Tourism Malaysia unveils 'Echoes of harmony' campaign for VM2026

Tourism Malaysia has launched a sweeping new suite of promotional videos to build global momentum for Visit Malaysia 2026 (VM2026), with a flagship film titled “Echoes of harmony: Malaysia’s heartbeat” at its centre. The campaign marks a bold effort to elevate Malaysia’s standing on the world tourism stage by inviting international audiences to not just see the country, but to feel its rhythm, soul, and cultural pulse.

Set to the official VM2026 theme song “Surreal experiences”, performed by Ernie Zakri and composed by Anuar Razak, the three-minute film opens at dawn with the resonant beat of the beduk drum. What follows is a cinematic journey through Malaysia’s rich offerings, from rainforest-covered mountains and buzzing cityscapes to vibrant festivals, traditional arts, and its famously diverse cuisine.

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Whether it’s hiking in national parks, witnessing traditional kite-flying in Kelantan, or indulging in fine dining and luxury shopping, the video brings to life the country’s immersive, multisensory travel experiences.

Checks by A+M found that the main campaign video had already begun circulating on social media as early as April, shared by Tourism Malaysia’s offices in Hong Kong, London, and Frankfurt. The full series was just spotlighted in an official release by Tourism Malaysia London last week.

According to the release, the video campaign is a landmark initiative aimed at positioning Malaysia as a premier global destination known for its cultural richness, natural beauty, and heartfelt hospitality. Created as part of Tourism Malaysia’s broader digital and creative strategy, the content is intended to inspire tourism partners, airlines, travel agents, and the global industry ahead of VM2026.

“These new videos offer a vibrant and immersive introduction to the many experiences that make Malaysia truly special. They allow us to showcase Malaysia’s warmth, diversity, and rich cultural heritage to the world in a way that is both modern and authentic,” said Sulaiman Suip, director of Tourism Malaysia London.

The campaign spans a library of 204 video assets available in English, Mandarin, and Arabic, produced in a variety of formats for cross-platform adaptability. These include three- and five-minute general promotional videos, full-length features, regional zoning films, and themed segments such as “Surreal dive into gastronomy and retail” and “Unforgettable events and festivals.”

Each video reflects one or more of Tourism Malaysia’s five strategic pillars: sustainable tourism, cultural and heritage experiences, adventure and nature-based travel, digital innovation, and global connectivity. These focus areas align with the changing preferences of modern travellers who seek authentic, meaningful, and environmentally responsible experiences.

Tourism Malaysia aims to appeal to key international markets, particularly the Middle East, China, and Europe, by showcasing the nation’s cultural depth and natural beauty in a globally resonant, emotionally rich narrative.

The campaign also serves to galvanise the broader tourism ecosystem, rallying airlines, travel platforms, content creators, and industry partners to adopt and amplify the VM2026 message. Stakeholders are encouraged to share the video assets and integrate them into their own marketing efforts leading up to the tourism milestone.

As Malaysia prepares to welcome the world, “Echoes of harmony: Malaysia’s heartbeat” stands as a stirring symbol of what the country has to offer: surreal landscapes, rich traditions, and unforgettable moments, brought to life through the universal language of rhythm. Tourism Malaysia has also invited travel industry partners, media outlets, and influencers worldwide to support VM2026 by sharing these compelling new assets across their networks.

Earlier this month, Tourism Malaysia signed a strategic memorandum of collaboration (MoC) with REDBOOK Holdings, the company behind China’s popular lifestyle platform Xiaohongshu, as part of its efforts to position Malaysia as a top destination for Chinese travellers ahead of VM2026.

The partnership, formalised in Shanghai on 28 May, signals a new chapter in Malaysia’s tourism promotion strategy for the Chinese market. With over 300 million monthly active users, Xiaohongshu is a major influence on travel choices among Chinese consumers, particularly younger audiences. Tourism Malaysia hopes to tap into this reach to boost visibility and engagement through digital storytelling, immersive content, and strategic campaigns.

Right before that, it announced a tie-up with global travel platform Agoda to elevate the country’s profile as a premier destination ahead of VM2026. 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.

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

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