TOURISM MALAYSIA CORPORATE PROFILE

The Malaysia Tourism Promotion Board (MTPB) began with the establishment of the Tourist Development Corporation (TDC) on 10 August 1972 as an agency under the Ministry of Trade and Industry. In 1987, TDC was transferred to the Ministry of Culture, Arts and Tourism before being rebranded as MTPB or better known as Tourism Malaysia.

Guided by the main vision of making the tourism industry the country's main source of revenue that contributes to socio-economic development, Tourism Malaysia is committed in carrying out the mission of promoting Malaysia as a premier tourism destination in the region.

In accordance with the functions set out under the Malaysia Tourism Promotion Board Act 1992 (Act 481), the objective of the establishment of Tourism Malaysia is to increase the arrival of international tourists and the average length of stay to increase tourism income thus stimulating the growth of domestic tourism in addition to leveraging the meetings, incentives, conferences and exhibitions (MICE) market. In realising this objective, Tourism Malaysia implements the Cuti-Cuti Malaysia campaign and the Malaysia Truly Asia campaign for the domestic and international markets respectively.

As a marketing agency under the Ministry of Tourism, Arts and Culture (MOTAC), Tourism Malaysia remains committed to promoting the development of tourism and related industries in Malaysia including the meetings, incentives, conferences and exhibitions (MICE) segment.

Visit Malaysia 2026-2027 (VM2026-2027), underscores Malaysia’s commitment to sustainable tourism development, in line with the United Nations Sustainable Development Goals (UNSDGs). The campaign aims to showcase the nation’s diverse natural attractions, rich cultural heritage, and vibrant tourism offerings, while driving inclusive growth and long-term value for local communities and industry stakeholders.