Kuala lumpur: Tourism Malaysia (TM) is aggressively pushing Malaysia's Muslim-friendly tourism (MFT) segment to the forefront of the global stage as part of its promotional strategy for the Visit Malaysia 2026 (VM2026) campaign. Tourism Malaysia Senior Director Advertising and Digital Division Mohd Akbal Setia said the move reflects Malaysia's commitment to strengthening its appeal as a preferred destination for Muslim travellers, while showcasing the country's rich cultural diversity, hospitality and tourism offerings.
According to BERNAMA News Agency, Mohd Akbal Setia emphasized that Tourism Malaysia will continue to intensify its promotional efforts by focusing on high-value tourism segments, including Muslim-friendly tourism, cultural and experiential travel, as well as community-based tourism, with strategic support from agencies and industry partners. He made these statements at the Eid al-Adha Celebration Package Showcase launch ceremony at Homestay Kampung Sarang Buaya.
Mohd Akbal, who also heads the VM2026 Secretariat, highlighted that the showcase programme further strengthens Malaysia's positioning as a leading destination for cultural and experiential tourism via the Familiarisation Trip (Fam Trip) organized in conjunction with the celebration. The Fam Trip involves seven travel agents from Singapore as well as five international and local media representatives, as part of ongoing promotional efforts under the VM2026 campaign.
He explained that the special festive packages place a heavy emphasis on faith-compliant travel by blending spiritual observations with local community-based tourism. Visitors can immerse themselves directly in local Islamic customs, participating in traditional qurban (sacrifice) meat-cutting demonstrations and communal festive cooking.
In line with the VM2026 theme of 'Surreal Experiences', the programme underscores Malaysia's strength in delivering immersive travel experiences rooted in cultural traditions and community living. It introduces a specially curated Eid al-Adha experience, offering visitors the opportunity to engage directly with village life while gaining a deeper appreciation of local customs and values.
The initiative also involves cooperation with industry partners, including Homestay Kampung Sarang Buaya as the host and the Islamic Tourism Centre (ITC), in supporting promotions of culturally immersive and Muslim-friendly tourism experiences to Singaporean visitors. Meanwhile, Tourism Malaysia director-general Mohd Amirul Rizal Abdul Rahim stated that Malaysia shares experiences that allow visitors to connect with its people, culture, and traditions.
According to Tourism Malaysia, as of March this year, the Malaysian Homestay Experience Programme (PPHM) continues to grow steadily, with more than 250 homestay clusters established across nearly 600 participating villages, supported by over 3,500 registered operators nationwide. In the first quarter of 2026, the programme recorded 176,376 visitor arrivals, comprising 160,390 international visitors and 15,986 domestic tourists, generating total receipts of approximately RM12.93 million.