Malaysia’s newly appointed Minister of Tourism and Culture, Dato’ Seri Mohamed Nazri Abdul Aziz, revealed plans for the Visit Malaysia Year 2014 campaign in New York on Monday, Oct. 14.

The Minister announced details of events taking place in Malaysia throughout 2014, and discussed the wide impact which Visit Malaysia Year 2014 is expected to have on Malaysia’s tourism industry and economy.

Visit Malaysia Year 2014 is a global campaign that will be heavily promoted in key markets including the U.S. The campaign aims to attract 28 million tourists to the country next year, with a target of 248,500 American tourists.

Among the efforts are a more user-friendly website and Facebook page for Tourism Malaysia USA. The new website features a dedicated landing page for Truly Asia TV, a travel and lifestyle channel on all things Malaysia.

The Minister also explained that Visit Malaysia Year 2014 will be based on four experiential themes which highlight the diverse attractions in Malaysia. These themes are: Heritage & Culture, Adventure & Nature, Wellness & Spa, and Island & Beaches.