Global Travel Meet 2025: Malaysia at the Heart of the World’s Tourism Conversations

Kuala Lumpur is alive with energy this week as the Global Travel Meet 2025 unfolds at the World Trade Centre. The scale alone is remarkable: 600 international buyers, 400 Malaysian sellers, and 100 members of the media are here, making this one of the most significant tourism business events in the region.

What makes this gathering stand out is its purpose. It’s not just a trade fair or a showcase; it’s a carefully crafted platform where deals are struck, partnerships are forged, and conversations shape the direction of global tourism.

arrival of the Honourable Deputy Minister of Tourism, Arts & Culture Datuk Khairul Firdaus Akbar Khan (L)

The Bigger Picture: Visit Malaysia 2026

For Malaysia, the timing couldn’t be more significant. With Visit Malaysia 2026 just around the corner, this event serves as a critical stepping stone towards achieving the country’s ambitious target of 47 million international visitor arrivals.

Deputy Minister of Tourism, Arts and Culture, Datuk Khairul Firdaus Akbar Khan, set the tone in his opening speech. He reminded the audience that this is not about business as usual. Instead, it’s about turning ideas into action; embracing innovation, sustainability, and inclusivity as the guiding principles for the industry’s future.

He also pointed out the historic nature of this gathering. The last global travel meet hosted by Tourism Malaysia was in 2007. Nearly two decades later, its return signals not only resilience but also a renewed determination to place Malaysia firmly at the centre of global tourism dialogues.

official inauguration by Deputy Minister of Tourism, Arts & Culture, Datuk Khairul Firdaus Akbar Khan

Malaysia’s Resilient Tourism Growth

Tourism has always been one of Malaysia’s strengths, but the figures of late speak volumes about its bounce-back power. In 2024, the country recorded 38 million international arrivals, a 31.1% jump compared to the year before, and significantly higher than pre-pandemic levels in 2019.

Between January and July this year, 24.5 million visitors stepped onto Malaysian soil, reflecting a growth of 16.8% over the same period last year. The bulk of arrivals comes from neighbouring nations (Singapore, Indonesia, Thailand, Brunei, and China), but there is also steady growth from long-haul markets like Australia and Europe.

These numbers aren’t just statistics; they’re proof that Malaysia’s appeal cuts across cultures and geographies, thanks to its balance of heritage, natural wonders, culinary experiences, and modern connectivity.

Global Travel Meet 2025

Across three days, delegates are immersed in business-to-business sessions, networking events, business matching programmes, and familiarisation trips. But behind the formality lies something more important: a chance for industry professionals to see, taste, and experience Malaysia for themselves.

FAM trips take participants beyond the conference halls to rainforests, coastal islands, and heritage cities, offering first-hand encounters with what Malaysia has to offer. For many, this is the most convincing pitch of all: experiencing firsthand the diversity of Malaysia through its landscapes, people, and traditions.

At the same time, the event aligns with Malaysia’s National Tourism Policy 2020–2030, which places strong emphasis on sustainable and community-driven tourism. The future isn’t about chasing numbers alone, but about ensuring that tourism benefits both the traveller and the host community.

Walkabout with a Personal Touch

In the afternoon, YB Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture, made his way through the exhibition halls. His walkabout wasn’t just ceremonial; it allowed him to engage directly with exhibitors, listen to their stories, and spotlight the innovations being showcased.

The mood at Global Travel Meet 2025 is optimistic yet purposeful. Everyone knows the stakes are high. With Visit Malaysia 2026 approaching, the eyes of the world are on Malaysia. But the message coming out of this event is clear: Malaysia is ready, not just with attractions, but with a vision for sustainable, inclusive, and forward-looking tourism.

speech & inauguration by Deputy Minister of Tourism, Arts & Culture, Datuk Khairul Firdaus Akbar Khan

As the sessions continue over the next two days, deals will be signed, partnerships will deepen, and new markets will be explored. But more than that, the conversations happening here will shape how Malaysia tells its story to the world.