Anchored by the vision “Malaysia: A Sustainable Tourism Destination Rich in Culture,” the National Tourism Policy (NTP) 2020–2030 serves as the overarching framework to drive the transformation of Malaysia’s tourism industry towards greater competitiveness, sustainability, and inclusivity. To realise this vision, the NTP is implemented through six (6) key Transformation Strategies, namely:

(i) Strengthening Governance Capacity;

(ii) Creating Special Tourism Investment Zones (STIZ);

(iii) Embracing Smart Tourism;

(iv) Enhancing Demand Sophistication;

(v) Practising Sustainable and Responsible Tourism; and

(vi) Upskilling Human Capital.