KUALA LUMPUR: The media can play an influential role in promoting travel destinations to boost domestic tourism, says Tourism Malaysia director-general Manoharan Periasamy.

In an effort to draw attention to lesser-known gems, Manoharan called on media organisations to utilise their reach effectively to showcase Malaysia’s abundant and varied tourist spots.

“As we look at promoting domestic tourism, the media’s reach and influence are much larger than ours. We want to work together with you to shine a light on destinations right here in our country that have so much to offer,” he said during a courtesy visit at Menara Star here yesterday.

Manoharan underscored the critical role of domestic tourism, which, especially during the Covid-19 pandemic, became the backbone of the tourism industry.

“It was domestic tourism that kept our industry afloat during those challenging times,” he said.

He stressed the need to continue supporting this sector to ensure the survival of local businesses and destinations and that they keep thriving.

“There are destinations within the country that you can visit. With a very modest cost, you can avoid being stuck in a border jam for hours,” he added as he encouraged locals to explore the eastern part of Malaysia among other areas.

He also pointed out that while domestic campaigns are vital, some events have the potential to attract regional tourists from neighbouring countries such as Thailand and the Philippines.

Aware of the constraints on resources and workforce, Tourism Malaysia is set on pinpointing key products and industry players to promote through a myriad of channels.

“Our focus is to identify distinctive events and the stakeholders involved and ardently promote them,” he added.

Manoharan believes that partnering with the media is a calculated step towards revitalising the tourism industry and ensuring that domestic travel initiatives have widespread benefits.

Star Media Group (SMG) group chief executive officer Chan Seng Fatt, who had a discussion with Tourism Malaysia, highlighted the synergistic potential this partnership holds in raising the visibility and impact of tourism initiatives.

“With Star Media Group’s diverse platforms, we have a unique opportunity to engage with audiences and bring the rich tapestry of our country’s travel hotspots to life. This engage+ment is a chance to enhance our collaborative efforts and unlock new possibilities to invigorate the tourism sector together,” he said.

Also present to receive the guests from Tourism Malaysia were SMG chief content officer Datin Paduka Esther Ng, managing editor Brian Martin and chief business officer Lydia Wang.

Representing the Tourism, Arts and Culture Ministry were its corporate communications head Siti Syafiah Noryana, Tourism Malaysia advertising and digital director Mohd Amirul Rizal, corporate communications director Mohd Sharir Mohd Ali and human resources director Wizani Rosmin.

https://www.thestar.com.my/news/nation/2024/08/10/media-can-be-tourism-sectors-shining-light