Following Malaysia’s recent recognition at the Global Tourism Awards 2025 for its excellence in the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector, EUReflect had the privilege of conducting an exclusive interview with H.E. Dato’ Mohd Khalid Abbasi Abdul Razak, Ambassador of Malaysia to Belgium, Luxembourg, and the European Union. In this insightful conversation, the Ambassador shares Malaysia’s strategic vision for tourism diplomacy, its commitment to sustainability, and the country’s growing role in fostering cultural and economic ties with Europe.

Can you tell us about Visit Malaysia 2026?

Visit Malaysia 2026 (VM2026) is a nationwide tourism campaign launched by the Malaysian government to position the country as a top global travel destination. It is part of a long-standing series of “Visit Malaysia Year” campaigns, which have historically boosted the country’s tourism industry and global profile. The VM2026 invites travelers to discover the unique mix of cultural diversity, natural wonders, modern infrastructure, and authentic local experiences that Malaysia can offer.

Malaysia aims to attract 47 million visitors and generate USD69 billion in tourism revenue in conjunction with the Visit Malaysia Year 2026, by showcasing Malaysia’s diverse culture, stunning nature, and modern amenities through a wide range of promotions and initiatives. VM2026 aims to increase tourism revenue, strengthen Malaysia’s global tourism competitiveness, and ultimately position the sector as one of the largest contributors to the country’s GDP.

For the Visit Malaysia 2026 campaign, the Malayan Sun Bear has been selected as the official mascot. As one of Malaysia’s most iconic yet endangered species, the Malayan Sun Bear embodies the nation’s rich biodiversity and reflects our deepening commitment to wildlife conservation and sustainable tourism.

What makes Malaysia unique compared to other Southeast Asian destinations?

Malaysia is a true melting pot of cultures, a country rich in diversity, home to three of Asia’s oldest civilizations, Malay, Chinese, and Indian, and various ethnic groups from Malaysia Borneo. This diversity is reflected in our culture and heritage, seen in our architecture, cuisine, and festivals. Not only that, Malaysia offers something for everyone: a blend of vibrant cities, scenic landscapes, and a deep cultural heritage. It should be part of your travel plans. From the lively buzz of the city, you can easily escape to the peaceful beaches of Langkawi or the Perhentian Islands, where turquoise waters and white sandy beaches. For those in search of nature, the lush rainforests of Borneo or Taman Negara, one of the oldest rainforests in the world which, will provide an unforgettable experience.

What is your favorite destination in Malaysia, and why?

My favourite destinations are the UNESCO World Heritage Sites, Malacca, and Penang, both are worth visiting. If you want to learn more about the history of Malaysia, you can visit the historical sites in Malacca – a colonial past by the Netherlands, Portugal, and Britain, which left influences on the architecture like the Dutch Square Market, Porta De Santiago, and the Church of Saint Paul. At the same time, Penang is a melting pot of cultures with a blend of Malay, Chinese, Indian, and European influences. Here, you can enjoy the picturesque scenery of Penang Island and experience a slow-paced life, with its wonderful street art of George Town, beautiful beaches, such as Batu Ferringhi, where you can relax, enjoy water sports, and witness stunning sunsets, explore Penang Hill for breathtaking views, and Penang National Park offers jungle trekking, wildlife spotting, and pristine beaches, and various delicious food. In short, both Malacca and Penang have a blend of the old and new, providing visitors with a unique and enriching experience to explore history, culture, and culinary delights all in one place.

Which hidden gems in Malaysia would you recommend to Belgian travelers?

Malaysia is a country that truly offers something for everyone, with its perfect blend of vibrant cities, scenic landscapes, and deep cultural heritage. If I were to recommend a journey, I would suggest starting in Kuala Lumpur, the dynamic capital city, where you can experience the iconic Petronas Twin Towers. Standing at 451.9 meters with 88 floors, the towers offer an unforgettable panoramic view of the city, especially from the famous sky bridge connecting the two towers.

Once you have taken in the excitement of the city, I would suggest relaxing on the serene beaches of Langkawi or the Perhentian Islands. The crystal-clear turquoise waters and soft, white sandy beaches are ideal for unwinding under the sun. If you are an adventure lover, Malaysia also has extraordinary nature experiences to offer, like the lush rainforests of Borneo or Taman Negara, one of the oldest rainforests in the world, which will provide unforgettable experiences in nature. Malaysia is a destination that brings together both relaxation and adventure, and I truly believe it should be on everyone’s travel list.

Have you noticed any specific trends or preferences among Belgian travelers?

Since I arrived in 2023, I have noticed a growing interest among Belgian travelers in Malaysia. The country’s welcoming atmosphere, especially highlighted by the ‘Malaysia Truly Asia’ tagline, has caught their attention. After the pandemic, many Belgians are eager to explore new destinations, and Malaysia offers them authentic experiences away from the mass tourism often found in other popular locations.

There is also a growing interest in nature-based and eco-tourism experiences. Malaysia’s lush rainforests, pristine islands and beaches, wildlife sanctuaries, and cultural diversity provide an ideal escape for Belgian travelers looking for something unique and immersive. Destinations like Langkawi’s peaceful beaches and the cultural richness of Penang and Borneo present an appealing alternative to more crowded tourist spots. These efforts help position Malaysia as a destination that offers both relaxation and adventure for Belgian travelers seeking meaningful and distinct travel experiences.

What efforts is Malaysia making to attract even more Belgian travelers?

Malaysia, through its tourism office in The Hague, which oversees the Benelux region, has been actively undertaking efforts to attract more Belgian travelers. One of the primary initiatives is the promotion of Malaysia’s rich cultural heritage and diverse travel experiences through the well-established ‘Malaysia Truly Asia’ campaign. This campaign is prominently featured at various travel and trade fairs in Belgium, enabling the Malaysian Tourism Board to engage directly with Belgian audiences, highlighting the country’s unique offerings, from vibrant cities to natural wonders.

Additionally, the Tourism Malaysia office works closely with Belgian travel agents, tour operators, and airlines to offer attractive travel packages and improve accessibility for Belgian travelers. Although there are no direct flights from Belgium to Malaysia, collaborations with airlines like Singapore Airlines, Turkish Airlines, Emirates, Qatar Airways, and KLM provide convenient connections with shorter transit times and multiple options to reach Kuala Lumpur. Notably, there is also a recent collaboration with Singapore Airlines, which offers connections to multiple destinations in Malaysia, making it even more appealing for Belgian travelers.

The Malaysian government has also been focusing on enhancing the seamless travel experience by improving the Malaysia Digital Arrival Card (MDAC), which simplifies the online entry process. Additionally, the government has improved eVisa policies, allowing foreign nationals from certain countries to apply for an electronic visa more easily.

What message would you like to share with travellers considering Malaysia in 2026?

We invite you to experience Malaysia’s rich tapestry of cultures, pristine natural landscapes, and warm hospitality. Whether you’re seeking adventure, relaxation, cultural immersion, or world-class cuisine, Malaysia offers something for every traveller. Visit Malaysia 2026 is your opportunity to explore a destination that is authentic, accessible, and unforgettable, we look forward to welcoming you!

What does the Tourism Malaysia team in Belgium look like, and what role do they play in promoting Malaysia as a travel destination?

The Tourism Malaysia team in Belgium is based in the Netherlands. They play a pivotal role in promoting Malaysia to Belgian travelers. The team focuses on building strong relationships with travel agencies, tour operators, and airlines to offer tailored packages and travel deals. They also organize events with trade and attend travel fairs and events in Belgium to engage directly with the public and the travel industry. Through these efforts, they help to create awareness about the diverse range of experiences in Malaysia through strategic and thematic campaigns. Not forgetting, the Embassy of Malaysia in Brussels is also ever ready to facilitate and help in making sure your holidays in Malaysia will be unforgettable experiences and fun.

If you are interested in learning more about tourism in Malaysia, I would highly recommend reaching out to the team or their Tourism Malaysia office via mtpb.thehague@tourism.gov.my or visiting https://www.malaysia.travel/ website. They can provide more specific information, connect you with trusted travel agents (DMCs), and even help you with tailored recommendations for your travels.