Visit Malaysia 2026 — Surreal Experience: where every moment feels like coming home

In this exclusive conversation with Diplomatist Magazine, Mr. Ahmad Johanif Mohd Ali, Director of Tourism Malaysia, reflects on Malaysia’s evolving tourism vision. He shares how Malaysia is shifting from destination-based promotion to immersive, people-centred storytelling that speaks to today’s Indian traveller. He highlights the growing potential of niche segments such as destination weddings and golf tourism, the impact of visa-free entry, and the importance of strengthening air connectivity and regional partnerships within ASEAN. Emphasising responsible tourism, community engagement, and cultural exchange, Mr. Johanif positions Malaysia not just as a place to visit, but as a heartfelt experience rooted in warmth, belonging, and shared heritage.

 

1. With more than three decades of experience in the tourism sector, you came to India at a pivotal moment. How do you see Malaysia’s tourism narrative evolving to captivate today’s Indian traveller, and in what ways does it differ from the approach when you first began your career?

My journey in tourism has taken me from Scandinavia (2001–2006) to New York (2013–2017), and now to New Delhi — and each experience reflects how much the industry has evolved. Back in Scandinavia, our focus was simply on introducing Malaysia as a beautiful destination. In New York, it was about building brand identity and global awareness.

Now, post-COVID, everything has changed. Travellers — especially from India — are looking for something deeper. They want authenticity, connection, and a sense of belonging. And that’s exactly how Malaysia’s story is evolving.

We’re no longer just promoting places to see — we’re inviting people to experience Malaysia through its people, food, festivals, and nature. The relationship with India is already strong, so our focus now is to strengthen it further through experiences that touch the heart.

At the core, Malaysia still stands for warmth, hospitality, and genuine human connection.

2. The Indian outbound tourism market is growing rapidly, and Malaysia is keen to capture a greater share. Could you walk us through two niche segments that Tourism Malaysia is actively promoting to Indian travellers — and how you plan to co‑create them with Indian tour‑operators, travel‑influencers or cultural partners?

India continues to be one of Malaysia’s most dynamic and high-potential tourism markets, and we are focusing our efforts on developing niche segments that appeal strongly to the Indian traveller. Two areas we are currently promoting in a big way are destination weddings and golf tourism.

Malaysia offers a perfect setting for Indian weddings — from luxury beachfront resorts in Langkawi and Penang to scenic highland venues in Genting and the Cameron Highlands. We’re working closely with Indian wedding planners and tour operators to design seamless, culturally attuned wedding experiences that blend Indian traditions with Malaysia’s natural beauty and warm hospitality. The aim is to make Malaysia not just a location, but a heartfelt part of the couple’s story.

At the same time, golf tourism is emerging as an exciting niche. Malaysia boasts over 170 world-class golf courses surrounded by stunning landscapes, many of which are easily accessible and offer excellent value. We are partnering with Indian golf associations, tour operators, and influencers to create tailored golf packages and tournaments that combine sport, leisure, and discovery.

Through these collaborations, Tourism Malaysia hopes to strengthen Malaysia’s positioning as a versatile, experience-rich destination that perfectly complements the evolving interests of Indian travellers.

3. Malaysia’s visa‑free policy for Indian tourists has been a game‑changer. In your view, what are the remaining bottlenecks connecting Indian travellers to Malaysian destinations, and how is Tourism Malaysia innovating to overcome them?

The visa-free entry for Indian tourists has indeed been a transformative step — it has significantly boosted confidence and interest among Indian travellers, leading to a visible increase in arrivals. However, as with any growing market, a few challenges remain in ensuring smooth and seamless connectivity between India and Malaysia.

One of the main bottlenecks is air connectivity. While major cities like Delhi, Mumbai, and Chennai are well-connected, there is a growing need for more direct flights from emerging secondary cities such as Ahmedabad, Kolkata, Hyderabad, and Kochi. We are working closely with airlines and travel partners to encourage additional routes and increased flight frequencies, which will open up new growth corridors.

Another focus area is destination awarenessbeyond Kuala Lumpur. Many Indian travellers are familiar with Malaysia’s capital, but fewer have explored the rich diversity of destinations such as Langkawi, Sabah, Sarawak, and the East Coast. Through digital storytelling, influencer collaborations, and joint promotions with Indian tour operators, we are actively showcasing these hidden gems.

Tourism Malaysia is also leveraging technology and personalised marketing to make travel planning easier — from digital itineraries to curated experiences based on traveller interests. Our aim is to remove barriers, enhance accessibility, and ensure that every Indian visitor experiences Malaysia as a connected, welcoming, and world-class destination.

4. The ASEAN region is increasingly positioning itself as a unified tourism hub (for example, via IMT‑GT, joint festivals, multi‑country itineraries). How is Malaysia leveraging its ASEAN identity to create a “multi‑destination proposition” for Indian tourists, and could India itself become part of a broader Asia‑Pacific tourism narrative alongside Malaysia?

Malaysia strongly believes in the power of regional collaboration, and ASEAN’s vision of positioning itself as a unified tourism hub aligns perfectly with our goals. Today’s Indian traveller is curious,well-informed, and increasingly drawn to multi-destination itineraries that allow them to experience more within a single journey — and ASEAN offers that beautifully.

Through initiatives like the Indonesia–Malaysia–Thailand Growth Triangle (IMT-GT) and cross-border collaborations, we are developing seamless travel experiences that showcase the region’s diversity — from Malaysia’s vibrant cities and rainforests to Thailand’s beaches and Indonesia’s culture.

One of our most successful pairings has been Malaysia and Singapore. The two countries complement each other perfectly — offering world-class infrastructure, cultural diversity, and easy land and air connectivity. For Indian travellers, this combination provides a convenient and enriching “two countries, one holiday” experience.

Looking ahead, we also see India as an integral part of the broader Asia-Pacific tourism narrative. With its expanding outbound market and strong cultural ties, India can play a pivotal role in shaping regional circuits that connect ASEAN destinations through shared themes of culture, cuisine, wellness, and heritage.

Together, we can position Asia as one cohesive and unforgettable travel experience.

5. In a world where sustainability and authenticity are becoming more important in travel, what does “responsible tourism” mean for Malaysia, and how are you integrating ideas such as community‑led tourism, heritage conservation and indigenous culture into your India strategy?

For Malaysia, responsible tourism is not just a global trend — it is a national commitment to ensuring that tourism growth benefits people, preserves heritage, and protects the environment. We see it as a way to balance economic opportunity with cultural integrity and environmental stewardship.

Malaysia has been actively promoting community-led tourism, empowering local and indigenous communities to share their traditions, crafts, and way of life with visitors. Our homestay programmes, eco-villages, and indigenous tourism initiatives in Sabah and Sarawak give travellers an authentic insight into Malaysia’s diverse cultures while creating sustainable livelihoods for rural communities.

Our dedication to heritage and nature conservation is evident in our UNESCO World Heritage sites — both cultural and natural. Places like Gunung Mulu National Park and Kinabalu Park stand as living proof of Malaysia’s long-term commitment to conservation and responsible tourism practices.

In the Indian market, we are integrating these values through curated storytelling and partnerships that highlight authentic, sustainable experiences. Today’s Indian traveller seeks purpose and connection — and Malaysia offers journeys that are not only memorable but also meaningful, guided by respect for our people, culture, and natural heritage.

6. The tourism industry, like diplomacy, thrives on connectivity. With you steering Malaysia’s presence in India, how do you see people‑to‑people engagement playing out beyond flights and hotels — for example in joint cultural festivals, culinary exchanges (like the recent Malaysia Food & Cultural Festival in Delhi) or Indian academic partnerships?

Tourism, much like diplomacy, is ultimately about people-to-people connection. Beyond flights and hotels, it’s the cultural, educational, and emotional linkages between our nations that truly sustain long-term engagement. Malaysia and India share deep historical and cultural ties, and we are now building on that foundation through a series of people-focused initiatives.

Events like the Malaysia Food & Cultural Festival in Delhi beautifully capture this spirit — showcasing not just our cuisine and performances, but the warmth and hospitality that define Malaysian culture. These festivals are more than promotions; they are platforms for mutual appreciation and collaboration among chefs, artists, and cultural practitioners.

We are also strengthening academic and youth exchanges, encouraging partnerships between Malaysian and Indian universities, and promoting Malaysia as a quality education hub. Such connections nurture future generations of travellers, entrepreneurs, and cultural ambassadors who understand both nations deeply.

In essence, our goal is to make Malaysia–India engagement a living bridge — where tourism opens doors, and culture, education, and friendship keep them open for years to come.

7. If you were to craft a 30‑second “destination story” to invite an Indian traveller to Malaysia in 2026, what would you say — and what cultural or emotional hook would you emphasise?

If I were to tell an Indian traveller why 2026 is the year to rediscover Malaysia, I’d say this:

Come for the beauty — stay for the connection. In Malaysia, every journey feels like meeting an old friend. From the rhythm of our festivals to the aroma of our food, from the calm of our rainforests to the energy of our cities — Malaysia welcomes you with a warmth that feels instantly familiar.

2026 will be a celebration of everything that makes Malaysia special — our people, our culture, and our shared stories with India. It’s not just a holiday; it’s a feeling of belonging, a second home in Southeast Asia where diversity thrives and every smile tells a story.

Visit Malaysia 2026 — Surreal Experience: where every moment feels like coming home.