Global Travel Mart 2025 opened today (October 1) at the World Trade Center (WTC) Kuala Lumpur, bringing together over 600 buyers, 400 sellers and 100 international media representatives under one roof. Organized by Tourism Malaysia, the event is seen as a major prelude to the country’s highly anticipated Visit Malaysia 2026 campaign.
Speaking at the opening ceremony, Deputy Minister of Tourism, Arts and Culture Datuk Khairul Firdaus Akhbar Khan called the occasion “a moment that extends far beyond Malaysia’s borders,” emphasizing its role in shaping the future of tourism, trade and cultural exchange in a rapidly evolving world.
“Let us pause to appreciate this event which has brought together over 600 buyers, 400 sellers and 100 international media under one roof. That alone is worth a standing ovation,” he said, adding that the last global meet organized by Tourism Malaysia was in 2007. “After nearly 20 years, we are back – stronger, more connected and ready to lead.”
Highlighting Malaysia’s recent performance, the Deputy Minister revealed that the country welcomed 38 million international visitors in 2024, marking a 31% jump over the previous year. From January to July 2025 alone, arrivals stood at 24.5 million, keeping Malaysia on track to surpass expectations.
Key source markets included Singapore, Indonesia, China, Thailand, Brunei, India, the Philippines, South Korea and Australia. “Our secret? Our people, delicious food, natural wonders and the unwavering support of our trade partners,” he noted.
Looking ahead, Khairul Firdaus stressed that Visit Malaysia 2026 would be the country’s most ambitious tourism campaign yet built not only on numbers but also on values of sustainability and innovation. “The traveller of today is looking for authenticity, sustainability and life-changing experiences. May this event be a catalyst, igniting innovation and sustainable partnerships not only for the success of Visit Malaysia 2026 but for a brighter, more connected global community.”
Global Travel Mart 2025 is expected to strengthen Malaysia’s position as a leading tourism hub in the region while setting the momentum for its landmark campaign in 2026.