PUTRAJAYA: It is not just about “selling” Malaysia but ensuring visitors are welcomed with open arms, says Tourism Malaysia.
“We cannot boast about first-class service when tourists have to wait up to an hour for public transport upon arrival. That’s hardly ideal,” said its director-general Manoharan Periasamy.
He voiced his concerns about a disconnect between promises and delivery.
“We need to work together with stakeholders, including getting industry players on board.
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“It’s not solely about telling the world to ‘come visit Malaysia’.
“We don’t own hotels or transport, so collaboration with industry players is crucial.
“We must engage directly with our partners, understand their challenges and see how we can assist the industry to prosper,” Manoharan said.
He added that the challenges go beyond marketing efforts.
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“It is important that we are prepared to welcome visitors appropriately.
“If our airport facilities, immigration and airlines aren’t ready and the services don’t measure up, then we fail to deliver on our promises of first-class service.”
Manoharan said Tourism Malaysia will work towards getting industry players to improve on the entire mechanism behind destination promotions.
Before taking up the post in February, Manoharan was Tourism Malaysia’s senior director of international promotions (Asia and Africa).He said one of his aims is to push for collaborative efforts to enrich the travellers’ experience.
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“The workload has its demands but I’m committed and optimistic about Tourism Malaysia’s direction.
“The minister (Datuk Seri Tiong King Sing) is aggressive in his drive to increase tourist numbers.
“I’ve managed to keep pace with his directives,” he said.
Manoharan said his KPI (key performance indicator) is to welcome 27.4 million tourists this year and forge key partnerships to cement Malaysia’s status as a top-tier destination for travellers.
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For the first quarter of this year, Malaysia welcomed 5.8 million international tourists.
This was an increase of 32.5% compared to the 4.3 million tourists in the same period last year.
With the upcoming Visit Malaysia 2026, Manoharan said he is confident that they would meet the target.
“Our team is united. We work at ensuring smooth processes and a clear understanding of the ministerial guidelines,” he said, emphasising the need for clear marketing returns on investment and accountability.
Manoharan also said they would reinforce the established goals of promoting Malaysia to both domestic and international audiences.
“Our mission is clear and unwavering. Adapting to different ministerial styles is part of the journey.
“We are dedicated to understanding and adapting to continue our forward momentum,” he said.
Manoharan said he hopes to reach the goals before his retirement in December next year and underscored the importance of collaborative efforts.
For now, he wants to streamline administrative processes.
“We’re looking to reduce paperwork and simplify procedures without compromising our standards,” Manoharan added.
