By Dr Mohd Yahya Mohamed Ariffin and Dr Tan Poh Ling

The tabling of Budget 2026, with more than RM700 million set aside to boost Malaysia’s tourism sector ahead of Visit Malaysia Year 2026, signals the government’s firm commitment to breathing new life into the industry.

From heritage trails to modern attractions, the nation is gearing up to welcome 47 million visitors and generate RM329 billion in revenue, reaffirming its place as one of Asia’s most dynamic and vibrant travel destinations.

Yet, amid the spotlight on leisure and heritage tourism, one group of travellers often goes unnoticed, the international students and academics who live, study and work within Malaysia’s borders. While they may have arrived for education, many go on to explore the nation deeply, becoming an often-overlooked yet meaningful part of Malaysia’s tourism story.

Malaysia has long been a hub for international students and expatriates who play an active role in the nation’s tourism ecosystem. Through their travel, spending, and cultural engagement, they not only enrich their experience of Malaysia but also contribute steadily to the local economy and tourism growth.

Education tourism goes beyond the classroom, embracing travel for learning, culture and professional growth. Aligned with the Malaysia MADANI vision of inclusive and sustainable progress, it offers a pathway to strengthen Malaysia’s dual identity as a destination for both education and tourism through student-focused travel experiences and cultural engagement.

Foreign students and academics as local explorers

Malaysia is home to thousands of international students enrolled in public and private universities across the country. Beyond their lectures and laboratories, these students are travellers in their own right – exploring, spending and contributing quietly yet steadily to the nation’s tourism economy.

At the same time, Malaysia hosts a growing community of international academics who teach and conduct research at local universities and higher education institutions. These academics, too, bring more than knowledge to the country; they enrich its tourism landscape through their travels, cultural exchanges, and global connections that subtly shape Malaysia’s image as a welcoming, world-class destination.

Minister of Higher Education Datuk Seri Dr Zambry Abdul Kadir recently announced that Malaysia has strengthened its position as a leading higher education hub in the region, successfully attracting 139,000 international students from 160 countries to pursue studies across a wide range of disciplines at both public and private universities.

Recent conversations with several international students from Sunway University, which currently hosts 4,693 international students in 2025, saw them express their excitement to explore Malaysia’s islands, destinations they rarely encounter in their home countries that experience four distinct seasons and have limited access to tropical seas.

Some students shared plans to visit Penang, captivated by its celebrated gastronomy and vibrant cultural heritage. Others look forward to island-hopping adventures in Langkawi, Perhentian and Redang, eager to experience Malaysia’s crystal-clear waters, marine life and relaxed island atmosphere.

“I am attracted to travel in Malaysia because it offers a unique combination of cultural diversity, natural beauty and educational opportunities. The country’s commitment to sustainability inspires me to explore how education and tourism are integrated to promote moral, cultural and environmental values,” said Ahmad Yunus, a Doctor of Philosophy candidate from Indonesia.

Ahmad is among 700 international students currently pursuing their studies at Universiti Sains Islam Malaysia (USIM). For him, travelling across Malaysia is more than a leisure activity, it is a journey of discovery and learning.

“Every trip offers both enjoyment and knowledge,” he said, adding that Malaysians’ warmth and hospitality make the experience even more meaningful. The country’s diversity provides endless opportunities to learn about different lifestyles, religions and cuisines.

“I am drawn to travel in Malaysia for its beauty, safety and rich history,” said Dr Ibrahim Fahad Sulaiman, a Nigerian and Senior Lecturer at the Faculty of Leadership and Management, USIM, who has lived in Malaysia since 2007.

Dr Ibrahim often spends his leisure time visiting mosques across the country, drawn by their architectural beauty and educational value.

“Almost every mosque in Malaysia has a mini library filled with Islamic books,” he shared.

He added that Malaysian mosques are remarkable for their diverse architectural designs, which often reflect the cultural influences of their local communities.

“For instance, I once visited a mosque in Melaka that was built in red, a colour favoured in Chinese culture, and unique facilities,” he said.

The silent boosters to local economy

These short getaways may seem modest, but collectively they inject meaningful spending into the local economy. Each trip involves transportation, accommodation, dining, shopping and recreational activities, all of which support local businesses, from small eateries to transport providers and cultural guides.

When international students and expatriates travel domestically, they help sustain jobs in hospitality and tourism, stimulate micro-enterprises in rural destinations, and promote Malaysia’s image as a welcoming, experience-rich country.

Their travel choices often influence visiting family members and friends, extending the economic impact far beyond a single weekend trip.

As the government aims to attract millions of visitors and generate hundreds of billions of ringgit in tourism revenue next year, integrating education tourism into the national tourism agenda could be the key to achieving long-term, sustainable growth. After all, every student who studies here is also a traveller one who learns, explores and contributes to the heartbeat of Malaysia’s economy.

-- BERNAMA

Prof Dr Mohd Yahya Mohamed Ariffin is the President of the Malaysian Association of Communication Educators (MACE), and Professor of Communication Programme, Faculty of Leadership and Management, Universiti Sains Islam Malaysia, Nilai, Negeri Sembilan.

Dr Tan Poh Ling is an Exco Member for Strategic Communication and Branding of the Malaysia Association of Communication Educators (MACE), and a Senior Lecturer at School of Communication and Media, Sunway University, Petaling Jaya, Selangor.