(KPL) Tourism Malaysia Vientiane made a vibrant return to the spotlight with its Tourism Malaysia Roadshow Seminar, B2B Session, Networking Dinner, and the official launching of the Visit Malaysia 2026 (VM2026) campaign in Vientiane, hosted at the elegant Souphattra Hotel.

This marked the fourth seminar in Laos since the pandemic, reaffirming Tourism Malaysia's commitment to fostering strong business ties with Lao travel agents and rekindling Laotian interest in Malaysia as a preferred holiday destination in Asia.

The event brought together a host of distinguished guests including Mr. Phouthone Dalalom, Deputy Director General of the Tourism Marketing Department of the Ministry of Culture and Tourism, Mr. Edi Irwan Mahmud, Ambassador of Malaysia to the Lao PDR and Ms. Yusliza Yusoff, Senior Assistant Director of Tourism Malaysia’s International Promotion Division – Southeast Asia.

The highlight of the evening was the launch of the Visit Malaysia 2026 campaign, following its national unveiling in Kuala Lumpur on January 6, 2025, by the Prime Minister of Malaysia, YAB Dato’ Seri Anwar Ibrahim.

During the launch, Ambassador Edi Irwan Mahmud introduced the VM2026 logo, mascot, and theme song. The logo showcases Malaysia’s iconic batik motif representing unity among the nation's five major ethnic groups, along with the Bunga Raya, the national flower symbolizing beauty and pride. The campaign retains the world-renowned tagline "Malaysia Truly Asia," now refreshed with typography inspired by traditional wood carving.

The campaign’s charming mascot, the Malayan sun bear, reflects the nation’s dedication to wildlife conservation, while the theme song,"Surreal Experiences," captures Malaysia’s diverse cultural and natural beauty.

Tourism Malaysia has set an ambitious target of 45 million tourist arrivals for VM2026, backed by strategic partnerships with airlines, hotels, tour operators, and industry players. The roadmap includes market segmentation, infrastructure improvements, and a wide range of promotional activities to deliver an unforgettable year-long celebration of everything Malaysia has to offer.

Since the reopening of borders in 2022, tourism from Laos to Malaysia has seen steady growth, with 9,257 arrivals in 2022 (a 2,078% increase from 2021), rising to 23,339 in 2023 (+152%), 26,085 in 2024 (+11.7%), and 14,713 arrivals recorded in the first half of 2025 .

Let me know if you'd like a shorter version or a more analytical tone. The upward trend is expected to continue with AirAsia’s expansion of direct flights from Vientiane to Kuala Lumpur, increasing from two to three flights weekly.

The roadshow also featured six Malaysian tourism industry players, including AirAsia, Wyndham Ion Majestic Hotel Genting Highlands, Columbia Leisure, Marine Discovery Holidays, Lago Travel, and Bel Travel & Tour. They met with over 70 Lao travel agents in a series of business matching and networking sessions to craft new travel packages tailored for Laotian travellers.

Malaysia continues to expand its tourism appeal with new attractions such as the TRX Exchange Tower the second-tallest building in Malaysia – and the awe-inspiring Merdeka 118, now the tallest building in Malaysia and the second-tallest in the world.

With a blend of modern marvels, cultural richness, and strategic outreach, the VM2026 campaign is well-positioned to inspire Laotians to rediscover the magic of Malaysia, Truly Asia.

KPL