AS Malaysia seeks to draw more international visitors and encourage travellers to venture beyond established tourism hotspots, the people living in these destinations cannot be left out of the equation.
Malaysian Inbound Tourism Association president Mint Leong says tourism planning needs to consider not only the experience of visitors but also that of local communities.
She points to Cameron Highlands, Melaka, and Penang, where residents may perceive weekends as periods to avoid congested areas because of higher visitor numbers.
“We do a lot to manage tourists’ expectations through our image and our hospitality, but maybe we forgot our people.
“We also need to manage our people’s expectations,” she says.
Local communities should be made aware not only of what to expect as tourism develops in their area, but also of how they can benefit economically from visitor arrivals and participate in that development.
Local authorities could establish working groups or tourism associations involving residents and experienced tourism players to identify problems and guide tourism development, Leong suggests.
“If we can let them to come along with us, tourism can develop better,” she says.
This becomes particularly important as travellers begin venturing beyond Malaysia’s established tourism destinations.
Leong points to Perlis, which she says has become more popular, with local initiatives such as activities and festive celebrations helping to attract tourists.
While such efforts can directly benefit residents, emerging destinations also need experienced people on the ground to help plan and manage their development.
There remains a gap between mature tourism destinations and newer ones, where communities may have had less exposure to international visitors.
While some villages may already have the necessary physical infrastructure, Leong says they may still need to develop the services and tourism knowledge required to cater to international visitors.
Residents may also need guidance on how to receive and cater to tourists, specifically international visitors, as tourism develops.
Leong says some destinations may already be very familiar with how to handle domestic tourists, but foreign tourists may have different expectations.
At the same time, locals who experience problems associated with tourism need ways to make those concerns heard.
Leong says clearer responsibility over tourism management could make it easier for residents to raise problems with the appropriate authorities or organisations rather than resorting to social media.
“As players, we only know what the players’ problems are, but we miss out on the feelings of the residents,” she says.
Social media can indeed provide an avenue for residents to highlight problems, but Leong believes it should be used constructively rather than to discourage visitors through jokes that could be misunderstood.
“If you think it’s very congested, do a good comment or video on this,” she says.
Visitors could also be welcomed while being educated about responsible behaviour at a destination.
Universiti Putra Malaysia Sarawak senior lecturer Faizul Nizar Anuar similarly cautions against making inaccurate claims about Malaysia under the guise of humour.
“Spreading false information under the guise of humour undermines the nation’s dignity and damages the credibility of individuals, communities, and the country as a whole,” he says.
For Leong, ensuring residents have a voice and a stake in tourism development could ultimately help destinations grow while addressing the pressures felt by the people who live there.
“We manage the tourists when they come to Malaysia but not our people,” she says.
