"Marketing Malaysia as a destination of excellence and to make the tourism industry a major contributor to the socio-economic development of the nation."

Tourism Malaysia's objective is to promote Malaysia as an outstanding tourist destination. We aim to showcase Malaysia's unique wonders, attractions and cultures; develop domestic tourism and enhance Malaysia's share of the market for meetings, incentives, conventions and exhibitions (MICE). Our ultimate goal is to increase the number of foreign tourists to Malaysia, extend the average length of their stay and so increase Malaysia's tourism revenue.

Tourism Malaysia's activities to stimulate Malaysian tourism and tourism-related industries help promote new investments in the country while providing increased employment opportunities. The growth of Malaysian tourism will contribute positively to the country's economic development and quality of life.