Tourism Malaysia Unveils Exciting Lineup for VM2026 at Netherlands’ Largest Travel Fair

Tourism Malaysia has officially launched the Calendar of Events for Visit Malaysia 2026 (VM2026) during its presence at Vakantiebeurs 2026, held from January 7th to 11th at Jaarbeurs Utrecht in the Netherlands. As the largest travel fair in the Benelux region, attracting over 72,000 visitors annually, Vakantiebeurs serves as a key platform for promoting Malaysia’s tourism offerings to the Dutch travel market, and this year’s event was particularly significant as Malaysia gears up for VM2026.

The Malaysia Pavilion at Vakantiebeurs stood as a vibrant showcase of the country’s diverse tourism highlights. With an immersive display that included cultural performances, live cooking demonstrations, and destination presentations, the Pavilion offered an in-depth view of Malaysia’s unique attractions. A highlight of the Pavilion’s presentation was a live cooking session led by award-winning chef Norman Musa, who presented traditional Malaysian cuisine, enticing visitors with the rich flavors that define the country’s gastronomy. Visitors were also treated to cultural performances that highlighted Malaysia’s rich cultural heritage, offering a taste of the diverse traditions that form the backbone of its tourism offerings.

The Pavilion also featured a special consumer giveaway, sponsored by Turkish Airlines and Pangea Travel. The giveaway, which captured the attention of many visitors, offered a lucky winner and their guest an all-expenses-paid, eight-day holiday to Malaysia. The prize package included international return flights, a journey through the bustling cityscape of Kuala Lumpur, a wildlife experience in Taman Negara, a scenic visit to the cool highlands of Cameron Highlands, and a cultural exploration of Melaka. The comprehensive package also included car rental, allowing winners the flexibility to explore the diverse attractions of Malaysia at their own pace. This exciting offer served as a major draw, bringing even more attention to Malaysia’s wealth of travel experiences.

The soft launch ceremony of the event was officiated by His Excellency Dato’ Roseli Abdul, the Ambassador of Malaysia to the Kingdom of the Netherlands, who was joined by Madam Sharifah Hafsya, the Director of Tourism Malaysia The Hague, and key representatives of the participating co-exhibitors. The ceremony highlighted the close cooperation between Malaysia and the Netherlands, which was further strengthened by the involvement of various Dutch tour operators, including Pangea Travel, Dim Sum Reizen, and Nomaya Travel, alongside Malaysian stakeholders like the Sarawak Tourism Board and Turkish Airlines.

The launch of the Calendar of Events for VM2026 serves as a key milestone in Malaysia’s preparations for its landmark tourism year. With the Netherlands emerging as a significant source market, Malaysia has been able to build upon its strong ties with Dutch tourists. From January to November 2025, Malaysia saw a notable 7.4% increase in Dutch tourist arrivals, with 92,405 visitors coming to explore the country. This upward trend highlights the growing interest in Malaysia as a travel destination, and reflects the success of Tourism Malaysia’s efforts in promoting the country to the Dutch market in the lead-up to Visit Malaysia 2026.

The partnership with Dutch stakeholders continues to grow, providing mutual benefits for both tourism markets. Malaysia’s rich culture, natural beauty, and vibrant cities make it an increasingly popular destination for travelers from the Netherlands, and as the nation looks ahead to VM2026, the collaboration is set to continue driving significant growth in arrivals. By showcasing Malaysia’s top-tier tourism offerings at major events like Vakantiebeurs 2026, Tourism Malaysia is well on its way to achieving its target for a successful and impactful Visit Malaysia Year.

As the world continues to embrace travel and exploration, Tourism Malaysia’s efforts to captivate the Dutch market through initiatives like VM2026, along with targeted partnerships, promise a brighter future for both nations in the tourism industry. The upcoming year holds immense promise for travelers eager to experience the cultural depth, stunning landscapes, and warm hospitality that Malaysia has to offer.

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