Malaysia admits to four factors holding back its tourism industry

The head of Malaysia's tourism industry pointed out four factors that make it difficult for domestic destinations to attract tourists. Competition with regional markets such as Viet Nam is cited as one reason.

Mr. Tiong King Sing, Malaysia's Minister of Tourism , Arts and Culture, affirmed that the issue of tourist safety and the outdated infrastructure are "bottlenecks" that risk undermining the attractiveness of Malaysian tourism if not addressed soon.

He noted that many tourist attractions lack basic infrastructure upgrades, especially those with the potential to attract repeat visitors.

The minister cited feedback from international tourists, noting that the facilities at some destinations have remained virtually unchanged for many years.

"Some foreign visitors told us that when they came here 10 years ago, the facilities were the same, and 10 years later, nothing has changed," he shared with The Star.

Besides infrastructure, tourism promotion efforts are also considered insufficient. Although Malaysia produces videos showcasing its destinations, the Minister believes that the limited reach means many potential tourists are unaware of these places.

According to him, advertising companies all share the same opinion that the budget allocated for promotion is insufficient, and that more cooperation from other countries is needed to expand marketing effectiveness.

According to the Minister, when working in each state, he urged local authorities to actively promote the image of their destination, instead of relying entirely on the federal government .

"States must continue to promote themselves; they can't just wait for the federal government to do everything," he said.

Regarding security issues, the Minister expressed concern over the series of incidents occurring in Sabah state. He cited approximately 27 cases of tourist deaths, suggesting that many of these incidents were related to poor safety standards.

According to him, there are instances of boats not being equipped with life jackets, while some divers are allowed to operate without licenses. The Minister acknowledged these as serious issues and suggested that the root cause often stems from the management shortcomings of tour guides and the licensing authorities.

"We have to clean up this area. Tourists must feel safe and happy so they have good memories of Malaysia," said Malaysia's Minister of Tourism.

Furthermore, in the context of increasingly fierce regional tourism competition , Southeast Asian destinations such as Thailand, Singapore, and Viet Nam are constantly innovating their products, boosting promotion, and maintaining their price and experience advantages to attract tourists. Malaysia is also enjoying a recovery, but the pressure to retain tourists, especially domestic and returning visitors, has led to more attention being paid to bottlenecks in cost, service, and quality of experience.

Previously, Dr. Md Amin Md Taff, Vice-Chancellor of Sultan Idris University of Education (UPSI), asserted that Malaysia's natural beauty is 400 times greater than Thailand's, yet it lacks tourists. According to him, natural advantages alone are not enough to retain visitors. In reality, many Malaysians still choose to travel to Thailand due to lower costs, richer cuisine, and more diverse entertainment options, while domestic destinations struggle to compete in terms of price and experience.

Source: Znews