Venture into experiential tourism, industry players urged


  • Nation
  • Monday, 24 Feb 2020

KUALA LUMPUR: Players in the tourism industry have been urged to venture into experiential tourism as it is able to pull in more travellers and generate long-term revenue for the country.

Tourism Malaysia director-general Datuk Musa Yusof said many were still unaware of this form of tourism, which is now in high demand, especially for Malaysia which is home to diverse flora and fauna.

As such, he said, industry players should strive to develop attractive experiential tourism-related products to lure more visitors.

“Experiential tourism focuses on tourists’ desires. There are tourists who are willing to spend more to immerse themselves in nature and get a closer look at diverse creatures.

“These nature lovers are willing to pay extra for what they consider as conservation fund to ensure the country will continue to maintain environmental sustainability, ” he said in an exclusive interview recently.

Experiential tourism is a form of travel that focuses on experiencing a country, city or particular place by engaging with its history, local community, culture, food and environment.

Musa said that although other major forms of tourism such as visiting places of interest were still important, the industry players must take the opportunity to keep up with changing tastes.

Musa said that in terms of promoting experiential tourism, it could be done through word-of-mouth testimonials that were more cost-effective.

“As they experience a country, tourists will share their experience with others in their home countries and perhaps with the international community as well.

“There are also some who will share their experiences via social media such as Instagram or Twitter, which directly promote the products more widely, ” he added.

He also said that among the best ways to experience “authentic” Malaysian life was by participating in homestay programmes and staying with host families in villages.

He said that through the programmes, tourists were given the opportunity to experience the lifestyle of that community, as well as participate in selected daily activities such as padi planting, watching wayang kulit performances, drawing and printing batik.

Musa added that the racial and cultural diversity in Malaysia had also become a major tourist attraction.

“What tourists want is to experience unforgettable travel memories in Malaysia, rather than just visiting places of interest, ” he noted.

Musa said he was optimistic that experiential tourism in Malaysia would be in high demand, enlivening the Visit Malaysia 2020 campaign. — Bernama

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