Malaysia, recognized as Asia’s most loved country, is targeting 31.4 million foreign tourists in 2025, reflecting a 25% increase from the 25 million arrivals recorded in 2024.

The tourism ministry has allocated RM10 million (US$2.2 million) across 13 states for promotional efforts to enhance Malaysia’s appeal as a top global travel destination, according to reports.

Despite a 24% year-on-year rise in foreign arrivals last year, the country fell short of its goal of 27.3 million visitors.

Singapore emerged as the leading source of tourists with 9.1 million visitors, followed by Indonesia (3.65 million), China (3.29 million), Thailand (1.64 million), and Brunei (1.14 million).

Malaysia earned the title of Asia’s most loved country in 2024, as recognized by an American finance website.

To maintain its competitive edge against regional destinations, it recently extended visa-free entry for travelers from China and India until 2026.

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