THE tourism industry , one of the most dynamic sectors of the global economy , has faced unprecedented challenges due to the Covid-19 pandemic . Malaysia , known for its rich cultural heritage , diverse landscapes , and vibrant tourism activities , was not spared . However , as the world gradually recovers , Malaysia ’ s Ministry of Tourism , Arts , and Culture ( MOTAC ) is spearheading efforts to revive and transform the tourism sector . “ What I have in mind for MOTAC at the moment is a revival . When I was promoted , I felt that there had to be a revival for MOTAC ,” said Dr Yasmeen Yasim , the Deputy Secretary-General ( Tourism ) at MOTAC .
She elaborated that revival did not only mean changing the way of doing business but also revisiting existing policies and regulatory instruments , as well as considering technological disruptions . Her vision for MOTAC was for the organisation to be agile and adaptable to any future changes .
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MALAYSIA TOURISM PERFORMANCE HIGHLIGHTS ( JANUARY-JUNE 2024 )
▶ 11.8 million foreign tourists
visited Malaysia ( Jan-Jun 2024 )
• + 28.9 % increase compared to
9.2 million in the same period of
2023
• 88.4 % recovery rate compared
to pre-pandemic 2019 levels
▶ RM45.4 billion in foreign
tourist expenditure
• + 50.8 % increase compared to
the same period in 2023
• 91 % recovery rate compared to
pre-pandemic 2019 levels
WISH FOR ISLAMIC TOURISM CENTRE
“ Congratulations to the Islamic Tourism Centre ( ITC ) on your 15th anniversary . My hope for ITC is that you will move forward more efficiently and effectively to ensure that we can achieve our objectives in setting up ITC and also in making Muslimfriendly tourism a key focus of Malaysia ’ s tourism agenda .”
– Dr Yasmeen Yasim
SUSTAINABLE AND HIGH YIELD TOURISM
With the pandemic highlighting the need for adaptability and resilience , Dr Yasmeen emphasised MOTAC ’ s strategic shift towards sustainable and high-yield tourism , focusing on increasing tourism receipts rather than merely counting tourist arrivals .
This shift , however , is not prejudicial against the lower-income tourists but rather a necessary response to the lessons learned from the pandemic . She explained that it involves respecting nature and considering the carrying capacity of tourism destinations , leading to more unique , tailor-made , and immersive experiences .
“ Our mission then was to achieve recovery for the industry . The industry is now on the road to recovery , with UN Tourism predicting that full recovery will be completed by the end of this year . By the looks of things , Malaysia is on the right track .
“ We have our National Tourism Policy 2020-2030 . Despite Covid-19 and the fact that the policy was formulated and implemented just prior to the pandemic , it remained relevant
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during and after Covid-19 .”
VISIT MALAYSIA 2026
Dr Yasmeen noted that Malaysia ’ s tourism performance was expected to continue improving , particularly with the upcoming Visit Malaysia ( VM ) 2026 .
“ We ’ re implementing VM 2026 to give a boost to our industry — it ’ s like a recovery effort , a sort of vitamin injection to ensure full recovery . We predict and forecast that recovery will continue , and we can achieve
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Dr Yasmeen Yasim
Scan Me
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MUSLIM-FRIENDLY TOURISM
“ Muslim-friendly tourism will significantly impact the tourism numbers coming in . This is one of Malaysia ’ s strengths , and we have received several awards for Muslim-friendly tourism over the years . Malaysia is at the forefront of this initiative , and there are numerous opportunities that we can achieve through it .”
She clarified that while the term “ Muslimfriendly ” might be sensitive to some , it should not be seen as excluding non-Muslim tourists . Instead , it represents a set of universal values — such as cleanliness , food safety , and security — that benefit all travellers . She noted that this approach helps create a welcoming environment for all tourists , including those who might benefit from specific segments like solo female travellers .
Regarding Malaysia ’ s position in the competitive landscape , Dr Yasmeen acknowledged several strong competitors , including Indonesia and Thailand . She also noted that some countries outside the region are increasingly focusing on Muslim-friendly tourism .
Dr Yasmeen stressed the importance of understanding the strengths and weaknesses of these competitors and adapting Malaysia ’ s strategies accordingly .
“ You have to get to know your competitors before you can know how to beat them . Malaysia needs to work quickly to analyse and address the gaps in our offerings to maintain our competitive edge .”
UNITY AND STRATEGIC THINKING
Dr Yasmeen emphasised the need for the tourism industry to undergo a significant shift in mindset .
“ The industry needs to be more united and cohesive in moving forward and ensuring that the agenda is aligned with the government ’ s focus . There should be more unity within the industry ; it should avoid being individualistic and think more progressively .
“ I understand that this might be a sensitive issue , but our industry needs to adapt . Policymakers also need to change their thinking ; we must be very progressive in our approach , not just in tourism but across all sectors .” – RnR
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