THE MINISTRY of Tourism, Arts and Culture (MOTAC) wants inbound travel specialists to double their efforts to draw quality tourists, despite concerns over cancellations due to the conflict in the Middle East.
Despite formidable challenges confronting the industry, Deputy Minister Chiew Choon Man wants industry players to hone their skills in luring tourists who can spend more and stay longer in the country.
Chiew says the ministry recognises the impact the Middle East crisis has on the industry, hence the extension of the "Visit Malaysia Year 2026" campaign until next year, but the renewed focus must be on enticing tourists to stay longer and spend more tourist dollars.
He urged the travel community to focus on niche areas such as motoring and sports, which lure spectators and offer a range of exciting products and services in line with the sustainable initiatives that MOTAC is promoting for the visit campaign.
"I think we have done fairly well as a destination, but we need to scale the next level, which is bringing over quality tourists. Those who spend and can stimulate domestic spending in our markets," said the Miri Member of Parliament.
The tourism industry is experiencing a resurgence, contributing RM291.9 billion to the economy in 2024, or 15 per cent of the Gross Domestic Product (GDP).
Domestic tourism expenditure reached RM107.2 billion in 2024, while international tourist spending hit RM102.2 billion from 25.02 million arrivals.
Key spending areas include shopping, accommodation, and food.
Chiew cited the Asia Off-Road Expo and Convention to be held at the World Trade Centre (WTC) in Kuala Lumpur on October 23 to 25, this year, as a prime example of a niche market.
Motoring enthusiasts, together with their family, friends and associates, are good tourism spenders, especially when they traverse the rugged terrains of Malaysia.
Chiew urged the organiser of the off-road expo, namely its founder Thomas Foo, to organise more motoring off the beaten track rallies and tours in Borneo, covering Sarawak and Sabah - the two major East Malaysian states.
"We can invite the rally goers to also help the marginalised communities living in our jungles. We can donate food and help them with their medical needs. This would be an adventure form of tourism. Tourists want to explore and be adventurous nowadays, hence the move to promote our greenery," said Chiew.
Foo, at the ripe age of 70, would be leading another arduous off-road expedition, which is called the Explorer Trans-Siberia 5, which is a four-wheel drive tour across Malaysia into Thailand, Laos, Tibet, China, Mongolia and Siberia (Russia).
The 69-day trip begins on May 29, this year, offering an adventure of a lifetime.
Foo said that, unlike other countries such as those in Indo-China, Malaysia allows free access to its jungle and rainforests, so more off-road expeditions can be organised and promoted to lure quality tourists.
The Asia Off-Road's public relations team of Ooi Lay Beng and Jasmine Leow said that the event is designed to offer many opportunities for business networking, besides luring tourists from the region and elsewhere to attend.
The event at WTC will also offer 750 exhibition booths. - May 2, 2026.
