KUALA LUMPUR, February 12 — The Ministry of Tourism, Arts and Culture (MOTAC) today launched the national “Mesra Malaysia” campaign to strengthen friendly service and hospitality standards across Malaysia’s tourism industry in conjunction with Visit Malaysia 2026 (VM2026).
With the ceremony officiated by Minister YB Dato’ Sri Tiong King Sing at KL Sentral’s ERL Arrival Zone. The initiative recognized strategic partners including government agencies, airlines, hotels, and transport operators for their commitment to promoting Malaysia’s identity of warmth.
And courteousness, while frontliners across tourism, hospitality, and transport sectors received symbolic pins and vehicles displayed campaign decals, ensuring that visitors experience not only the country’s rich cultural heritage, natural beauty, and accessibility.
But also the genuine friendliness and helpfulness of Malaysians, supporting the government’s target of 47 million tourist arrivals for 2026 following 42.2 million arrivals in 2025.
