Malaysia is ramping up its bilateral tourism cooperation with Vietnam as part of its strategic preparations for the upcoming Visit Malaysia 2026 campaign.

Minister of Tourism, Arts, and Culture, Datuk Seri Tiong King Sing, announced the move following an official visit to Ho Chi Minh City aimed at boosting market visibility and enhancing collaboration between industry players in both countries.

“Our visit aimed to strengthen bilateral tourism ties between Malaysia and Vietnam, particularly in laying the foundation for Visit Malaysia Year 2026 through enhanced market promotion and industry collaboration,” Tiong stated in a Facebook post.

The Malaysian delegation was warmly received by Ho Chi Minh City Tourism Association (HTA) president Nguyen Thi Khanh, along with several vice presidents and key tourism stakeholders.

Despite Vietnam recording nearly 10 million outbound travellers annually, only a small fraction currently visits Malaysia. “We aim to change this by introducing joint promotions, bundled packages, and targeted travel experiences to encourage Vietnamese tourists to explore Malaysia more deeply, especially secondary cities and cultural or natural attractions in Perak, Pahang, Melaka, Sarawak, and Sabah,” he added.

To further elevate Malaysia’s tourism profile in Vietnam, Tiong also proposed organising a Malaysian Food and Culture Festival in Ho Chi Minh City, aimed at showcasing Malaysia’s rich culinary heritage, traditions, and diverse tourism offerings.