By Karen Bong
KUCHING, April 10: Malaysia should move away from one-off “Visit Malaysia Year” campaigns and instead treat every year as a continuous tourism promotion effort, as the sector is too important to be confined to a single designated year.
Emphasising this, Minister of Tourism, Creative Industry and Performing Arts Dato Sri Abdul Karim Rahman Hamzah said while Sarawak welcomes the federal government’s decision to extend Visit Malaysia Year (VMY) 2026 for another year until 2027, he personally believes the country should adopt a long-term, consistent branding strategy instead.
“From the beginning until now, at the Sarawak level, we welcome the campaign. But we have always been focused. Personally, I believe every year should be Visit Malaysia Year,” he told a press conference after chairing the Sarawak Tourism Steering Committee meeting at a hotel today.
He stressed that tourism is a key industry that contributes to the nation and its people annually, and should not be tied to a specific year or campaign cycle.
“I have never believed in designating just one specific year for tourism promotion. What happens after 2026, what about 2027 and 2028?” he asked.
Abdul Karim clarified that his remarks were not directed at the Ministry of Tourism, Arts and Culture (MOTAC) or the federal government, but rather a broader call to rethink traditional approaches to tourism promotion.
“I am not picking on MOTAC, but we should move away from such one-off campaigns,” he said.
He pointed out that countries such as Indonesia, Thailand and the Philippines have long abandoned the concept of yearly tourism campaigns, opting instead for consistent branding strategies.
“Indonesia stopped doing this many years ago and introduced ‘Wonderful Indonesia’, which is used every year. Thailand and the Philippines do not have such specific yearly campaigns either. Sarawak has always taken a similar approach,” he added.
According to him, this sustained approach is one of the reasons Sarawak’s tourism sector continues to see steady growth.
“If we designate a specific Visit Year, what happens after that year? What do we do with all the materials produced such as letterheads, bags and so on?” he said.
Abdul Karim also questioned the rationale behind extending such campaigns, warning it could send the wrong signal about the importance of tourism promotion beyond the designated period.
“If we say Visit Malaysia 2026 and then extend it due to global issues, what does that imply? That promotion is no longer needed after 2026?” he asked.
He further suggested that tourism promotion and its associated budget allocations should be treated as an annual priority rather than tied to specific campaign years.
“Or is this just about finances, adding another year means more budget? Budgeting for it should also be done annually.
“In my opinion, there is no need for specific years. Sometimes we need to move away from outdated thinking. Some may not agree, but personally, I see every year as Visit Malaysia Year,” he added.
Meanwhile, Deputy Prime Minister Datuk Seri Dr Ahmad Zahid Hamidi informed the Cabinet that Visit Malaysia Year 2026 will be extended to 2027.
Communications Minister Datuk Fahmi Fadzil said Tourism, Arts and Culture Minister Dato Sri Tiong King Sing had highlighted the need to assess the aviation and hospitality sectors amid global challenges, including the energy crisis and ongoing conflicts in the Middle East.
Zahid, who also chairs the VM2026 National Steering Committee, said the extension would allow Malaysia to strengthen its promotional strategy, while positioning the country as a safe, stable and competitive destination amid shifting global travel patterns.
He added that the decision also took into account recent developments in the Middle East, which have had a significant impact on regional stability. — DayakDaily
