As Malaysia steps up preparations for Visit Malaysia 2026 (VM2026), Unifi Business, Telekom Malaysia’s fibre broadband, mobile and digital services arm for micro, small and medium enterprises, is positioning itself as a key digital partner to the hospitality industry. Through its converged solutions for connectivity and digitalisation, Unifi Business is helping hotels, resorts and homestays nationwide to upgrade their digital capabilities and meet the expectations of millions of domestic and international travellers anticipated in the coming months.
Tourism Malaysia statistics show that the country welcomed 37.9 million foreign visitors in 2024, a 31.1 per cent increase compared with 2023, while tourist expenditure rose sharply to RM106.8 billion, up 43.7 per cent from RM74.3 billion the previous year. The strong growth momentum continued in 2025, with interim figures reporting more than 38 million arrivals and tourism receipts exceeding RM186 billion, highlighting the sector’s resilience and robust recovery. Looking ahead, Visit Malaysia Year 2026 is set to attract 35.6 million international visitors and generate RM147.1 billion in revenue, reinforcing tourism’s growing contribution to the national economy. Early estimates suggest that 2025 arrivals could surpass 2024 levels, prompting the government to consider raising tourism targets for VM2026 in light of the encouraging response to date.
Singapore remained Malaysia’s largest source market, followed by Indonesia, China, Thailand, Brunei and India. Notably, arrivals from China and India recorded significant growth, largely driven by the implementation of visa exemption facilities for both countries.
While the government and the Ministry of Tourism continue to push aggressively to attract more visitors, a key question remains. Is the hospitality industry ready to handle such a massive influx of arrivals?
Although Malaysia’s hospitality sector has long been regarded as progressive and quick to adopt innovation, particularly after being heavily impacted by the pandemic, the pace of digital adoption and modernisation has lagged behind global standards in some areas.
To better understand the state of digitalisation in the industry and how local technology enablers such as Unifi Business can help accelerate readiness ahead of VM2026, BusinessToday conducted an exclusive interview during the Transformasi Hospitaliti Generasi Baharu session held at Wyndham Grand Bangsar, speaking with senior leaders from Unifi Business, Wyndham Kuala Lumpur and Ascott Malaysia.
Against the fitting backdrop of a hotel lobby, Dr Mohamad Yusman Ammeran, Vice President of Unifi Business, opened the discussion by emphasising the central role of hospitality in Malaysia’s tourism ambitions.
“The hospitality industry is the backbone of the tourism experience. As Malaysia positions itself as a premier global travel destination, accommodation providers must deliver consistent, comfortable and competitive experiences that meet global standards,” he said.
Dr. Yusman echoed Tourism Malaysia’s data, noting that the country welcomed nearly 38 million international tourists in 2024, generating RM106.7 billion in tourism revenue. Under VM2026, Malaysia is modestly targeting 35.6 million visitors and RM147.1 billion in tourism receipts. These estimates could exceed the targets, but this significant leap will place added pressure on hotels and tourism operators to scale both capacity and service quality.
As expectations rise alongside visitor numbers, the ability of hospitality players to embrace digital transformation, from connectivity and automation to guest experience solutions, will be critical in ensuring Malaysia delivers on its VM2026 ambitions.
Digital Expectations Redefining Hospitality
Dr Yusman noted that today’s travellers expect seamless connectivity, reliable high-speed internet, personalised digital services and premium in-room entertainment as basic essentials rather than value-added extras.
“We are living in an era defined by digital lifestyles. From online booking and seamless check-in to in-room entertainment and post-stay engagement, technology now shapes every touchpoint of the guest journey,” he said.
Unifi Business is empowering the hospitality sector through a strategic portfolio built on three pillars: comprehensive digital solutions, expert technical support, and strong ecosystem partnerships. Its offerings include high-speed fibre broadband up to 2 Gbps, 5G mobile connectivity, IPTV via Unifi TV with premium content, cloud-enabled services, cybersecurity solutions, and digital marketing support, designed to help hotels and small-to-medium tourism operators elevate operational efficiency and guest satisfaction.
A key offering is HOTES (Hospitality Entertainment Solution), delivers more than 50 premium HD channels, spanning international news, live sports, blockbuster movies, kids’ programming, and regional content. Coupled with reliable fibre connectivity and 24-hour professional support with a four-hour service level agreement, HOTES ensures hotels consistently provide world-class, engaging, and personalised guest experiences.
“Unlike satellite TV, IPTV over fibre is not affected by weather conditions. This ensures uninterrupted entertainment, which is especially important for guest comfort,” Dr Yusman said.
Industry Validation From Hotel Operators
Abu Bakar Mohd Ibrahim, Assistant General Manager, Wyndham Grand Bangsar Kuala Lumpur, said premium in-room entertainment and stable digital infrastructure play a crucial role in creating a “home away from home” environment for guests.
“After long journeys, guests want comfort, entertainment and reliable connectivity. High quality in-room digital services enhance satisfaction, build trust in the brand and encourage repeat stays,” he said.
He added that Unifi Business’ enterprise-grade connectivity and professional technical support help Wyndham maintain consistent service quality across its properties, allowing staff to focus on guest engagement rather than manual processes.
Meanwhile, Mondi Mecja, Country General Manager, Ascott Malaysia, said digital comfort has become one of the most influential touchpoints in modern hospitality, particularly for families, long-stay guests and business travellers.
“Premium in-room entertainment and high-speed connectivity translate into higher guest satisfaction scores, longer average stays and stronger repeat bookings. Digital comfort now directly influences booking decisions and online reviews,” she said.
Ascott Malaysia has been working with Unifi Business to strengthen its digital infrastructure, including stable bandwidth for smart rooms, cloud systems, cybersecurity and MICE events.
Preparing For The VM2026 Surge
With VM2026 approaching, hotel operators are accelerating digital upgrades to manage higher guest volumes without compromising service quality. These include bandwidth enhancements, contactless services, AI-driven guest preference systems and cloud-based operational platforms.
Dr Yusman said Unifi Business is also supporting operators through IMPAK BIZ, a digital readiness assessment tool that helps businesses evaluate their maturity across customer interaction, operations, data and AI usage, cybersecurity and digital strategy.
“Once businesses understand where they stand, we can recommend targeted solutions to help them level up. Digital transformation is not just about technology. It is about improving customer experience, operational excellence and innovation speed,” he said.
More importantly, Unifi Business’ solutions are not limited to large hotels. Smaller operators and homestays can also access scaled packages suited to their needs, enabling them to tap into online marketing, booking platforms and reliable connectivity.
Technology Enhancing, Not Replacing, Hospitality
Despite rapid digitalisation, industry leaders stressed that technology is meant to enhance, not replace, the human touch that defines hospitality.
“The future of hospitality is technology-enhanced, human-led,” Mondi said. “Smart rooms, AI-powered personalisation and seamless digital journeys will elevate comfort and convenience, while warm service remains at the core.”
As Malaysia gears up for an influx of visitors in 2026, Unifi Business believes that digitally equipped hospitality players will be best positioned to capture growth opportunities, deliver memorable guest experiences and strengthen Malaysia’s standing as a world-class travel destination.
“We aspire to be more than a service provider—we aim to be the trusted digital partner of choice for the hospitality industry, driving their transformation, enhancing operational excellence, and contributing meaningfully to Malaysia’s tourism growth,” Dr Yusman said.
