DEPUTY Tourism, Arts and Culture Minister Khairul Firdaus Akbar Khan recently gave a reply at the Dewan Rakyat that issues related to hygiene, safety, and the lack of interesting new products are among the major challenges in promoting Visit Malaysia Year 2026 (VMY2026).

However, he remained optimistic that these issues can be resolved to achieve the target of 35.6 million tourist arrivals for VMY2026 and earn RM147 bil in revenue through high-income and sustainable tourism.

He disclosed that the Tourism, Arts and Culture Ministry (MOTAC) had held a series of discussions with various ministries, state governments, local authorities, and tourism NGOs to ensure optimal impact across the entire supply chain.

He also highlighted efforts to improve tourism connectivity through strategic collaborations with airline companies like Malaysia Airlines, AirAsia, and Batik Air to promote chartered flights to key tourist destinations.

Meanwhile, MOTAC is actively conducting online marketing through platforms such as Facebook, TikTok, and YouTube to boost Malaysia’s visibility among tourists and will also collaborate with renowned influencers to promote tourism destinations.

All of the above is nothing new and are just standard replies. But if we continue to dish out more of the same, tourist arrivals will average 25.8 million from 2024 to 2026 – the same as in the decade from 2010 to 2019.

If so, this will be far below the targeted tourist arrivals of 27.3 million in 2024, 31.4 million in 2025, and 35.6 million in 2026, or averaging 31.4 million a year. Until August this year, tourist arrivals were 16.45 million, or an average of 2.05 million a month.

If this pace were to continue for the rest of the year and into 2025, annual arrivals would average 25.8 million and will not be able to shoot up by 9.8 million to 35.6 million in 2026. Despite all the efforts put in, we remain largely clueless about how to scale up tourist arrivals.

Take for example the three main challenges identified by MOTAC i.e., hygiene, safety, and the lack of interesting new products. Mentioning high-income and sustainable tourism sounded cliche and premature until we have too many tourists but not correspondingly high revenue.

Sadly, some places in the country are littered with rubbish or turned into garbage dumps and must be dealt with effectively by the local authorities. Such irresponsible behaviours will stop once these eyesores are cordoned off to visitors so that the locals no longer remain oblivious.

This is easier to deal with in the city or town. Just close down the shopping mall or the shophouse restaurant temporarily if their toilets are found to be dirty more than once within the same month. And publicising such suspensions would serve as timely reminders to other operators.

When it comes to safety, thankfully Malaysia is a relatively safe country for both residents and visitors except for road accidents. Although the number of tourists killed in road accidents is low, the resulting publicities have put Malaysia in a bad light leading to tour cancellations.

Most tour bus crashes occur on long-distance trips such as drivers falling into microsleep along a monotonous stretch of straight expressways or descending steep winding mountainous roads when drivers or brakes are down with fatigue, and could lead to brake failure.

But over 90% of tour bus trips are for airport transfers and city sightseeing and accidents are limited to minor collisions and passengers are not seriously injured, if any. The greater danger is walking along city streets, especially behind parked cars that may suddenly reverse.

The greater challenge is for MOTAC to get rid of the idea that interesting new products are lacking to promote VMY 2026.

To begin with, are new products crucial? If so, many countries must have lined up new products every year and we can copy and adapt them for our use.

We do not have to look far. Take for example Thailand, which is expecting 36.7 million tourist arrivals this year and a record number next year, exceeding the 40 million in 2019. Why are Malaysians visiting Thailand in record numbers?

Are interesting new products needed to draw foreign tourists to Thailand? The answer is no as most are repeat visitors and they are back for more of the same, and that is to enjoy the variety of foods, stay at affordable accommodations, and be entertained to the hilt without getting into trouble.

Until we can offer the same, we will not be able to give Thailand a run for the money. We should also not shoot ourselves in the foot by making remarks or taking actions that could deter foreign tourists.

This was often done by ultra-nationalists who condemned other communities and countries and publicised their actions to gain popularity and power among political supporters but have also succeeded in driving away foreign tourists and investors.

They may see the influx of tourists from China mainly benefitted one community without realising the ripple effect across our economy.

Increasing tourist arrivals is no rocket science. We have more than enough good tourism products and interesting destinations that even Malaysians could not visit all in their lifetime, much less foreigners who have been here once or twice.

What is crucial is to make foreigners feel welcome before and upon arrival, and facilitate their stay instead of letting them fend for themselves, as most are independent travellers and have booked their flights and accommodations on their own.

Ensure they have a good time here and they will be back for more and could also bring along family members, relatives, friends, or coworkers for the next trip. Photos and videos sent by tourists in Malaysia are far more effective than what influencers or advertisers can do. – Dec 4, 2024

YS Chan is master trainer for Mesra Malaysia and Travel and Tours Enhancement Course and an Asean Tourism Master Trainer. He is also a tourism and transport business consultant. 

https://focusmalaysia.my/tourist-arrivals-likely-to-average-25-8-million-a-year-but-will-this-suffice/