Tourism leaders, international buyers, and industry partners converged on the World Trade Centre Kuala Lumpur today for the official inauguration of Global Travel Meet 2025 (GTM 2025), a three day international business event designed to position Malaysia as a premier global tourism hub and accelerate momentum towards Visit Malaysia 2026 (VM2026).
Siti Hadijah Arifin, Deputy Director International Promotions (AERO) & Baizuri Baharum, Director of Tourism Malaysia Sydney
The long awaited event, last held in 2007, has been revived with unprecedented scale, bringing together 600 international buyers, 400 Malaysian sellers, and 100 international media representatives under one roof.
The event comes hard on the heels of the World Tourism Day celebrations in Melaka, where leaders gathered to highlight sustainable and inclusive growth for the sector.
Together, the back to back occasions underline Malaysia’s growing influence as a convener on the global tourism stage, while providing an important springboard into Visit Malaysia 2026.
Deputy Minister of Tourism, Arts and Culture, YB Datuk Khairul Firdaus Akbar Khan, officiated the opening, calling the event “a defining moment for Malaysia and for the global travel industry.”
He emphasised that GTM 2025 was
“not merely a conference, but a platform where ideas are transformed into action, where collaboration transcends borders, and where meaningful partnerships are forged.”
He highlighted the event’s objectives: strengthening partnerships, driving sustainable growth, advancing digitalisation and community driven tourism, and positioning Malaysia as a hub for global tourism, trade, and cultural exchange.
Wira & Manja, Malaysia’s Sunbear Mascots
Malaysia’s tourism sector is already showing strong momentum.
In 2024, the country welcomed 38 million international visitors, a 31.1% increase on 2023 and exceeding pre pandemic levels.
From January to July 2025, Malaysia recorded 24.5 million arrivals, a 16.8% year on year increase.
From an Australian perspective, the growth trend is particularly encouraging.
Australian arrivals to Malaysia are up nearly 10% year to date in 2025 compared with the same period in 2024, building on a 5% rise in 2024.
With increased air connectivity, a growing appetite for cultural and adventure experiences, and Malaysia’s proximity to Australia, the market is expected to play an increasingly important role in the success of Visit Malaysia 2026.
Reflecting Malaysia’s National Tourism Policy 2020 to 2030, the Deputy Minister underscored the importance of sustainability and innovation. “We are investing in digitalisation, green tourism, and community based initiatives to ensure that every visitor experiences our values of authenticity, inclusivity, and sustainability,” he said.
Backed by Malaysian carriers such as Malaysia Airlines, AirAsia, and Batik Air, and supported by associations including the Malaysia Inbound Chinese Association (MICA) and the Malaysian Indian Tour & Travel Association (MITTA), GTM 2025 has been hailed as a vital platform to propel the industry towards its ambitious goals.
As the global travel trade gathers in Kuala Lumpur, GTM 2025 is set to spark collaboration, innovation, and growth, ensuring Malaysia is firmly on the world tourism map.
“May this event serve as a powerful catalyst for sustainable partnerships, leading us not only towards a successful Visit Malaysia 2026 but also to a brighter, more connected future for global tourism,” the Deputy Minister concluded.
