Malaysia’s tourism strategy heading into Visit Malaysia 2026 (VM2026) is increasingly focused on experience, storytelling and integration with urban life. Sunway Group’s latest tourism initiative, launched under the theme Our Malaysia Story, reflects this broader shift — one that positions attractions not merely as entertainment venues, but as cultural touchpoints that reinforce national identity, domestic travel and economic participation.
Unveiled at Sunway Lagoon Theme Park in Bandar Sunway and officiated by Prime Minister Datuk Seri Anwar Ibrahim, the initiative highlights how private-sector players are aligning with national tourism goals by rethinking how Malaysians and visitors experience place, culture and everyday heritage.
Rather than introducing entirely new infrastructure, the approach centres on activating existing destinations through narrative, design and participation. This signals a maturation of Malaysia’s tourism ecosystem, where growth is driven not just by numbers, but by meaning and connection.
Tourism as a shared national effort
In his remarks at the launch, Anwar emphasised that tourism development cannot be driven by government alone. It requires collective participation from industry players, workers and communities alike.
This framing is significant. Tourism today extends beyond hotel occupancy and visitor arrivals. It encompasses service quality, authenticity and how welcoming a destination feels at every level. From frontline staff to urban environments, the experience visitors take away is shaped by everyday interactions.
The Prime Minister’s emphasis on attitude, hospitality and collaboration underscores a shift towards soft infrastructure — values, behaviour and service culture — as essential components of tourism success. For urban centres and established townships, this is particularly relevant, as tourism increasingly overlaps with residential, commercial and public life.
Storytelling as a tourism strategy
Sunway’s Our Malaysia Story theme reflects a growing recognition that tourists — both domestic and international — are drawn to places that tell a story. Experiences rooted in familiarity, nostalgia and shared identity tend to resonate more deeply than generic attractions.
The launch of the Sunway Tiny Toys special collection illustrates this approach. By highlighting everyday Malaysian icons as heritage-inspired keepsakes, the initiative taps into collective memory rather than monumental history. These small, relatable symbols reflect how modern tourism increasingly values authenticity over spectacle.
This trend aligns with global tourism patterns, where visitors seek experiences that feel local, personal and reflective of daily life. For Malaysia, this presents an opportunity to showcase cultural richness without relying solely on traditional heritage sites or natural attractions.
Encouraging domestic travel through integration
Another key element of the initiative is the Malaysia Attraction Passport programme, designed to encourage domestic travel through interactive experiences across multiple family-friendly destinations.
This approach recognises that domestic tourism is not simply a fallback during global disruptions, but a long-term pillar of sustainability. Encouraging Malaysians to explore different attractions within the country strengthens travel habits, spreads economic benefits and supports regional resilience.
Integrated programmes like this also reflect changing travel behaviour. Visitors increasingly prefer curated journeys over isolated trips, favouring experiences that can be combined easily within a single itinerary. For urban regions, this reinforces the importance of connectivity, accessibility and coordinated planning.
Urban attractions and place-making
Bandar Sunway’s role as the launch venue is itself indicative of how tourism and urban development intersect. Purpose-built townships that combine residential, commercial, educational and recreational functions are increasingly becoming tourism destinations in their own right.
This evolution has implications for kl property and broader urban planning. Attractions embedded within liveable environments contribute to place-making by activating public spaces, extending visitor dwell time and supporting surrounding businesses.
When tourism is integrated thoughtfully into urban areas, it can enhance vibrancy without overwhelming local communities. The challenge lies in maintaining balance — ensuring that attractions remain accessible and beneficial to residents while remaining appealing to visitors.
Unity and diversity as economic assets
Sunway Group founder and chairman Tan Sri Dr Jeffrey Cheah highlighted unity and diversity as fundamental strengths shaping Malaysia’s future. This message aligns closely with tourism’s role as a platform for cultural exchange and shared identity.
Malaysia’s multicultural fabric is one of its defining advantages. When reflected authentically in tourism experiences, it enhances the country’s global appeal while reinforcing domestic cohesion. Initiatives that celebrate diversity through everyday symbols and shared stories help bridge generational and cultural divides.
From an economic perspective, this approach supports a more inclusive tourism model — one that distributes benefits across communities rather than concentrating them in a few hotspots.
Tourism beyond numbers
The VM2026 campaign targets ambitious visitor and revenue figures, but initiatives like Our Malaysia Story suggest that qualitative outcomes are becoming just as important. Visitor satisfaction, repeat travel and emotional connection are increasingly recognised as drivers of long-term success.
For cities and townships, this means tourism must be planned alongside liveability. Crowding, accessibility and public amenity quality all influence whether tourism enhances or detracts from urban life.
By focusing on storytelling, participation and integration, Sunway’s initiative reflects a tourism philosophy that complements sustainable urban growth rather than competing with it.
Looking ahead to VM2026
As VM2026 approaches, Malaysia’s tourism landscape is entering a more reflective phase. The emphasis is shifting from rapid expansion to thoughtful curation — from building more, to telling better stories with what already exists.
Private-sector initiatives that align with this direction play an important role in shaping public perception and setting benchmarks for quality. When attractions support cultural expression, domestic travel and urban vitality, they contribute to a tourism ecosystem that is resilient, inclusive and future-ready.
Sunway’s initiative demonstrates how established destinations can evolve without losing relevance. By grounding tourism experiences in shared identity and everyday culture, Malaysia strengthens not only its tourism offering, but also the social fabric that underpins it.
In the lead-up to VM2026, the success of such initiatives will depend on consistency, authenticity and collaboration. When tourism reflects who Malaysians are — rather than who they think visitors expect them to be — it becomes a powerful platform for both economic growth and national storytelling.
