The Ministry of Tourism, Arts and Culture Malaysia (MOTAC), through its agency Tourism Malaysia’s Vietnam office, is organising the Malaysia Tourism, Arts, Culture & Food Festival 2025 in Ho Chi Minh City and Hanoi. The initiative aims to boost bilateral tourism cooperation and promote the upcoming Visit Malaysia 2026 (VM2026) campaign, with Vietnam identified as a key priority market within ASEAN.
The Fest will feature two highlight events: The Destination Seminar and Business Networking Session, and the Malaysia Tourism, Arts, Culture & Food Fest 2025. These took place from 29 July to 2 August 2025. The events aim to connect industry stakeholders, media, and the public while promoting Malaysia’s vibrant tourism offerings and encouraging collaboration.
The Malaysian delegation is led by YB Dato’ Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia, and includes 30 representatives from Malaysia’s tourism, hospitality, and service sectors.
In his keynote address, YB Dato’ Sri Tiong King Sing stated: “Vietnam has consistently been one of Malaysia’s most valued tourism partners in Southeast Asia. We believe this visit will foster dynamic partnerships and support our shared goal of developing sustainable, inclusive, and mutually beneficial tourism between our nations.”
“This series of events in Vietnam not only showcases Malaysia’s rich tourism, arts, culture, and gastronomy, but also serves as a vital platform to strengthen cultural diplomacy and foster mutual understanding between two close ASEAN neighbours. It marks a significant milestone in our international outreach efforts leading up to Visit Malaysia 2026,” he added.
The Destination Seminar and Business Networking Session will bring together stakeholders from both countries’ travel, aviation, and hospitality sectors to explore new business opportunities. These events will be held in Ho Chi Minh City on 29 July 2025 at Hotel Nikko Saigon and in Hanoi on 1 August 2025 at Sheraton Hanoi Hotel.
The Malaysia Tourism, Arts, Culture & Food Fest 2025 is a public celebration showcasing Malaysia’s diverse heritage, featuring cultural performances, traditional crafts, and authentic Malaysian cuisine. The festival fosters deeper cultural appreciation and people-to-people ties between Malaysians and Vietnamese.
Running concurrently is MADANI Week, hosted by the Embassy of Malaysia in Hanoi. Inspired by the ‘Madani’, which promotes six core values with sustainability, prosperity, innovation, respect, trust, and compassion, across culture, education, and trade. This initiative further underscores Malaysia’s commitment to holistic national development and strategic partnerships with countries like Vietnam.
As of July 2025, there are 164 direct weekly flights between Malaysia and Vietnam, reflecting growing demand for convenient travel. The increase in flight frequency supports more flexible travel itineraries and stimulates segments such as weekend getaways, MICE tourism, and bleisure travel. These trends are gaining traction among Vietnam’s expanding middle class and younger demographics.
Malaysia is currently the second-largest ASEAN source market for Vietnam after Cambodia, with 266,000 Malaysians visiting Vietnam in the first five months of 2025. Conversely, Malaysia welcomed 168,677 Vietnamese tourists during the same period, reaffirming its appeal as a preferred destination.
