“Organising or joining fairs is good, but these platforms cannot succeed if players do not have the promotional materials, digital content, or quality products to showcase. Smaller operators, such as budget hotels and local tour agents, often lack the funds to prepare effectively. Without direct assistance, their potential remains underutilised,” he said.

Direct Promotion Grant for Registered Players MTF proposes the introduction of a Direct Promotion Grant for registered and licensed tourism operators. This grant would provide much-needed funding and guidance to prepare promotional materials, strengthen branding, and increase visibility in both domestic and international markets.

Digital Exposure & Modern Marketing MTF stressed the urgent need for digital exposure of Malaysian tourism products, including funding for online marketing, social media campaigns, and e-marketplace visibility. In today’s travel landscape, digital presence is no longer optional but essential to reach global travelers.

Stakeholder & Association Incentives To maximise industry impact, MTF also calls for special incentives or grants for associations, recognising their role as frontline mobilisers of members. Associations ensure compliance, coordinate collective promotions, and drive nationwide participation in tourism campaigns. Enforcement & Revenue ProtectionMTF further urges the Government to:

a. Take strict enforcement action against illegal and unlicensed providers.

b. Prevent revenue leakage (ketirisan hasil) by ensuring transparent collection of Tourism Tax at all airports and international entry/exit points.

c. Ensure that all tourist contributions are fully channelled back into the tourism ecosystem. Stronger Media Collaboration MTF also calls for a Media Promotion Grant, covering both traditional and digital platforms, to empower media partners as key allies in promoting Malaysia’s image worldwide, building international awareness, and ensuring the success of VMY 2026. Human Resource & Infrastructure Development MTF emphasises that VMY 2026 must also be supported with strong investment in human capital and infrastructure:

Human Resource Development: Training, certification, and upskilling programs for frontline workers including hotel staff, tour guides, tour bus drivers and service providers to ensure worldclass hospitality standards.

Infrastructure Support: Upgrading airports, transport systems, tourism facilities, and accessibility in key destinations to create a seamless visitor experience while enhancing Malaysia’s competitiveness on the global stage.

“The GSSK and GSSP are valuable, but they are not enough on their own. 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,” Dr. Sri Ganesh concluded.

Stakeholder & Association Incentives To maximise industry impact, MTF also calls for special incentives or grants for associations, recognising their role as frontline mobilisers of members. Associations ensure compliance, coordinate collective promotions, and drive nationwide participation in tourism campaigns.Enforcement & Revenue Protection MTF further urges the Government to:

a. Take strict enforcement action against illegal and unlicensed providers.

b. Prevent revenue leakage (ketirisan hasil) by ensuring transparent collection of Tourism Tax at all airports and international entry/exit points.

c. Ensure that all tourist contributions are fully channelled back into the tourism ecosystem. Stronger Media Collaboration MTF also calls for a Media Promotion Grant, covering both traditional and digital platforms, to empower media partners as key allies in promoting Malaysia’s image worldwide, building international awareness, and ensuring the success of VMY 2026.

Human Resource & Infrastructure Development MTF emphasises that VMY 2026 must also be supported with strong investment in human capital and infrastructure:

Human Resource Development: Training, certification, and upskilling programs for frontline workers including hotel staff, tour guides, tour bus drivers and service providers to ensure worldclass hospitality standards. Infrastructure Support: Upgrading airports, transport systems, tourism facilities, and accessibility in key destinations to create a seamless visitor experience while enhancing Malaysia’s competitiveness on the global stage.

“The GSSK and GSSP are valuable, but they are not enough on their own. 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,” Dr. Sri Ganesh concluded.

About the Malaysian Tourism Federation (MTF)

The Malaysian Tourism Federation (MTF) is the national umbrella organization representing the tourism industry in Malaysia. Established in 2023, MTF serves as the voice of the Malaysian tourism industry, working to promote and develop the country’s tourism industry with a single industry voice.

MTF is representing a wide range of tourism sub-sectors including hotels, tour operators, travel agents, theme parks and various other tourism-related associations and organizations. Through its members, MTF represents over 20,000 tourism businesses and stakeholders across Malaysia.

The core purpose of MTF is to act as the liaison between the Malaysian government and the tourism sector, advocating for the interests and needs of the industry. MTF works closely with government agencies such as the Ministry of Tourism, Arts and Culture of Malaysia (MOTAC) and Tourism Malaysia to develop and implement tourism policies, strategies, and promotional campaigns. As the representative body of the tourism industry, MTF provides crucial industry insights, feedback, and recommendations to policymakers to ensure the sustainable growth and competitiveness of Malaysian tourism.