KUALA LUMPUR - Malaysia has increased its tourism promotion efforts in Vietnam as part of the Visit Malaysia 2026 campaign.

The promotion includes showcasing Malaysia’s culture and attractions at the Vietnam International Travel Mart in Hanoi.

Malaysian Ambassador to Vietnam Tan Yang Thai said tourism plays an important role in strengthening ties and people-to-people connections 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 on April 8, according to the Vietnam News Agency.

Malaysia welcomed more than 331,000 visitors from Vietnam in 2025, placing the country among its top 15 tourism markets.

Air links remain strong, with about 180 weekly flights connecting major cities in both countries and offering over 32,500 seats.

These routes connect cities such as Hanoi, Ho Chi Minh City, Da Nang, Phu Quoc, and Nha Trang with various destinations in Malaysia.

Tan said Malaysia is promoting different tourism segments, including leisure and short trips, with a focus on MICE tourism to strengthen cooperation with Vietnamese partners.

The Visit Malaysia 2026 campaign aims to attract 47 million visitors by improving connectivity, expanding tourism products, and strengthening partnerships with key markets like Vietnam.

Director of International Promotion Division at Tourism Malaysia, Bazuri Baharum, said the country has introduced the theme Surreal Experiences to redefine 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, along with stronger digital campaigns and collaborations with influencers to attract Vietnamese travellers.

Malaysia also opened its booth at VITM 2026 on Wednesday to showcase its tourism offerings and engage directly with visitors and industry partners.