The event was designed to boost bilateral tourism cooperation and promote the “Visit Malaysia 2026” campaign, with Viet Nam identified as a key market in the ASEAN region.

The festival featured two main components: a seminar introducing destinations and promoting business networking and the 2025 Malaysia Tourism, Arts, Culture and Culinary Festival.

Held in both Ho Chi Minh City and Ha Noi, the festival served as a platform to connect industry partners, media representatives, and the general public, while showcasing Malaysia’s unique tourism offerings.

The Malaysian delegation was led by Dato’ Sri Tiong King Sing, Minister of Tourism, Arts and Culture, and included 30 representatives from sectors such as tourism, hospitality, and services.

Speaking at the opening ceremony, Minister Dato’ Sri Tiong King Sing highlighted that Viet Nam has always been one of Malaysia’s most important tourism partners in Southeast Asia. He expressed his belief that this visit would further strengthen partnerships towards our shared goal of developing sustainable, inclusive tourism that brings long-term benefits to both nations.

He also noted that the series of events in Viet Nam not only highlighted the richness of Malaysia’s tourism, arts, culture, and culinary heritage but also serves as a bridge for cultural diplomacy, enhancing mutual understanding and bonds between our two close ASEAN neighbours as well as marking an important milestone in Malaysia’s international promotion strategy ahead of ‘Visit Malaysia 2026’.

The Malaysia Tourism, Arts, Culture and Culinary Festival 2025 was a community-oriented event celebrating Malaysia’s diverse heritage through traditional performances, handicraft demonstrations, and showcases of signature cuisine.

The event aimed to foster cultural exchange and community engagement between the peoples of Viet Nam and Malaysia.

Running concurrently was MADANI Week, organised by the Malaysian Embassy in Ha Noi, inspired by the “Madani” philosophy – a framework rooted in six core values: sustainability, prosperity, innovation, respect, trust, and compassion. These values were interwoven throughout the week’s events in the fields of culture, education, and commerce.

This initiative underscores Malaysia’s commitment to inclusive national development and the strengthening of strategic partnerships with countries like Viet Nam.

As of July 2025, there are 164 direct flights per week between Malaysia and Viet Nam, a number that reflects growing travel demand. The increased flight frequency offers travellers more flexibility, while boosting key segments such as weekend getaways, MICE tourism, and “bleisure” (business + leisure) trips – particularly appealing to Viet Nam’s growing middle class and younger generations.

Malaysia is currently the second-largest ASEAN source market of tourists to Viet Nam, following Cambodia, with 266,000 Malaysian arrivals recorded in the first five months of 2025. Conversely, 168,677 Vietnamese travellers visited Malaysia in the same period, reaffirming its status as a favourite destination among Vietnamese tourists.