Tourist arrivals from ASEAN countries have jumped 15.5% in the first six months of 2025, with Malaysia’s role as ASEAN Chair credited for boosting the nation’s regional appeal.

Malaysia has recorded a sharp increase in visitors from neighbouring ASEAN nations, with arrivals rising 15.5% from January to June this year compared to the same period in 2024, according to Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing.

In a Parliamentary reply, Tiong said the numbers reflected both Malaysia’s targeted promotional efforts and the country’s elevated profile as ASEAN Chair for 2025.

“Tourism from our neighbouring ASEAN countries remains a major contributor to Malaysia’s international tourist arrivals. ASEAN visitors accounted for 74.3% of Malaysia’s total international tourism in 2024. The number of visitors increased to 15.09 million in the first half of 2025, up from 13.06 million in the same period last year,” he said, responding to a query from Datuk Seri Dr Wee Jeck Seng (BN–Tanjung Piai).

Tiong noted that Malaysia’s role in hosting ASEAN-level meetings has further strengthened its visibility and appeal among regional travellers. “Our role as ASEAN Chair contributes to this surge, with meetings attracting delegates from across the region,” he added.

When asked by Wee about challenges in promoting Malaysia’s tourism sector, Tiong acknowledged that budget limitations remain an issue. However, he stressed that his ministry is working closely with the Finance Ministry to secure the necessary resources.

“We are exploring partnerships and optimising our promotional efforts even with limited funds,” he said.

In response to Dr Ahmad Fakhruddin Sheikh Fakhrurazi (PN–Kuala Kedah) on the potential of cross-border tourism, Tiong highlighted the need for better infrastructure and closer collaboration with state governments. He singled out Kelantan as a state that could do more to participate in international promotions alongside the ministry.

“Kelantan often misses these opportunities. I urge them to participate more actively,” Tiong said, making a pointed remark about the state’s limited involvement.

Tiong also addressed a question from Deputy Speaker Datuk Dr Ramli Mohd Nor (BN–Cameron Highlands) on whether Cameron Highlands would feature prominently in the promotional push for Visit Malaysia Year 2026.

“We will assist wherever we can to promote Cameron Highlands,” he assured.

With tourism being a major driver of Malaysia’s economy, the current upswing in ASEAN arrivals provides momentum for the nation’s plans leading up to 2026. The challenge, as Tiong indicated, will be to maintain this growth through sustained marketing, improved infrastructure, and stronger state-level cooperation.