‘Maximise social media in promoting niche tourism’

PETALING JAYA: Malaysia sees potential in the special interest tourism market and plans to enhance cultural tourism through local niche markets, say industry players.

Malaysian Inbound Tourism Association president Mint Leong said that niche tourism markets like coffee trails, houseboats and motorhome tours were ideal for development in Malaysia.

“Tourism Malaysia can assist operators in promoting these markets, which will benefit local tourism for both domestic and international visitors, allowing them to appreciate and discover Malaysia’s diversity,” she said when contacted.

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She said with the increasing number of flights to Malaysia and the trend of independent travel, niche markets represented a growing sector.

Coffee trails offer two experiences: visiting coffee plantations to understand cultivation, and product tasting and in-depth interactions with coffee baristas favoured by coffee enthusiasts.

“Places like Penang and Kluang have the potential to promote coffee trail tourism, often in locations that are not typical tourist spots, hence appealing to niche tourists,” she said.

Leong also mentioned that another area operators hoped to promote was motorhome tourism, similar to tourist caravans, catering to those who enjoy self-drive tours.

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However, issues such as providing caravan parks, charging facilities and safe rest areas must be addressed.

Additionally, she also noted that dark tourism had developed over the past few years, appealing to a niche audience interested in adventures such as experiencing overnight stays in the graveyards and exploring haunted houses.

She said that the development of astrotourism required stargazing equipment and facilities.

Regions such as Kuala Kubu Baru in Selangor, Jerai in Kedah, and several areas in Pahang and Johor are suitable for the development of astrotourism.

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However, this niche type of travel is generally participated in mainly by enthusiasts.

“Our country’s tourism operators can organise such tourism products because tourists will still spend money and require accommodations,” she added.

MATTA president Nigel Wong said that MATTA was willing to help showcase and promote these new products across its platforms, especially on its many inbound missions worldwide.

“The key is to ensure these experiences reach as wide an audience as possible through promotional roadshows and the media. “Tourism Malaysia should consider assisting local operators in marketing these attractions as well as boosting reach and views on social media platforms like Facebook, Instagram and TikTok, especially for inbound markets,” he added.

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Wong also said that it was encouraging to see Tourism Malaysia’s fresh perspective, with MATTA ready to promote Malaysia’s diverse attractions.

“Many MATTA members are already designing creative new tourism experiences in line with Tourism Malaysia’s plans and they would welcome the opportunity to collaborate further,” he added.