As Malaysia pushes to welcome 47 million international visitors under this year’s travel campaign, the country is setting its sights on bringing South Korean arrivals back above pre-pandemic levels by promoting authentic local experiences beyond its well-known beach resorts and city attractions.
“South Korea is one of our priority markets,” Kamilia Hani Abdul Halim, director of Tourism Malaysia Seoul, said in an interview.
Last year, about 558,000 South Koreans visited Malaysia, making it the country’s eighth-largest source market for international visitors. This year, Malaysia hopes to increase that figure to 600,000.
“Our arrivals from South Korea have yet to return to pre-pandemic levels,” Kamilia said. “Before Covid-19, we welcomed more than 600,000 South Korean visitors, so this is an important milestone for us.”
The tourism drive forms part of the government’s global Visit Malaysia 2026 campaign, which aims to attract 47 million international visitors despite growing uncertainties affecting the global travel industry.
At the heart of the campaign is the theme “Surreal Experiences” – reflecting a shift in travellers’ expectations following the pandemic.