Singapore —Tourism Malaysia has launched its culinary campaign, “Flavours of Malaysia” in Singapore, using food as a key marketing platform to build excitement for the highly anticipated Visit Malaysia 2026 (VM2026) national campaign.
Running from 1 June to 12 July 2026 at Food Capital in Grand Copthorne Waterfront Hotel Singapore, the campaign showcases Malaysia’s culinary diversity through an immersive dining experience featuring signature dishes from Johor, Penang, Kuala Lumpur, Sabah, and Sarawak.
The initiative reflects Tourism Malaysia’s broader strategy of promoting the country through authentic cultural experiences, positioning gastronomy as a gateway for travellers to discover Malaysia’s heritage, regional identities, and local communities.
Developed in collaboration with the Sarawak Trade and Tourism Office Singapore, the Sabah Trade and Tourism Office Singapore, and supported by the Malaysian High Commission in Singapore, the campaign brings together five master chefs for a collaborative ten-hands dining experience.
According to Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia, food remains one of the strongest ways to introduce Malaysia’s cultural richness to international audiences.
“By collaborating closely with our partners at the Sabah and Sarawak Trade and Tourism Offices, this promotion stands as a true testament to our ‘Malaysia Truly Asia’ identity,” said Rahim.
Beyond offering a conventional buffet, the experience highlights the stories behind each dish, blending Malay, Chinese, Indian, and indigenous Bornean culinary influences to give diners a deeper appreciation of Malaysia’s multicultural heritage.
The campaign also showcases how destination marketing is increasingly moving beyond traditional tourism advertising to create immersive experiences that allow consumers to engage with a destination before travelling.
Singapore continues to be one of Malaysia’s strongest tourism markets, recording 1.7 million visitors in April 2026, a 7.4% increase compared with the same period last year.
Tourism Malaysia hopes initiatives such as “Flavours of Malaysia” will further strengthen destination awareness while inspiring more travellers to experience the country’s food culture firsthand.
As preparations continue for Visit Malaysia 2026, the campaign forms part of Tourism Malaysia’s wider effort to position the country as one of Asia’s leading culinary destinations while reinforcing gastronomy as a powerful driver of tourism marketing.
