Towering beauty: Tourists taking photos of the Merdeka 118 tower at Petaling Street. — AZHAR MAHFOF/The Star
PETALING JAYA: From beaches to rainforests, captivating urban developments, vibrant cultures and great food, Malaysia has everything going for it as it prepares to welcome tourists ahead of Visit Malaysia 2026 (VM2026).
With less than six months to go, tourism industry players are geared up for an influx of tourists.
However, many warn of unscrupulous folk posing as legitimate service providers, aiming to deceive and profit from tourists.
They say this can stunt VM2026 promotional efforts, adding that one bad incident can make things go south.
Malaysian Association of Tour and Travel Agents (MATTA) president Nigel Wong said there must be no delay in weeding out illegal tourism service providers.
“We need increased enforcement by the necessary ministries and agencies now, not later.
“This needs to be eradicated even before 2026 comes around,” he said.
On tourism products, Wong said MATTA has been working with agencies like Tourism Malaysia to target different markets leading into VM2026.
This includes tourists from Europe, within Asean, and those from China, Taiwan and the Asia-Pacific region.
“We are also focusing on sustainable tourism and promoting cultural experiences across different ethnic groups within city centres,” said Wong.
He urged for improved land connectivity to help tourists explore more of what Malaysia had to offer.
Malaysia Airports, on its website, is also warning holidaymakers of travel scams targeting tourists.
These scams occur when travellers purchase tour packages, which are usually cheaper than what is offered in the market, from travel agents or agencies.
After purchasing the packages, travellers would find themselves stranded at the airport with their details not found in the airlines’ ticketing system.
The public is advised to check with the Tourism, Arts and Culture Ministry website to verify the legitimacy of a travel agent or agency.
Malaysian Tourism Federation president Datuk Tan Kok Liang expressed concerns over scams, unlicensed operators and inconsistent service standards.
“Malaysia’s reputation is on the line and strict enforcement is needed,” he said.
He said the organisation was working closely with travel partners to curate thematic packages, focusing on culture, eco-tourism and experiential travel, especially across lesser-known gems in Malaysia.
Agrotourism, he said, held significant untapped potential nationwide, citing Perlis and Tawau in Sabah as examples.
“Perlis offers a unique countryside experience, including visits to mango farms, with the state renowned for the Harumanis mango.
“Tawau, meanwhile, is home to one of the best cocoa plantations.
“These destinations exemplify the kind of hidden gems that can be spotlighted, helping to diversify tourism offerings and boost rural economies,” Tan said.
Malaysia Budget & Business Hotel Association president Sri Ganesh Michiel said all forms of unlicensed tourism services and products should be nipped in the bud to enhance tourists’ experience of Malaysia.
“Allowing short-term rental accommodations to continue operations into VM2026 efforts would see the hard work of tourism players and the government being ripped by unlicensed service providers,” he said.
“Legal businesses are the ones paying taxes and will not stand to benefit much from the campaign if this issue is left unchecked.”
He described VM2026 as an opportunity to reintroduce Malaysia as a premier, safe and sustainable tourist destination.
“However, one bad experience from a tourist using such an unlicensed service could jeopardise the whole campaign,” he said.
Sri Ganesh said unlicensed entities operating outside of any legal framework, and not subject to safety inspections were of concern as this undermines licensed operators who follow local laws.
