Chasing tourism dollars despite the sensitivities

IT’S akin to tying two hands behind your back and playing football (a rather apt analogy considering the scandal that has engulfed Malaysian football recently).

But we are not talking about football here, this reference is to Tourism Malaysia and the succession of controversies that has plagued the agency.

But first some context. Up to July this year, we welcomed 24.5 million international visitors, a 16.8% increase compared to the same period last year.

In 2024, Malaysia recorded 38 million tourist arrivals, a record for us and representing a 31% increase from 2023. Now, here’s the kicker – Malaysia’s tourism industry generated RM291.1bil in 2024, contributing 15.1% to the national economy, according to the Statistics Department.

And at the current rate of arrivals, it is highly likely that we will surpass 2024 numbers, hitting the RM300bil mark this year.

These achievements demonstrate the strong global confidence in Malaysia, positioning the nation strongly as we head into Visit Malaysia 2026 (VM2026).

With the strong post-Covid showing over the last few years, the Tourism, Arts and Culture Ministry has now projected a target of welcoming 47 million visitors for VM2026.

This is a vast number and will make us the most visited country in Asia (Japan has the same projected number).

Back to Tourism Malaysia, these numbers did not happen overnight. Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing was appointed in December 2022 and shortly after that appointed Datuk Manoharan Periasamy as his director-general.

It is no coincidence that both these appointments have coincided with the record tourist arrivals in the last three years.

Of course there are multiple factors for this increase. The strengthening of air connectivity, simplification of visa access and in the case of China and India, initiating visa-free access, and an enhanced digital readiness.

Geo-politics has also played a part. Thailand shot itself in the foot by not cracking down earlier on the abductions of Chinese nationals in the country who were then sent to work in scam centres at the Myanmar-Thai border. This resulted in Chinese tourists cancelling their travel to Thailand and choosing Malaysia instead.

But we should also give credit where it’s due. The Tiong and Manoharan double act has galvanised Tourism Malaysia into one of the most effective government agencies.

Both of them have worked tirelessly behind the scenes, meeting with industry stakeholders, other relevant government departments as well as corporates with VM2026 in mind.

It was this meeting with industry stakeholders that has caused selective outrage in certain quarters. Yes, alcohol was served, and yes it was a private event supported by the ministry.

Following the uproar, the minister expressed deep regret, acknowledging the fact that the government maintains a firm policy against serving alcohol at official functions, without exception.

I believe that constructive criticism is justified and the minister and the ministry as a whole should have been more proactive in responding to this criticism rather than take a defensive stance.

But fresh on the heels of this kerfuffle, Tourism Malaysia had gotten itself embroiled in two other social media spats.

First, the agency was accused of showing disrespect when photos emerged of an event with Starbucks appearing to indicate a collaboration with the international coffee chain.

Once again the agency was slow to counter this accusation. It was not a collaboration. Starbucks was promoting VM2026 by utilising the tourism mascots on its products and the agency’s leadership was invited to witness this. The same initiative has been emulated by Momoyo, Chagee, Tealive, Touch ‘n Go and very soon, even Pos Malaysia.

And finally, the supposed endorsement of Halloween also set tongues wagging. Why a “Western” celebration that does not portray Asian values? And more importantly, why promote Halloween and not Deepavali?

Firstly, it was not a promotion of Halloween per se but the agency’s social media post on the launch of Nights of Fright 11 at Sunway Lagoon, an annual event that attracts hordes of locals and tourists. And secondly, I have been informed that Deepavali, which is on Oct 20, will be prominently featured from next week.

These missteps indicate that the ministry has to be more aware of local sensitivities. But this should not detract from the fact that our country is chasing tourism dollars and that is ultimately our focus – welcoming 47 million visitors next year which will have a huge economic multiplier effect here.

But we cannot afford roadblocks or obstacles thrown in the way of this objective. Look at Thailand, they have been set back months or even years because of negative coverage on Chinese social media.

Why have we become overly sensitive and intolerant? Issues like these seem to have been blown up and used for political capital.

The momentum has shifted to us. Tourists are drawn to our stable economy, our relatively safe environment, cheap and tasty food, our multi-racial and multicultural population.

They are coming in droves to our shores bringing with them millions of tourist dollars.

But in a borderless world, all it takes is a spark on social media to halt and shift this momentum.

Let’s focus on the big picture. We need to pull together, support and not sabotage Tourism Malaysia’s efforts.