"Visit Malaysia 2026 – Surreal Experience: where every moment feels like coming home”

In this exclusive conversation with Diplomatist Magazine, Mr. Ahmad Johanif Mohd Ali, Director of Tourism Malaysia, reflects on Malaysia's evolving tourism vision. He shares how Malaysia is shifting from destination-based promotion to immersive, people-centred storytelling that speaks to today's Indian traveller. He highlights the growing potential of niche segments such as destination weddings and golf tourism, the impact of visa-free entry, and the importance of strengthening air connectivity and regional partnerships within ASEAN. Emphasising responsible tourism, community engagement, and cultural exchange, Mr. Johanif positions Malaysia not just as a place to visit, but as a heartfelt experience rooted in warmth, belonging, and shared heritage.

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With more than three decades of experience in the tourism sector, you came to India at a pivotal moment. How do you see Malaysia's tourism narrative evolving to captivate today's Indian traveller, and in what ways does it differ from the approach when you first began your career?

My journey in tourism has taken me from Scandinavia (2001–2006) to New York (2013–2017), and now to New Delhi — and each experience reflects how much the industry has evolved. Back in Scandinavia, our focus was simply on introducing Malaysia as a beautiful destination. In New York, it was about building brand identity and global awareness.

Now, post-COVID, everything has changed. Travellers — especially from India — are looking for something deeper. They want authenticity, connection, and a sense of belonging. And that's exactly how Malaysia's story is evolving.

We're no longer just promoting places to see — we're inviting people to experience Malaysia through its people, food, festivals, and nature. The relationship with India is already strong, so our focus now is to strengthen it further through experiences that touch the heart.

At the core, Malaysia still stands for warmth, hospitality, and genuine human connection.

The Indian outbound tourism market is growing rapidly, and Malaysia is keen to capture a greater share. Could you walk us through two niche segments that Tourism Malaysia is actively promoting to Indian travellers — and how you plan to co create them with Indian tour operators, travel influencers or cultural partners?

India continues to be one of Malaysia’s most dynamic and high-potential tourism markets, and we are focusing our efforts on developing niche segments that appeal strongly to the Indian traveller. Two areas we are currently promoting in a big way are destination weddings and golf tourism.