Tourism Malaysia is stepping up its promotional efforts in Vietnam, a nation with a dynamic and large population, as part of its preparations for the anticipated ‘Visit Malaysia 2026’ campaign. The focus is on building strong relationships with Vietnamese travelers and positioning Malaysia as a top destination within Southeast Asia. This strategic move is driven by the significant growth of Vietnam’s travel market in recent years, particularly among the expanding middle class with increased disposable income and a thirst for international travel.
Tourism Malaysia recognizes the potential of Vietnam’s over 100 million population and its robust economic growth. The agency is capitalizing on this promising market to diversify its visitor demographics and attract more tourists from this thriving region. To engage Vietnamese travelers, Tourism Malaysia is implementing targeted marketing strategies, highlighting Malaysia’s rich cultural heritage, stunning landscapes, and diverse experiences designed to appeal to international tourists.
Malaysia aims to welcome 475,000 visitors from Vietnam this year, reflecting the country’s growing significance as a key tourism market. The nation sees an opportunity to strengthen its presence in Vietnam, leveraging the steadily increasing number of Vietnamese travelers eager to explore international destinations. By tapping into this market, Tourism Malaysia aims to significantly increase visitor numbers, contributing to its broader tourism strategy leading up to the anticipated ‘Visit Malaysia 2026’ campaign.
As part of its outreach efforts, Tourism Malaysia is actively participating in the International Travel Expo in Ho Chi Minh City. This event is a vital component of the agency’s broader promotional campaign in Vietnam, which has been identified as a first-level priority market. Alongside other key markets like China, India, Indonesia, and Australia, Vietnam plays a pivotal role in Malaysia’s strategic plans for ‘Visit Malaysia 2026’, emphasizing the importance of attracting Vietnamese tourists.
In preparation for ‘Visit Malaysia 2026’, Malaysia has set an ambitious target of attracting 35.6 million tourists, aiming to generate RM147.1 billion in revenue. This goal is part of a larger effort to establish Malaysia as a top travel destination in the region, competing with neighboring ASEAN countries such as Thailand and Indonesia. These nations are also vying for a share of the lucrative regional travel market, estimated to be worth around RM240 billion.
Malaysia’s participation in the International Travel Expo in Vietnam underscores its commitment to capturing a significant portion of the Vietnamese market and highlights the broader competitive landscape in Southeast Asia. By focusing on its unique attractions, diverse cultural experiences, and strategic marketing efforts, Tourism Malaysia is confident in its ability to draw more Vietnamese visitors and achieve its ambitious tourism targets for ‘Visit Malaysia 2026’.
According to the Vietnam Tourism Association, over five million Vietnamese citizens traveled abroad last year, spending a significant RM16.53 billion (US$3.8 billion) in the process. This surge in outbound travel reflects the growing interest among Vietnamese travelers in exploring international destinations, with the travel industry noting an upward trend in Vietnamese tourists splurging on overseas trips. This trend is expected to continue as more Vietnamese people seek diverse travel experiences.
The growth in outbound travel from Vietnam is driven by several factors, including the increasing influence of social media, a youthful population, and rising disposable incomes. Younger generations, particularly Gen X, are showing a strong desire for leisure and travel, seeking new adventures beyond Vietnam’s borders. This trend is supported by Vietnam’s strong economic performance, with GDP growth averaging around six percent annually and a per capita income of RM20,110 (US$4,623), enabling more Vietnamese citizens to afford international travel.
Malaysia is eager to capitalize on this trend, aiming to attract 27.3 million international tourists this year, with the potential to generate RM102.7 billion in tourism revenue. With its diverse cultural heritage, natural beauty, and appealing travel experiences, Malaysia is positioning itself as a prime destination for outbound Vietnamese tourists. By promoting its unique attractions and travel opportunities, Malaysia hopes to capture a significant share of this lucrative market.
As Vietnam’s outbound travel continues to rise, Malaysia is intensifying its efforts to attract Vietnamese visitors, recognizing the economic potential this growing market holds. By focusing on tailored marketing strategies and leveraging its proximity to Vietnam, Malaysia is well-positioned to draw a substantial number of Vietnamese travelers, contributing to its tourism growth and boosting its economy in the process.
