As Malaysia prepares for Visit Malaysia 2026, tourism authorities are confronting uncomfortable feedback on friendliness, cleanliness, safety, and ageing facilities, prompting renewed calls for reform, enforcement, and a reset of the country’s global image.
Malaysia’s push to position itself as a welcoming, world-class destination ahead of Visit Malaysia 2026 has taken on a more urgent and introspective tone in recent weeks, following a series of complaints that have made their way into international and regional media. Issues ranging from perceived unfriendly behaviour and poor cleanliness to safety lapses and outdated facilities have prompted senior officials to sound the alarm, stressing that glossy campaigns alone will not be enough to win over increasingly discerning travellers.
Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing has been unusually candid in acknowledging the feedback. Speaking to reporters at Kuala Lumpur International Airport during New Year’s Day promotional activities, Tiong said his ministry had received complaints from visitors who felt they were treated dismissively or irritably when seeking assistance from members of the public.
He said explanations had been sought from the relevant agencies, which confirmed that some encounters had left tourists with a negative impression. Such moments, he warned, may seem small in isolation but can shape how a destination is perceived long after a visitor returns home.
Tiong urged Malaysians to collectively demonstrate the warmth and hospitality for which the country has long been known, noting that friendliness is not an optional extra but a core part of the tourism experience. With Malaysia ramping up its global promotion ahead of 2026, he said attitudes on the ground must match the image being sold abroad.
CLEANLINESS, SAFETY, AND STANDARDS UNDER SCRUTINY
Beyond questions of courtesy, deeper structural issues have also come under renewed focus. Cleanliness in tourist areas, long a recurring concern raised by both locals and visitors, has again been thrust into the spotlight. Reports of littered beaches, poorly maintained public spaces, and inconsistent waste management have clashed sharply with the country’s positioning as a premium travel destination.
Tourism officials have stressed that cleanliness is not solely the responsibility of local councils or enforcement agencies, but a shared civic duty. As visitor numbers are expected to rise significantly in 2026, weaknesses that are already visible risk becoming far more pronounced under heavier footfall.
Safety has emerged as an even more pressing concern, particularly in destinations popular for nature and adventure tourism. Tiong has cited repeated incidents in Sabah, where lax enforcement and poor compliance with safety regulations have been linked to a troubling number of tourist fatalities over the years. According to the minister, some operators have been found to operate boats without adequate life jackets, allow unlicensed divers to enter the water, or rent out permits in ways that undermine oversight.
He described these practices as unacceptable, saying they not only endanger lives but also erode confidence in Malaysia as a safe destination. Tiong said the issue had been raised with Sabah’s state leadership and emphasised that stricter enforcement would be essential if Malaysia is to avoid reputational damage that could take years to undo.
Outdated infrastructure is another recurring theme. The minister noted that repeat visitors have remarked on the lack of meaningful upgrades at certain attractions, pointing out that facilities in some locations appear unchanged from a decade ago. In an era where travellers are quick to share comparisons online, such stagnation risks placing Malaysia at a disadvantage against regional competitors that continue to invest aggressively in visitor infrastructure.
At the same time, Tiong acknowledged that promotion alone cannot compensate for shortcomings on the ground. While Tourism Malaysia has produced polished videos and international campaigns, he conceded that limited marketing budgets and fragmented efforts between federal and state authorities have constrained their reach. He urged state governments to take greater ownership of promoting and upgrading their attractions rather than relying solely on federal initiatives.
A MOMENT OF RECKONING FOR VMY2026
The concerns come as Tourism Malaysia has set an ambitious target of attracting 43 million international visitors in 2026, backed by a calendar of more than 300 programmes and events highlighting the country’s cultural, religious, and ethnic diversity. Major festivals linked to Chinese New Year, Aidilfitri, Deepavali, Christmas, as well as Kaamatan and Gawai, are intended to showcase Malaysia’s multicultural identity to the world.
While these events are expected to generate visibility and excitement, tourism analysts have cautioned that expectations among international travellers have shifted. Clean streets, clear signage, consistent safety standards, and basic courtesy are increasingly viewed as non-negotiable, rather than added bonuses. In this context, negative headlines about rudeness, litter, or preventable accidents can carry outsized weight.
Malaysia is not alone in grappling with these challenges. Across Southeast Asia, popular destinations are struggling to balance rising visitor numbers with sustainability, enforcement, and quality control. What sets Malaysia’s situation apart, however, is the timing. Visit Malaysia 2026 is being framed as a defining moment for the country’s tourism sector, with economic spillovers expected to benefit hospitality, transport, retail, and creative industries nationwide.
Large-scale public events, including recent countdown celebrations in Kuala Lumpur, have been promoted as symbols of momentum and confidence. Yet even as officials highlight their economic and cultural value, the underlying message has become clear: image-building must be matched by real improvements in behaviour, standards, and accountability.
For many observers, the current debate represents a necessary reckoning. Malaysia’s tourism strengths – diversity, affordability, food, and natural beauty – remain widely acknowledged. The challenge now lies in ensuring that first impressions, daily interactions, and safety practices consistently reinforce those strengths.
As preparations for Visit Malaysia 2026 continue, tourism authorities appear keenly aware that the world will not be persuaded by slogans alone. Whether the calls for friendliness, cleanliness, and reform translate into lasting change on the ground may ultimately determine whether the campaign fulfils its promise or serves as a reminder of missed opportunities.
SOURCES: South China Morning Post; The Star; The Edge Malaysia; Malay Mail; Tourism Malaysia statements
