Dubai, UAE – 12 January 2026: Tourism Malaysia is scaling up its promotional activities in the GCC region following the vibrant launch of the I LITE U urban lighting and cultural campaign in Kuala Lumpur’s iconic Bukit Bintang district. As a signature event under the Visit Malaysia 2026 (VM2026) initiative, the launch showcased Malaysia’s rich cultural tapestry, modern creative energy, and commitment to sustainable tourism—setting a powerful tone for the country’s tourism year ahead.
The I LITE U campaign is designed to highlight Malaysia’s dynamic cultural scene, heritage traditions, and world‑class entertainment offerings. Bukit Bintang, renowned for its luxury hotels, lifestyle malls, and bustling food streets, proved to be the perfect setting for this high-impact reveal, drawing large crowds of residents and international visitors. The district came alive with interactive light installations that symbolized Malaysia’s bright tourism future, combining modern innovation with cultural depth. These installations illuminated key facets of Malaysian identity and reinforced the nation’s vision of blending tradition, creativity, and sustainability to elevate visitor experiences.
The launch featured an impressive program of cultural and contemporary performances—from traditional Malay dance and Chinese lion dances to modern street-art showcases—each celebrating Malaysia’s multicultural identity. Local artisans and craftspeople also demonstrated their work, reinforcing Malaysia’s rising profile as a hub for creative tourism. The event’s main attraction, a dazzling light show projected onto Bukit Bintang’s landmark buildings, captivated audiences and created a fully immersive and interactive experience that reflected the spirit of VM2026.
Malaysia’s tourism sector continues to rebound strongly, supported by diversification strategies that appeal to a wide spectrum of travelers. The VM2026 campaign aims to strengthen Malaysia’s global tourism position by showcasing not only its popular beaches and major cities, but also its cultural heritage, culinary richness, and year‑round event calendar. Alongside I LITE U, Malaysia will host numerous cultural festivals, art exhibitions, heritage tours, and community-led experiences, presenting a multifaceted destination for cultural enthusiasts, adventure travelers, families, and food lovers alike.
As a focal point of the VM2026 campaign, Bukit Bintang is being positioned as a must‑visit urban hub. Visitors can explore attractions such as Pavilion Kuala Lumpur, Berjaya Times Square, and the district’s famous street‑food corridors offering culinary favorites like satay, nasi lemak, and char kway teow. These urban tourism experiences are central to Malaysia’s growth strategy, encouraging visitors to explore both iconic and lesser-known cultural neighbourhoods.
The I LITE U initiative also provides significant benefits to local businesses. Restaurants, cafés, retailers, and boutique shops in Bukit Bintang are expected to see increased footfall as tourism momentum grows. By promoting local craftsmanship, food culture, and community enterprises, the campaign reinforces Malaysia’s goal of developing a sustainable tourism ecosystem. Many installations use energy-efficient lighting, underscoring the nation’s emphasis on eco-friendly practices and green tourism—a key expectation among today’s global travelers.
Looking ahead to 2026, Malaysia anticipates strong growth in international arrivals, particularly from key markets such as the GCC, China, India, and Europe. To accommodate this, the country has been enhancing its tourism infrastructure, expanding airports, and streamlining visa processes to ensure seamless travel for international guests. Beyond Kuala Lumpur, destinations such as Langkawi, Penang, and the Cameron Highlands will continue to attract leisure travelers, offering nature, culture, and adventure in equal measure.
Commenting on the strengthened GCC promotion, Mohd Faharuddin Hatmin, Director of Tourism Malaysia Dubai, said: “The launch of the ‘I LITE U’ urban lighting experience reflects Malaysia’s commitment to offering world‑class attractions that combine creativity, culture, and sustainability. For our valued GCC travelers—who remain among our priority markets—this is an invitation to rediscover Malaysia with renewed excitement. As we prepare for Visit Malaysia Year 2026, we look forward to welcoming families, couples, and explorers from the region to experience our vibrant cities, cultural treasures, and the warm Malaysian hospitality they know and love.”
The I LITE U campaign marks an inspiring beginning to Malaysia’s preparations for Visit Malaysia 2026. Through its rich cultural displays, technological innovation, and sustainability-driven approach, Malaysia is reaffirming its ambition to stand as one of the world’s most engaging and future-ready tourism destinations.
About Tourism Malaysia
The Malaysia Tourism Promotion Board, better known as Tourism Malaysia, is an agency under the Ministry of Tourism, Arts and Culture Malaysia. It focuses on promoting Malaysia as a preferred tourism destination and plays a vital role in positioning the country in the global tourism landscape.
The upcoming Visit Malaysia 2026 will celebrate the nation’s tourism resilience and commitment to sustainability in line with the United Nations Sustainable Development Goals (UNSDG). For more information, visit Tourism Malaysia’s social media channels on Facebook, Instagram, X, YouTube, and TikTok.
About VFS Global Tourism Services
VFS Global has established its regional and global footprints in the space of tourism services, complementing its core visa services business. With 16 years of experience, the Tourism Services Unit has served more than 25 destinations. The team partners client destinations, across different co untries, to enable the achievement of their travel and tourism promotional objectives and business targets. We specialize in destination representation, outsourced tourism office management and trade support services for national tourism authorities from client governments. We facilitate them in a wide range of destination promotional activities.
Some of the key services include dedicated tourism support offices, destination training, product development, B2B roadshows & workshops, consumer events, digital campaigns, MICE engagement program, public relations and e-learning modules. The team is able to partner client destinations across different countries to deliver the desired tourist arrival and spend targets.
About VFS Global
As the global leader in trusted technology services, empowering secure mobility for governments and citizens, VFS Global embraces technological innovation including Generative AI to support governments and diplomatic missions worldwide. The company manages non-judgmental and administrative tasks related to applications for visa, passport, and consular services for its client governments, increasing productivity and enabling them to focus entirely on the critical task of assessment.
With a responsible approach to technology development, adoption and integration, the company prioritizes ethical practices and sustainability while serving as the trusted partner to 70 client governments. Operating over 4,000 Application Centres in 165 countries, VFS Global has efficiently processed more than 523 million transactions* since 2001.
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