• The integration of the endangered Malayan Sun Bear into Malaysia’s national ecotourism strategy.
• The introduction of Wira and Manja as the official animated mascots to promote the Visit Malaysia 2026 campaign.
• The specific locations across Malaysia where visitors can safely observe the sun bears in protected environments.
• The campaign’s broader goals of promoting sustainable tourism and raising awareness for wildlife conservation

The Malaysian government is emphasizing the protection and promotion of Malayan Sun Bear habitats as a central component of its Visit Malaysia 2026 campaign. This strategic initiative is designed to highlight the country’s extensive biodiversity while simultaneously drawing attention to vital wildlife conservation efforts. As part of this promotional push, authorities have introduced Wira and Manja, the official mascots of the campaign, which are directly inspired by the Malayan Sun Bear.

The Malayan Sun Bear is currently classified as an endangered species, and its selection as the official campaign icon represents Malaysia’s ongoing commitment to preserving its unique natural heritage. The mascots, Wira and Manja, have been designed in an approachable and friendly animated style. This creative choice is intended to appeal to a broad demographic of visitors, ranging from young children to older adults, by evoking a sense of warmth and approachability. Furthermore, this design strategy is meant to reinforce Malaysia’s international reputation as a welcoming, vibrant, and highly inclusive destination for global tourists.

To facilitate direct engagement with this initiative, the campaign encourages travelers to explore the actual natural habitats of the Malayan Sun Bear and interact with the campaign’s themes at various key locations throughout the nation. Visitors have the opportunity to observe these animals in protected environments at numerous wildlife centers and zoological parks. Prominent locations include the Bornean Sun Bear Conservation Centre in Sandakan, Sabah, as well as the Lok Kawi Wildlife Park and the Matang Wildlife Centre in Sarawak. Additional viewing sites are spread across different states, such as Zoo Taiping and Night Safari and the Lost World of Tambun in Perak, Zoo Negara Malaysia and 99 Wonderland Park in Kuala Lumpur, and the Sunway Lagoon Wildlife Park in Selangor. Other participating venues include Zoo Melaka, A’ Famosa Safari Wonderland, Johor Zoo, and the Kemaman Zoo and Recreation Park.

Through the Visit Malaysia 2026 campaign, Malaysia is actively inviting international and domestic travelers to experience its distinct wildlife offerings. The initiative not only promotes nature-based tourism but also encourages visitors to actively support local conservation efforts. By aligning with the broader themes of the campaign, this focus on the Malayan Sun Bear positions the country as a sustainable and culturally rich destination where tourists can enjoy memorable experiences while celebrating the nation’s natural legacy.