Tourism Malaysia Brings the Taste and Spirit of Malaysia to ATF TRAVEX 2026
Tourism Malaysia continues to reinforce its strong presence within the ASEAN region through its participation in the ASEAN Travel Exchange (TRAVEX) 2026, held in conjunction with the ASEAN Tourism Forum (ATF) 2026 at the Mactan Expo Center, Cebu. The Malaysian delegation is led by YB Dato’ Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia (MOTAC), underscoring the country’s commitment to regional collaboration and tourism growth.
TRAVEX remains a vital B2B marketplace for ASEAN tourism stakeholders, bringing together sellers, buyers, and international media to foster cooperation, generate business opportunities, and collectively position ASEAN as a diverse and competitive tourism destination on the global stage.
Malaysia made a strong impression with a robust delegation of 80 participants from 44 organisations, including state tourism boards, hotels and resorts, travel agencies, airlines, and tourism product owners. Throughout TRAVEX 2026 (28–30 January), the Malaysian delegation actively engaged with international buyers, showcasing a comprehensive range of tourism products and services while promoting Visit Malaysia 2026 (VM2026) through a series of curated engagement activities.
The Malaysia Pavilion stood out as a vibrant showcase of the country’s cultural richness and tourism diversity. Visitors experienced live Nyonya beaded shoemaking demonstrations, energetic Teh Tarik performances, and food samplings featuring Laksa Sarawak, Laksa Johor, and Kuih Nyonya. These experiences were further enhanced by traditional Gambus performances, offering an immersive introduction to Malaysia’s heritage and multicultural identity.
Day 1 luncheon for delegates, offering an authentic taste of Malaysia’s diverse culinary heritage. The hosted lunch, held in the presence of YB Dato’ Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia, featured a curated selection of Malaysian flavours, allowing delegates to experience the country’s rich food culture firsthand.
In conjunction with VM2026, the Ministry of Tourism, Arts and Culture (MOTAC) continues to welcome collaboration with domestic and international tourism stakeholders. Malaysia’s tourism sector is demonstrating strong growth momentum, with international visitor arrivals reaching 42,196,892 in 2025, marking an 11.2 per cent increase year-on-year compared to 2024. This positive performance reflects growing global demand and sets a strong foundation as the country gears up for VM2026.
Anchored by its theme song, “Surreal Experiences,” Visit Malaysia 2026 will feature a vibrant, year-long calendar of festivals, cultural showcases, exhibitions, community celebrations, and distinctly Malaysian experiences—inviting travellers from across the world to rediscover Malaysia through authentic and immersive journeys.
