From 30 September to 3 October, Kuala Lumpur became the central stage of Malaysia’s tourism industry. The Visit Malaysia Travel Meet – better known as Global Meet 2025 – brought together over a thousand travel professionals, airlines representatives, media, and destination experts from around the world for four packed days of meetings, culture, and collaboration. My taxi driver told me that the previous weekend there had been a huge celebration in Melaka to herald the upcoming Visit Malaysia Year 2026. Global Meet however was a B2B event to prepare for Visit Malaysia 2026.
Tourism Malaysia has set its sights high. The goal is to welcome 35.6 million visitors in 2026, under the theme “Malaysia, Where the World Meets.” The campaign focuses on showcasing Malaysia as a crossroads of cultures, nature, and modern experiences – a destination that blends authenticity and innovation in a way few others can. Global Meet 2025 was designed to turn that vision into reality: to translate a slogan into concrete travel itineraries, marketing strategies, and partnerships.
Day 1 – Arrival and First Impressions
The first day served as a gentle introduction. Registration took place at the World Trade Centre Kuala Lumpur (WTC KL), the city’s historic hub for major conferences. Later that day, all international media participants were transferred to the Royale Chulan Hotel, where an optional welcome dinner was waiting for them. It was informal and primarily intended as a chance to meet each other, but it was also a good opportunity to exchange business cards and make initial contact.
Day 2 – The Official Kick-Off
The following morning marked the official opening of Global Meet 2025. The event took place in Dewan Merdeka, WTC KL’s grand main hall, where Malaysia’s Deputy Minister of Tourism, Datuk Khairul Firdaus Akbar Khan, addressed the crowd. His message was clear: tourism in Malaysia isn’t just about numbers, it’s about sustainability, inclusivity, and spreading the benefits of tourism across all states – from Sabah and Sarawak to the smaller towns and islands.
After the group photo and press moment, there was a tour of the exhibition areas. Here, destination management organizations presented their products. Booths from destination management companies and regional tourism boards showcased everything from jungle adventures in Borneo and culinary trails through Penang, to luxury island resorts and new ecotourism lodges. A number of Malaysia’s best hotels were also present. In the end, there were around 600 local suppliers, 400 international buyers and more than 100 international media representatives.
After an extensive and, above all, very tasty lunch, the first product presentations took place. Major players such as AirAsia and Batik Air talked about their products and plans, while tourism agencies from states such as Johor (Desaru), Sabah and Sarawak showed how they are preparing for the influx of visitors in the upcoming year.
The highlight followed in the evening with the official launch of Visit Malaysia 2026 at Sunway Resort, albeit the B2B version, as the tourist year had already been opened the week before in Melaka with a grand event for tourists. In the presence of the Minister of Tourism, Arts and Culture, Tiong King Sing, the events calendar for 2026 was presented. The evening’s performances – a blend of traditional Malay dance, modern multimedia projections, and live music – reflected the campaign’s spirit: heritage meeting innovation.
Day 3 – Exploring Kuala Lumpur’s Heritage
The third day started off light-hearted (but very hot and humid), with a guided walk through the heart of Kuala Lumpur. From Merdeka Square, we walked past iconic sites such as the Royal Selangor Club and the Sultan Abdul Samad Building, which was unfortunately completely covered in scaffolding. Via the River of Life (where KL once originated), the Central Market and the colorful temples – the Chinese Guan Di Temple and the Indian Sri Maha Mariamman Temple – the route ended in Petaling Street, the bustling Chinatown. For many international participants, this was their first real introduction to the cultural mix that makes Malaysia so special.
After the tour, the program returned to the World Trade Centre for lunch and the next series of product presentations. This time, MyCEB (the Malaysian Convention & Exhibition Bureau), MM2H (Malaysia My 2nd Home), the Islamic Tourism Centre and EMGS (Education Malaysia Global Services) were among those featured. However, my personal highlight of the day was the story told by Irshad Mobarak, the charismatic naturalist behind JungleWalla. His talk on Malaysia’s biodiversity and the importance of responsible nature travel captivated the room and reminded everyone why sustainable tourism isn’t a trend but a necessity.
That evening, the group reconvened at the Malaysia International Trade and Exhibition Centre (MITEC) for a gala dinner hosted by MyCEB. The guest of honor, Datuk Manoharan Periasamy, Director General of Tourism Malaysia, spoke with genuine enthusiasm about the collaborative spirit driving Visit Malaysia 2026. The modern setting of MITEC – sleek, spacious, and proudly Malaysian – perfectly reflected the country’s ambition to become a major player in global business and conference tourism.
Day 4 – Cooking, Culture and Connection
The final day of Global Meet was a celebration of what Malaysia does best: food. Delegates gathered at Rebung Restaurant, the culinary home of celebrity chef Ismail Ahmad, for a lively cooking demonstration and breakfast tasting.
The session was pure joy. Chef Ismail, known for his humor and storytelling, turned cooking into performance art. Between stories about Malaysian hospitality and his grandmother’s recipes, he showed how to prepare local classics like nasi lemak, beef rendang, and roti jala. This last dish (famous in Malaysia) was prepared by Ismail in a private setting. The buffet that followed was an explosion of flavors – spicy sambal, creamy coconut milk, fragrant rice, and endless sweets.
After the session, the participants were taken back to their hotels and given the rest of the day off to explore Kuala Lumpur on their own. Some headed to the Petronas Towers for the classic skyline photos, while others dove into the food courts and food streets to sample some local flavors before returning home.
Looking ahead to Visit Malaysia 2026
By the end of Global Meet 2025, one thing was clear: Visit Malaysia 2026 isn’t just a campaign; it’s a national movement. The focus goes beyond visitor numbers – it’s about creating meaningful experiences rooted in Malaysia’s diversity, sustainability, and hospitality.
Tourism Malaysia’s four main pillars – eco and sustainable travel, innovation, cultural diversity, and collaboration – ran through every presentation and conversation. There’s a renewed push to extend visitor stays, draw attention to lesser-known destinations like Sarawak, Terengganu, and Johor, and raise service standards across the country.
If Global Meet 2025 was a preview, then 2026 promises to be a year where Malaysia truly lives up to its new slogan – a place “Where the World Meets.”
