Malaysia has launched its Visit Malaysia Year 2026 (VM2026) campaign in Helsinki, aiming to strengthen tourism ties with Finland and increase Nordic visitor numbers ahead of the country’s major tourism year.
The launch event was hosted by the Embassy of Malaysia in Finland and introduced the VM2026 theme while outlining Malaysia’s focus on sustainable tourism, cultural exchange and nature-based travel experiences. The initiative positions Finland as a priority market within the Nordic region.
According to the embassy, Finnish travellers’ interest in outdoor activities, cultural immersion and eco-friendly destinations aligns with Malaysia’s tourism strategy, which highlights national parks, island destinations and community-based initiatives.
The campaign also presented two new mascots, inspired by Malaysia’s sun bears, which will be used in future promotional materials. Their introduction reflects Malaysia’s emphasis on biodiversity and environmental conservation as part of its tourism messaging.
The embassy encouraged Finnish travel companies and tourism stakeholders to expand cooperation with Malaysian partners ahead of 2026. Direct flights between Helsinki and Malaysian cities were highlighted as an advantage for growing visitor numbers.
Malaysia plans to continue promoting VM2026 across Finland throughout 2025, including roadshows and cultural events, to raise awareness of the campaign and strengthen people-to-people ties between the two countries.
Source: TTW
