KUALA LUMPUR, April 9 — Malaysia has stepped up tourism promotions in Vietnam as part of Visit Malaysia 2026, by showcasing its rich culture and diverse attractions at the Vietnam International Travel Mart (VITM) in Hanoi.
Malaysian Ambassador to Vietnam Datuk Tan Yang Thai said tourism plays a key role in strengthening bilateral ties and enhancing people-to-people connectivity between the two countries.
“Malaysia and Vietnam share a longstanding friendship built on trust and mutual respect that has been continuously strengthened over the years.
“Within the broader bilateral relationship, tourism is not only an area of economic cooperation, but also serves as a soft diplomatic bridge, promoting cultural understanding and deepening the bonds between our two nations.
“With strong cultural affinities, geographical proximity and shared membership in Southeast Asia, Malaysia and Vietnam are well positioned to further strengthen bilateral cooperation. In this context, tourism serves as a vital bridge, driving economic growth and fostering closer people-to-people ties,” he said at a seminar yesterday.
In 2025, Malaysia welcomed more than 331,000 visitors from Vietnam, placing the country among its top 15 source markets.
Air connectivity remains strong, with about 180 weekly flights linking key cities in both countries and offering more than 32,500 seats between Hanoi, Ho Chi Minh City, Da Nang, Phu Quoc, Nha Trang, and various Malaysian destinations.
Building on this momentum, Tan said Malaysia is promoting a range of tourism segments, including leisure and short-haul travel, with a particular focus on MICE tourism, where the country holds a strong competitive edge and aims to deepen collaboration with Vietnamese partners.
The Visit Malaysia 2026 campaign is targeting 47 million visitors by boosting connectivity, diversifying tourism offerings, and expanding partnerships with key markets, including Vietnam.
Meanwhile, Director of the International Promotion Division of Tourism Malaysia, Bazuri Baharum, said Malaysia has introduced the theme Surreal Experiences as a new way of defining travel.
“Every journey to Malaysia is designed to be truly memorable, where visitors can feel more deeply, connect more meaningfully, and discover experiences that are uniquely their own.
“Moving forward, we are focusing on digital transformation to personalise each visitor’s journey and promote sustainable tourism to preserve our natural heritage, while positioning Malaysia as a leading MICE destination in the region,” she said.
Bazuri added that more roadshows and seminars will be held in major cities, alongside intensified digital outreach through high-impact content and collaborations with influencers to better engage Vietnamese travellers.
Yesterday, Malaysia officially opened its booth at VITM 2026, showcasing diverse tourism offerings and engaging directly with visitors and partners to promote the country’s unique blend of nature, culture, and modern experiences.
