Agoda partners Tourism Malaysia for Visit Malaysia 2026 digital push

Global travel platform Agoda has inked a strategic collaboration with Tourism Malaysia to elevate the country’s profile as a premier destination ahead of the Visit Malaysia 2026 (VM2026) campaign.

The two-year partnership will see the launch of a series of digital campaigns across Agoda’s platforms to promote Malaysia’s diverse attractions, ranging from cultural heritage and cuisine to lush rainforests and modern cityscapes.

These efforts aim to boost international awareness and support Tourism Malaysia’s goal of attracting 45 million foreign visitors by the end of this year.

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The collaboration was formalised through a memorandum of collaboration (MoC), with both parties pledging to enhance user experiences and inspire more travelers to explore the country. Agoda will also provide data insights to aid Tourism Malaysia’s promotional planning and digital strategies.

Beyond campaign rollouts, the partnership includes knowledge-sharing workshops focused on traveler behaviour and sustainable tourism practices.

VM2026 is the latest instalment in Malaysia’s long-running national tourism initiative, designed to boost the nation’s tourism sector while spotlighting sustainability and regional cooperation. Tourism Malaysia also supports efforts under the "Indonesia-Malaysia-Thailand growth triangle visiting year 2023–2025", working to promote Southeast Asia as a unified destination.

Additionally, Agoda will promote Malaysia through its global site and app, tapping into its wide user base across key markets including Asia, Europe, and North America.

“Embracing digitalisation, we value our partnership with Agoda, a global digital platform, to leverage its industry expertise and innovative travel promotion strategies,” said Manoharan Periasamy, director-general, Tourism Malaysia.

“Together, we are confident in attracting tourists and achieving our VM2026 objectives," he added. 

Agoda's country director for Malaysia, Fabian Teja, said: “This partnership underscores Agoda’s dedication to connecting Malaysia with travelers worldwide through our innovative technology and engaging content. We’re excited to collaborate with Tourism Malaysia to showcase the market’s unique attractions, including its lush rainforests and rich cultural heritage.”

Earlier this year, it was reported that the Visit Malaysia 2026 campaign stirred up controversy surrounding the places it featured and the origins of its new mascots, a pair of Malaysian sun bears named Wira and Manja.

Back then, tourism, arts and culture minister Tiong King Sing reportedly called for a redo on the VM2026 promotional video after netizens commented that the launch video did not include any mosques, as it did however feature other places of worship including the Batu Caves in Selangor and an old church in Melaka.

Following the campaign launch, netizens were also seen accusing the artist of mascots Wira and Manja of using AI. Later, an X user by the name Emy (@Muhdhelmiyani) who identified himself as the original artist's son said that it is not AI and that it is an original drawing. Emy also attached a photo of a desk with test designs of the mascot in several poses.

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