In support of Visit Malaysia 2026, the Ministry of Tourism, Arts and Culture (MOTAC) launched the Mesra Malaysia campaign on 11 February 2026, reinforcing Malaysia’s commitment to warm hospitality and service excellence. Designed to elevate professionalism among frontliners, the initiative aims to cultivate a sincere, welcoming culture that ensures every visitor feels genuinely valued from the moment they arrive.
As Malaysia sets its sights on 47 million tourist arrivals by 2026, the campaign reflects a national effort to strengthen the country’s reputation as a friendly, helpful and culturally gracious destination.
Driven through collaborations with key partners such as Malaysia Airports Holdings Berhad (MAHB) and Grab Malaysia, Mesra Malaysia extends across transportation, retail and immigration touchpoints to create a more seamless visitor journey. With training at its core and more than 9,400 tourist assistants registered as of January 2026, the initiative serves as a vital pulse of VM2026, shaping first impressions and inspiring lasting memories of Malaysia.
Mesra Malaysia Campaign Strengthens the Heart of Visit Malaysia 2026
