KUALA LUMPUR: The success of Visit Malaysia 2026 (VM2026) could be at risk if the rude behaviour of some public and private sector staff continues, warns Datuk Seri Tiong King Sing.
The Tourism, Arts and Culture Minister said the year has only just begun, and yet complaints about ill-mannered staff are already pouring in from tourists.
“When people don’t understand certain issues, we must explain. But some officers tried to show their power and said, ‘Do you know who I am?’ So the people felt that they were set aside.
“Let’s look at this issue seriously,” Tiong said in his speech at the launch of the Mesra Malaysia campaign at KL Sentral yesterday.
Tiong noted that not only foreign tourists, local visitors from rural areas were sometimes looked down upon by government officers and retail staff.
“Some of us look at people from rural areas like rubbish. When they ask a question, we do not answer nicely.”
The minister added that he planned to meet shopping mall operators after Chinese New Year to address the issue.
“After the festive season, I will be calling all shopping mall management to share this message. I don’t want any issues affecting VM2026, I want it to be a success.”
To a press conference later, Tiong said all Malaysians have a role in preserving the country’s image and must be courteous when interacting with tourists.
“Don’t let people think that this is not a friendly country. We must prove them wrong.”
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“I don’t want tourists to tell me that when they are buying things, it was as though they owed money to the retail workers.
“This also applies to hop-on-hop-off bus services.”
He shared accounts of tourists being told, ‘If you don’t understand, then walk,’ after being scolded by transport staff.
Tiong urged tourism frontline workers to adopt the level of courtesy and friendliness seen in Japan, which he said is crucial in shaping visitors’ impressions of Malaysia.
“Look at Japan. When we arrive and ask something, they bow and say ‘thank you’. All of this depends on each individual,” he said.
The event also saw the presentation of Strategic Partner plaques to government agencies and key industry players in recognition of their support for Malaysia’s hospitality agenda.
The Tourism, Arts and Culture Ministry said the Mesra Malaysia campaign focuses on practical service delivery among frontline workers, including those in transport, hospitality, aviation and tourism.
“Malaysia’s strengths go beyond its multicultural diversity, food heritage, rich arts and traditions, natural attractions and accessible transport connectivity.
“The most significant asset remains is that Malaysians are renowned for their warmth and hospitality.”
“These values form part of the national identity and are being reinforced through the campaign so that visitors not only come to travel, but leave with positive and meaningful experiences,” he said.
