ARE Malaysians becoming indifferent, even rude, towards tourists?
The question has been thrust into the spotlight after Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing publicly rebuked segments of the public service and retail sector over what he described as unfriendly and overbearing conduct.
With Visit Malaysia 2026 (VM2026) on the horizon, Tiong warned that repeated complaints from foreign visitors and locals alike point to a troubling service culture that risks eroding the country’s hard-earned reputation for warmth and hospitality.
Launching the Mesra Malaysia Campaign at KL Sentral, he revealed that his ministry has received numerous grievances concerning enforcement officers, government personnel and security staff who allegedly treat members of the public with unnecessary harshness or condescension.
“We have security personnel and officers who think they have power. When someone does not understand, we should explain, not show authority and say ‘who I am?’. This is what makes the public and tourists feel sidelined,” he said.
He stressed that such behaviour goes beyond isolated incidents, cautioning that it shapes international perceptions of Malaysia at a critical time for the tourism industry.
“An unfriendly attitude not only affects the tourist experience, but also creates a negative perception of Malaysia as a tourism destination, especially as we approach Visit Malaysia 2026.
“So, I urge heads of departments and ministry secretaries-general to come together and address this matter for the sake of our country,” he said.
Drawing comparisons with Japan, widely regarded for its culture of courtesy, Tiong highlighted the contrast in service standards.
“In other countries, people bow, smile and say thank you. But in our country, the faces are stern. This is a major problem in our efforts to safeguard the nation’s image,” he said.
The minister also voiced concern over reports from shopping centres, where some sales assistants are said to treat tourists and even local customers with suspicion or disdain.
“There are tourists who complain that when they enter a shop, sales staff look at them as if they have committed a serious offence.
“This is an attitude and character that must change. Do not treat tourists or locals like rubbish,” he said.
In response, Tiong plans to meet shopping mall management representatives after the Chinese New Year celebrations to deliver a firm message that courtesy and professionalism must become standard practice across the retail sector.
As of January 2026, 9,898 tourism assistants have registered with the Ministry of Tourism, Arts and Culture, while 4,932 frontline personnel have undergone training through 158 courses conducted since 2024. Yet Tiong acknowledged that these efforts remain insufficient to shift attitudes nationwide.
“Do not let people regard Malaysia as an unfriendly country. We must prove otherwise. Being friendly is not only towards tourists, but also towards fellow Malaysians,” he said.
While Malaysia has long prided itself on its multicultural warmth, the minister’s remarks suggest that hospitality cannot be taken for granted.
As the country prepares to welcome millions of visitors in 2026, the broader question lingers: is the issue one of perception, isolated misconduct, or a deeper challenge in service culture that Malaysians must collectively confront? - February 11, 2026
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