NOVEMBER-DECEMBER . 2023 | 07

This represents a remarkable increase of 329.6 per cent in tourist arrivals and a substantial 384.8 per cent rise in tourism revenue compared to the same period in 2022 .

“ The top 10 tourist arrivals from January – June 2023 are from Singapore , Indonesia , Thailand , China , Brunei , India , South Korea , Vietnam , Australia and the Philippines ,” said the Ministry of Tourism , Arts and Culture ( MOTAC ) Secretary-General Dato ’ Roslan Tan Sri Abdul Rahman .

“ This suggests that the low-hanging fruits sustaining Malaysia ’ s post-pandemic tourism growth are regional tourist markets , apart from domestic tourism .

“ Given that the tourism industry is in a recovery phase towards stability , ongoing efforts will be intensified to ensure that this industry develops in a more competitive , resilient , and sustainable manner .”

NATIONAL TOURISM POLICY ( NTP ) 2020-2030

Roslan stated that to regain global competitiveness , MOTAC had developed the National Tourism Policy ( NTP ) 2020-2030 , explaining that the NTP strategically directed the course of Malaysia ’ s tourism industry to position Malaysia among the top 10 global tourism destinations .

This positioning would be based on competitiveness , sustainability , and inclusion , aligned with the United Nations Sustainable Development Goals ( UNSDGS ).

“ NTP has four transformational agendas - further increasing revenues , securing smart international and national partnerships , empowering local communities , and ensuring the industry ’ s sustainability and resilience to future uncertainties .

“ This policy also serves as a guide and basis for planning the development of the tourism industry to optimise its potential as one of the critical economic drivers .

“ As stated by the YAB Prime Minister during the recent Budget 2024 announcement , MOTAC will have the Visit Malaysia campaign in 2026 to keep the recovery momentum going . We need our tourism industry players to be well-prepared for Visit Malaysia 2026 in terms of , among other things , hospitality services , attractive travel products and packages , and tourism infrastructure .

“ By 2026 , this initiative hopes to welcome 26.1 million foreign tourists and generate RM97.6 billion in tourism revenue . Meanwhile , the aim for domestic tourism is 260 million visitors , who will spend RM110 billion ,” shared Roslan .

As announced in the budget , the government will provide RM350 million in 2024 to boost promotion and tourism activities for Malaysia to regain its position as the world ’ s preferred tourist destination . This provision includes :

• organising the 2026 Visit Malaysia Campaign ;

• cooperation with the industry for promotional activities and organise both domestic and international tourism events ;

• assistance to more than 200 cultural

Dato ' Roslan during Islamic Tourism Month 2023 Appreciation High-Tea .

activists to organise cultural and arts activities ;

• charter flight matching grant to improve the accessibility of international flights to Malaysia ; and

• funds to the Islamic Tourism Centre ( ITC ) to develop Muslim-friendly tourism industry in Malaysia . “ MOTAC will collaborate with its agencies to distribute the funding per initiatives that align with the goals of the Ministry and the Government ,” he added .

MUSLIM-FRIENDLY TOURISM AND HOSPITALITY

With an increased budget allocation for ITC , Roslan stressed the importance of the agency ’ s efforts in Muslim-Friendly Tourism and Hospitality ( MFTH ) initiatives . He emphasised that the global Muslim population , totalling around 2 billion , presents significant market potential .

“ Among the low-hanging fruits in the Muslim travel market is Southeast Asia , with 255 million Muslims in the region . Meanwhile , there are 350 million Muslims in Muslim-minority countries – the potential is to entice them with a Muslimfriendly environment in Malaysia .

“ Malaysia has several opportunities it can leverage . These include making Malaysia the Umrah Hub of Asia , attracting Muslim travellers to visit the country while comfortably practising their faith , and experiencing Islamic festivals and celebrations here .

“ Tourism and hospitality businesses also have the chance to participate in Islamic Tourism through ITC . This encompasses training , seminars , capacity building , the Muslim-Friendly Tourism and Hospitality Assurance and Recognition ( MFAR ) programme , Mosque Tourism , and recognition for Muslim-Friendly Tourist Guides , among other aspects .

“ Additionally , businesses can incorporate Muslim-friendly elements into existing travel packages , including Muslim-friendly recognised hotels , tourist guides , and Mosque Tourism .

“ We can also create innovative packages to draw Umrah pilgrims from Asia to Malaysia , aligning with our goal of becoming the Umrah Hub . Furthermore , we should develop creative packages highlighting Malaysia ’ s Islamic events and celebrations .”

NO ONE LEFT BEHIND

Roslan highlighted key travel trends that warrant industry attention . Economic challenges , particularly inflation and increased oil prices , may drive travellers towards more budget-conscious and shorter journeys .

There is also a noticeable shift towards sustainable and authentic travel experiences , emphasising support for local communities and exploring offthe-beaten-path attractions . The rise of remote work has also fueled “ bleisure ” travel , increasing demand for single accommodation or suites .

When asked about his aspirations for MOTAC and Malaysia ’ s tourism industry , Roslan said the emphasis would be on developing sustainable tourism and boosting tourism-related revenue , which is a crucial indicator in influencing the national economy . “ This means that the priority will be quality over quantity , which is to attract and increase high-spending tourists to Malaysia - at the same time , practising or adapting sustainable and responsible tourism .

“ In short , the future of tourism in Malaysia will be a well-balanced tourism where it will not just contribute to the economy but also provide socioeconomic benefits to all by leaving no one behind while conserving , preserving , and protecting nature , culture , and heritage of the country for the benefit of the present and future generations .” — R & R