KUALA LUMPUR: Some public and private sector employees need a change of attitude if Visit Malaysia 2026 (VM2026) is to succeed, says Datuk Seri Tiong King Sing.
The Tourism, Arts and Culture Minister said he has received numerous complaints from both foreign and domestic tourists about the rudeness they faced when making enquiries.
"Some officers think they have a lot of power. But when people don’t understand certain issues, we must explain.
"But these officers tried to show their power... (some even said) 'Do you know who I am?'
"Let’s look at this issue seriously," he said when launching the Mesra Malaysia campaign in KL Sentral on Wednesday (Feb 11).
Aside from foreign tourists, Tiong also said even Malaysians from rural areas were looked down upon by some government officers and retail outlet employees.
"When they asked questions, they were not answered nicely," he said, adding that he will speak to shopping mall managements about this after Chinese New Year.
"I don’t want issues during VM2026. I want this to be a success," he stressed.
Tiong said all Malaysians have a role to play in preserving the country's image, and need to be courteous when responding to visitors both foreign and domestic.
"Don’t let people think that this is not a friendly country.
"I don’t want tourists to tell me that when they buy something, it's as though they have owed the retail staff money for 10 years.
"The same goes for hop-on-hop-off bus services. Some passengers said they were scolded and told to just walk if they didn't understand (how the service works)," he said.
Apart from the Mesra Malaysia launch, Strategic Partner plaques were presented to government agencies and key industry players in recognition of their support and commitment to advancing the country’s hospitality agenda.
Mesra Malaysia focuses on practical service delivery among frontline workers, including those in the transport, hospitality, aviation and tourism sectors.
The Tourism, Arts and Culture Ministry said in a statement accompanying the launch that Malaysia’s strengths go beyond its multicultural diversity, food heritage, rich arts and traditions, natural attractions and accessible transport connectivity.
"What is most significant is the Malaysian people, known for being friendly, courteous and always ready to help," it said.
It added that these values form part of the national identity and are being reinforced through the campaign so that visitors leave with positive and meaningful experiences.
The event also saw the presentation of Mesra Malaysia pins to representatives from various sectors as a symbol of their commitment to practising friendly service on the ground.
Malaysia recorded 42.2 million visitor arrivals last year, providing a strong basis to hit the 47 million target under VM2026.
