GEORGE TOWN: The Mesra Malaysia 2.0 programme for frontline tourism industry employees will be activated to boost Visit Malaysia 2026 (VM2026).
The Malaysia Tourism Promotion Board (Tourism Malaysia) will collaborate with the Tourism, Arts, and Culture Ministry to implement the programme, which is aimed at boosting service excellence, focusing on Malaysian culture, tourism knowledge, and hospitality skills.
Tourism Malaysia deputy chairman Datuk Yeoh Soon Hin said Mesra Malaysia is a series of comprehensive training modules designed to position Malaysia as a welcoming, world-class tourism destination.
Yeoh said that in a recent Tourism Malaysia meeting in Putrajaya, its board unanimously agreed to work with the ministry in inviting relevant government agencies such as Immigration, Customs, the police, NGOs and industry players to take part in Mesra Malaysia 2.0 workshops.
"Our investments in airports, rail links and accommodation are visible across the nation.
"Infrastructure opens the door; it is our people, their warmth, professionalism, and cultural knowledge that provide a first impression to visitors and turn first-timers into repeat guests," he said in a statement on Tuesday (Dec 16).
Yeoh pointed that the course is promoted by the ministry as a core programme for frontline tourism personnel and a prerequisite for tour guide licensing, with implementation guidelines and course standards published to guide delivery and certification.
"Industry workshops and training initiatives under Mesra Malaysia will be delivered, not just proposed as a plan," he added.
He said Tourism Malaysia has set an ambitious target of 47 million international arrivals for VM2026, and the national strategic roadmap aligns promotional, infrastructure and human‑capital measures to reach that goal.
The Malaysia Budget and Business Hotel Association (MyBHA) and the Malaysian Association of Hotels (MAH) have affirmed their support for sector‑wide service upgrades and are actively rolling out Mesra Malaysia modules among member properties to raise guest experience standards, he added.
"The Tourism Ministry has made Mesra Malaysia certification a key component of tour guide licensing and frontline training, with thousands of licensed guides and trainees participating in readiness cohorts organised by recognised training," he said.
He added that state governments are also encouraged to integrate the Mesra Malaysia syllabus and national promotional efforts into their state tourism promotional campaigns to ensure a consistent welcome from arrival to regional experiences, as reflected in the launch statements and coordination meetings with federal agencies.
He said major airport operators and transport authorities are upgrading terminals and expanding rail services to improve passenger flow and intercity connectivity ahead of VM2026, supporting a seamless visitor journey from arrival to destination.
"Mesra Malaysia training is pivotal for Malaysia’s tourism sector as it standardises excellent, friendly customer service, boosts tourism standards, educates frontlines on the national tourism mission, and aligns the workforce with the 'Friendly Malaysia' concept.
"It is mandatory for guides and beneficial for all tourism-related staff to enhance visitor experience and promote national charm.
"The programme is a public commitment to consistent, courteous and culturally informed service, and with broad adoption across industry and states, VM2026 will be measured not only by arrivals but by the quality of the welcome we give to every visitor," he said.
