Malaysia Expands Tourism & MM2H Lifestyle Investment Program Ahead of Visit Malaysia 2026

Zurich, September 2025 — Malaysia has officially launched its Visit Malaysia 2026 (VM2026) campaign in Zurich, presenting a comprehensive strategy to boost tourism and long-stay investment from Switzerland and Europe. The event, led by the Minister of Tourism, Arts & Culture, YB Dato Sri Tiong King Sing, underlined Malaysia’s commitment to positioning itself as a prime destination for European travellers and investors.

A Strategic Push in the Swiss Market

Speaking at the launch, Minister Tiong emphasized Switzerland’s strong potential as a tourism source market, but noted that Malaysia remains under-recognized among Swiss travellers.

“Switzerland holds strong potential for us, but Malaysia is still a hidden gem to many here. We will strengthen our promotion of Malaysian culture, cuisine, and lifestyle to make Malaysia more visible to Swiss travellers,” he said.

The campaign’s focus includes health and wellness, golf, and yachting tourism—sectors where Swiss visitors show high interest—alongside Malaysia’s well-known cultural, nature, and culinary attractions.

Expanded MM2H Program and Lifestyle Investment

A key highlight of the launch was the promotion of the Malaysia My Second Home (MM2H) program, Malaysia’s flagship long-stay and lifestyle investment initiative. The enhanced MM2H program is designed to attract high-net-worth individuals, retirees, and global professionals seeking a second residence in Asia.

SwissCham Asia Engagement at the Launch

The Zurich event featured a high-level dialogue between the Malaysian delegation and SwissCham Asia representatives, underscoring the importance of bilateral engagement.

Representing SwissCham Asia were:

• Mr. Tuck Seng Low, Executive Board Director, SwissCham Asia

• Mr. Patrick Kriesmmer, Vice President, SwissCham Asia

• Dato’ Guna Mahalingam, Chairman of SwissCham Asia’s Malaysia Committee

Launch of VM2026, headed by YB Dato Sri Tiong King Sing, YBhg. Dato Manoharan Periasamy, Director General of Tourism Malaysia

Discussions centered on Malaysia’s tourism promotion in Switzerland, the potential opening of a Malaysian Tourism Office in Zurich, enhanced cultural and culinary engagement, and the exploration of direct charter flights or scheduled routes between Switzerland and Malaysia.

SwissCham Asia leaders highlighted their readiness to facilitate dialogue between Swiss businesses and Malaysian counterparts, particularly in the fields of tourism, hospitality, real estate, and lifestyle services.

From Left : Mr Tuck Seng Low , YB Dato Sri Tiong King Sing , Mr Patrick Kriesmmer and Dato’ Guna Mahalingam

Strengthening Bilateral Cooperation

Minister Tiong expressed confidence in the growing partnership with SwissCham Asia, calling the dialogue “a solid foundation” for long-term cooperation.

For Swiss businesses, Malaysia’s expanded tourism and MM2H strategy creates opportunities across sectors, from travel agencies and airlines to hotels, healthcare, real estate, and lifestyle services.

SwissCham Asia Statement: SwissCham Asia welcomes Malaysia’s strategic efforts to strengthen ties with Switzerland and Europe. The Chamber is committed to supporting members who wish to explore opportunities in Malaysia’s dynamic tourism and lifestyle investment sectors.

📌 Next Steps for MembersMembers interested in partnership opportunities linked to Visit Malaysia 2026, the MM2H program, or cross-border investment collaboration are invited to contact the SwissCham Asia Malaysia Committee for further engagement.