Malaysia Expands Tourism and MM2H Lifestyle Investment Program Ahead of Visit Malaysia 2026
- ssp-01
- Oct 4
- 2 min read
Zurich, September 2, 2025
Malaysia officially launched its Visit Malaysia Year 2026 (VM2026) campaign in Zurich, led by the Minister of Tourism, Arts and Culture, YB Dato Sri Tiong King Sing, during a high-level sales mission event. The initiative aims to strengthen Malaysia’s profile in the European market and attract more visitors, particularly from Switzerland, where tourist arrivals to Malaysia are steadily increasing.
Dato Sri Tiong highlighted that while Switzerland holds strong potential for Malaysia, awareness of the nation’s diverse offerings remains limited:
“Switzerland holds strong potential for us, but Malaysia is still a hidden gem to many here.
We will promote Malaysian cuisine and culture more vigorously, using localized approaches that resonate with Swiss preferences – bringing our culinary, cultural, and lifestyle experiences closer to the people.”
From Left : Mr Tuck Seng Low , YB Dato Sri Tiong King Sing , Mr Patrick Kriesmmer and Dato’ Guna Mahalingam
The Minister’s visit included a dialogue session with SwissCham Asia leaders: Executive Board Director Mr Tuck Seng Low, Vice President Mr Patrick Kriesmmer, and Malaysian Committee Chairman Dato’ Guna Mahalingam.
Discussions centered on the opportunities for Malaysia to expand its reach in Switzerland, with Swiss representatives noting the country’s affordability, unique cultural mix, and potential for niche tourism offerings.
Key Areas of Collaboration
Malaysia My Second Home (MM2H): Presented as a long-stay and lifestyle investment program for international visitors seeking a second residence in Asia.
Food & Cultural Promotion: Swiss audiences enjoyed authentic Malaysian cuisine, traditional performances, and cultural showcases.
Networking & Partnerships: Malaysian travel operators, hotels, and airlines engaged with Swiss counterparts to strengthen cross-border cooperation.
Direct Connectivity: Talks on new charter flights and potential direct routes from Switzerland to Malaysia are underway to boost tourist flows.
Tourism Malaysia Office in Zurich: The Ministry is considering opening a dedicated office in Zurich to provide on-ground market support and strengthen bilateral tourism ties.
Minister Tiong emphasized that Swiss travelers are increasingly drawn to health and wellness, golf, and yachting alongside Malaysia’s traditional strengths in culture, cuisine, and natural beauty.
“This dialogue has laid a solid foundation for further cooperation. With the support of SwissCham Asia, I am confident Malaysia will unlock new growth opportunities in the Swiss market.”
For more info: info@strategicswisspartners.com
