RIYADH – As Visit Malaysia Year 2026 approaches, Malaysia is establishing stronger tourism and cultural ties with Saudi Arabia, a significant partner in the global travel industry.
Minister of Tourism, Arts and Culture, Dato Sri Tiong King Sing, is leading the initiative and currently leading a high-level delegation in the Kingdom. The mission: to deepen bilateral relations and pave the way for a more vibrant, mutually beneficial tourism exchange between the two nations.
The Malaysian delegation, which comprises representatives from 37 organisations, including tour operators, hoteliers, resort owners, tourism product providers, and allied associations, has embarked on a comprehensive engagement strategy aimed at reintroducing Malaysia as a prime destination for Saudi travellers.
At the heart of the visit is Malaysia Night, a cultural diplomacy event curated to spotlight the Southeast Asian nation’s unique heritage, natural beauty, and multicultural soul. “Malaysia is a vibrant nation, blessed with a wealth of cultural traditions and natural beauty,” Tiong said in a statement shared via his official Facebook page. “I am truly eager to share all that we have to offer with our friends in Saudi Arabia.”
The minister acknowledged the need for Malaysia to reinvigorate its promotional efforts in the region, stating candidly, “Our promotional efforts recently have not been as vigorous as they should have been. On behalf of the government, I extend my heartfelt apologies and ask for your kind understanding.”
Last year, Malaysia welcomed 68,382 Saudi tourists. This year, Tiong is aiming for greater success. “I sincerely hope that next year, the number of Saudi visitors to Malaysia will surpass last year’s record,” he said, reaffirming the country’s commitment to making Malaysia a more compelling and accessible destination for Middle Eastern travellers.
As part of this renewed push, Malaysia is actively preparing for the Visit Malaysia Year 2026, themed “Surreal Experience”. The campaign will spotlight the nation’s lush rainforests, historical cities like Melaka, culinary diversity, and modern urban centers—all aimed at delivering an immersive, unforgettable experience for visitors.
Tiong also announced two upcoming events in Saudi Arabia: the Malaysian Food and Cultural Promotion Week and Malaysia Cultural Week 2025. These events aim to entice Saudi audiences with Malaysia’s culinary excellence and vibrant cultural heritage, offering a sensory preview of what awaits them in Malaysia.
Throughout the visit, the delegation has engaged in strategic dialogue with Saudi industry players, exploring joint ventures, hospitality enhancements, and cross-cultural tourism packages tailored specifically to Saudi travellers’ preferences.
“Our harmonious blend of modernity and tradition, combined with the warmth and hospitality of our people, makes Malaysia an especially appealing destination for Saudi travellers,” said Tiong, extending a heartfelt invitation. “Come explore our heritage, experience the charm of our historic cities, and immerse yourself in the spirit of our nation.” -MalayaDailyToday
