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THE Malaysia Theme Park and Family Attractions Association (Matfa) is hoping for a fiscal stimulus environment to spur spending during the "Visit Malaysia Year 2026," as the country hopes to reap strong dividends from tourism.
Encouraging smart spending can be the catalyst to boost domestic tourism to complement foreign arrivals, said Matfa president Tan Sri Richard Koh.
Matfa believes that a more supportive fiscal framework will not only strengthen the attractions industry but also deliver long-term benefits to an overall tourism ecosystem, while boosting domestic consumption, said Koh.
He also hopes that the travel trade community can provide reasonable rates to lure tourists and be mindful not to price themselves out of the affordability range.
"We are in the global spotlight as a premier destination, offering diverse street food, vibrant cultural fusion, and a safe, exciting, and memorable tourism experience for visitors, but we also need tourists to spend."
Koh said that the campaign is expected to draw an increase in arrivals, but for some attractions, domestic tourism is key.
Among such attractions are theme and amusement parks, which are located in many inbound tourism destinations such as Penang, Genting Highlands and the Klang Valley, said Koh in an interview.
If there is confidence to spend, families, leisure travellers and adventure seekers can explore Malaysia’s vibrant and rapidly growing theme park and attractions sector, he noted.
Koh also stressed that for tourism receipts to reach their full potential, the attractions sector must be able to operate competitively and sustainably.
“As the industry continues to invest in safety, innovation and service excellence, Matfa hopes the government will continue to support the association through practical measures, including a review and reduction of taxes and operational costs. Such support will enable operators to remain competitive, reinvest in new attractions, and contribute effectively to the success of tourism."
Koh underscored that theme parks and family attractions are an integral part of Malaysia’s tourism ecosystem that promises unique entertainment, education, and local character fit for all segments of society.
“The VMY campaign provides a valuable platform to showcase our diversity, creativity, and hospitality to the global market,” he said, but stressed that if there are more fiscal incentives accorded, more exciting upgrades can be adopted.
“This is an opportune time to showcase Malaysia’s commitment to innovation, safety standards, service excellence, and sustainable tourism practices within the attractions industry,” he said.
Matfa, Koh said, remains committed to delivering high-quality, family-friendly experiences that complement the rich cultural heritage, natural beauty and hospitality, all in the spirit of “Truly Asia, a tagline associated with Malaysia.
“Theme parks and family attractions play a vital role in driving family tourism and domestic travel, while contributing directly to job creation, the macro economy and Malaysia’s overall tourism appeal,” he said. - January 9, 2026.