New initiative positions 25 villages as key rural tourism destinations nationwide

Malaysia is reshaping its tourism narrative by shifting attention beyond cities, placing rural communities at the heart of its next growth phase.

Driving Rural Tourism Through Desa Kirana
The Rural and Regional Development Ministry has launched the Desa Kirana initiative, aiming to attract 100,000 visitors to rural homestays by the end of 2026. Rolled out in conjunction with Visit Malaysia Year 2026, the program highlights 25 curated village tourism packages across Peninsular Malaysia, while also including Sabah and Sarawak.

Deputy Prime Minister and Rural and Regional Development Minister Datuk Seri Dr Ahmad Zahid Hamidi described Desa Kirana as a key game changer designed to boost rural economies. The initiative focuses on five pillars: heritage and culture, natural attractions, local gastronomy, traditional products, and authentic village life.

Expanding Tourism Beyond Urban Centers
Speaking at the Desa Kirana Comprehensive Package announcement ceremony in Sekinchan, Selangor, Zahid emphasized that tourism preferences have evolved. High-end travelers are no longer satisfied with city-based experiences alone and are increasingly seeking immersive rural encounters that reflect local culture and traditions.

Malaysia’s established urban tourism offerings face strong competition from global cities abroad. As a result, rural destinations now present an opportunity for differentiation, allowing visitors to explore landscapes and lifestyles not found in metropolitan centers.

Targeting New International Markets
The initiative has drawn strong interest from international travelers, particularly from Japan and South Korea, markets known for their appreciation of slow travel and cultural authenticity. The ministry expects collaboration with the Tourism, Arts and Culture Ministry, homestay operators, and village associations to strengthen Malaysia’s appeal in these segments.

While Malaysia continues to welcome tourists from China, India, ASEAN nations, and Oceania, Desa Kirana aims to better distribute tourism revenue by channeling visitor flows into rural communities that have historically been underrepresented.

Economic Impact on Local Communities
Beyond visitor numbers, the ministry has set a target of increasing local community income by 20 percent by 2026. This growth is expected to come from homestays, community-based tourism activities, and the development of local products unique to each destination.

Zahid noted that rural communities should not merely witness tourist arrivals but must directly benefit from the economic opportunities created. By leveraging each village’s strengths, the initiative seeks to create sustainable income streams and long-term resilience.

Addressing Infrastructure and Sustainability Challenges
One challenge highlighted is the aging infrastructure of some rural homestays, particularly in areas such as Selangor and Negeri Sembilan, where many operators are elderly. To address this, the ministry plans to provide training, resources, and support to ensure facilities remain well maintained and competitive.

Sustainability remains a core focus, with promotional efforts extending until 2027. Stakeholders are encouraged to maintain tourism assets beyond national campaigns to prevent decline once Visit Malaysia Year activities conclude.

A Long-Term Vision for Rural Malaysia
Desa Kirana reflects a broader shift toward inclusive tourism growth, ensuring rural areas share in the sector’s economic benefits. By integrating sustainability, cultural preservation, and community participation, the initiative positions rural Malaysia as a compelling destination for travelers seeking meaningful experiences.

As Visit Malaysia Year 2026 approaches, the success of Desa Kirana could redefine how tourism contributes to national development, strengthening rural livelihoods while showcasing Malaysia’s diverse cultural identity.

The Desa Kirana initiative signals Malaysia’s commitment to balanced tourism growth by elevating rural destinations alongside established urban hubs. By empowering local communities, attracting new international markets, and prioritizing sustainability, the program has the potential to create lasting economic and social impact across the country, benefiting both regional connectivity and cross-border tourism ties with Singapore and beyond.

Sources: NST MY (2025) , Travel and Tour World (2025)

Keywords: Malaysia Rural Tourism, Desa Kirana Program, Visit Malaysia 2026, Village Homestays, Community-Based Tourism