KUALA LUMPUR, 20 February 2026 – Malaysia is placing the Malayan Sun Bear at the heart of its Visit Malaysia 2026 (VM2026) campaign, positioning the endangered species as both a conservation symbol and a flagship attraction for nature-based tourism.
Through the introduction of animated mascots Wira and Manja, inspired by the Malayan Sun Bear, the campaign blends wildlife conservation with family-friendly engagement, reinforcing Malaysia’s image as a vibrant, welcoming and biodiversity-rich destination.
A National Icon for Conservation and Tourism
The Malayan Sun Bear, the smallest bear species in the world and native to Southeast Asia’s tropical rainforests, has been selected as the official icon of VM2026 to represent Malaysia’s commitment to environmental stewardship and sustainable tourism.
Wira and Manja are designed in a cheerful and approachable animated form to resonate with visitors of all ages. Beyond their symbolic value, the mascots serve as ambassadors for conservation awareness, encouraging travellers to explore Malaysia’s wildlife responsibly and support habitat protection initiatives.
The campaign reflects Malaysia’s broader push to position ecotourism as a core pillar of its tourism strategy, aligning with global demand for authentic, nature-driven travel experiences.
Where to Explore the Malayan Sun Bear in Malaysia
Travellers can discover the natural habitat and conservation efforts surrounding the Malayan Sun Bear across key destinations nationwide, including:
- Bornean Sun Bear Conservation Centre (BSBCC), Sandakan, Sabah
- Lok Kawi Wildlife Park, Sabah
- Matang Wildlife Centre, Sarawak
- Zoo Taiping and Night Safari, Perak
- Lost World of Tambun, Perak
- Zoo Negara Malaysia, Kuala Lumpur
- 99 Wonderland Park, Kuala Lumpur
- Sunway Lagoon Wildlife Park, Selangor
- Zoo Melaka, Melaka
- A’ Famosa Safari Wonderland, Melaka
- Zoo Johor, Johor Bahru
- Kemaman Zoo and Recreation Park, Terengganu
These destinations provide safe, regulated environments where visitors can observe the species while learning about conservation efforts and Malaysia’s broader biodiversity landscape.
Aligning With Sustainable Tourism Goals
The VM2026 campaign underscores Malaysia’s vision of becoming a sustainable and culturally vibrant tourism hub. By spotlighting the Malayan Sun Bear, Tourism Malaysia aims to:
- Promote biodiversity conservation awareness
- Encourage responsible wildlife tourism
- Strengthen Malaysia’s ecotourism credentials
- Support local communities through nature-based travel
The initiative also integrates educational messaging, ensuring that wildlife encounters are conducted ethically and in protected settings.
Nature, Culture and Experience in One Journey
Malaysia’s rainforests, national parks and wildlife sanctuaries are among the oldest in the world, forming a cornerstone of the nation’s tourism appeal. By weaving conservation storytelling into mainstream tourism promotion, VM2026 highlights not only Malaysia’s natural heritage but also its cultural diversity and warm hospitality.
As travellers increasingly seek immersive and meaningful experiences, Malaysia is inviting the world to discover the inspiration behind Wira and Manja, and to embark on journeys that celebrate wildlife, sustainability and cultural richness.
For more information on Visit Malaysia 2026 and Malaysia’s tourism offerings, visitors can access the official Tourism Malaysia website at www.tourism.gov.my.
