Datuk Dr. Yasmin Mahmood shares Malaysia’s offerings at ATM Dubai

Published on May 27, 2024

By: Tuhin Sarkar

In an exclusive interview with Anup Kumar Keshan, Founder and Editor-in-Chief of Travel and Tour World, Datuk Dr. Yasmin Mahmood, Chairman of Malaysia Tourism Board, Tourism Malaysia shares her vision for Malaysia’s tourism sector, strategies for post-pandemic recovery, and plans for future growth. The discussion highlights Malaysia’s diverse offerings, sustainability initiatives, and efforts to enhance connectivity and position the country as a leading destination for both leisure and business travel.

Anup Kumar Keshan: Datuk Dr. Yasmin Mahmood, thank you very much for joining us here at Travel and Tour World.

Datuk Dr. Yasmin Mahmood: Thank you for having me.

Anup Kumar Keshan: How has Malaysia’s tourism sector performed in recent years, and what are your plans moving forward?

Datuk Dr. Yasmin Mahmood: For me, this is a very important role because tourism is one of Malaysia’s largest GDP contributors. We have so much to offer to the world under the banner of “Malaysia Truly Asia,” showcasing the richness of our diversity. Malaysia stands for diversity, and my role is to sell Malaysia to the world and make people fall in love with our country. There is so much to love about Malaysia.

Anup Kumar Keshan: What strategies are you planning to implement? Will you focus on leisure destinations, MICE (Meetings, Incentives, Conferences, and Exhibitions) destinations, or a mix of both? What new destinations do you intend to promote?

Datuk Dr. Yasmin Mahmood: We have our famous Visit Malaysia Years, with another one coming up in 2026. This year is crucial because we have just come out of the pandemic, and our numbers for last year were still behind pre-pandemic levels, but we are catching up fast. This year is about regaining momentum toward 2026.

Malaysia offers a variety of experiences. One key area for us is the West Asian markets; the Gulf countries represent one of our strongest inbound tourism segments. We want to continue that momentum. Family adventure and retail experiences are key attractions in Malaysia. Our beaches, such as Langkawi, are popular for family fun, but we have many other beach offerings in Borneo, such as Sabah, famous for its diving sites, and the pristine beaches on the east coast of Malaysia.

We aim to position Malaysia as a destination for affordable luxury escapades, catering to families, young couples, and the younger generation.

Anup Kumar Keshan: Sustainability is a significant global focus. How is Malaysia addressing sustainability in its tourism sector?

Datuk Dr. Yasmin Mahmood: Sustainability is a key foundation for our Visit Malaysia Year. Apart from traditional attractions like beaches and retail experiences, we are focusing on eco-tourism. Malaysia boasts some of the best biodiversity offerings in the world. We have seven geoparks, including the Mulu Caves in Borneo, a 16-million-year-old cave system, and the Danum Valley, a 130-million-year-old ancient rainforest.

We also emphasize preserving our natural resources. Ecotourism is our first step toward sustainable tourism, and we aim to protect and showcase our unique biodiversity and cultural heritage.

Anup Kumar Keshan: Indonesia offers similar natural attractions and is a tough competitor. How do you plan to differentiate Malaysia and make it as appealing as destinations like Bali?

Datuk Dr. Yasmin Mahmood: Malaysia offers a variety of experiences beyond beaches. We have world-class shopping malls, theme parks, and highland retreats like Cameron Highlands, known for its cool weather and beautiful landscapes. Our tagline “Malaysia Truly Asia” reflects our unique diversity, offering a combination of natural beauty, cultural heritage, and modern attractions.

Anup Kumar Keshan: Connectivity is crucial for tourism. What are your plans to improve connectivity to and within Malaysia?

Datuk Dr. Yasmin Mahmood: Connectivity and visa policies are key enablers for tourism. Malaysia offers one of the most friendly visa policies, including visa-free and visa-on-arrival options for many countries. We recently announced visa-free entry for China and India, which saw an immediate increase in visitors.

We are also enhancing air connectivity by working with airlines like Malaysia Airlines, AirAsia, and Batik Air to open more direct flights. We have collaborated with international airlines, such as Emirates, to expand our reach. Additionally, we support chartered flights for destinations not served by direct commercial flights.

Anup Kumar Keshan: How does Malaysia support the MICE industry? Are there any subsidies or schemes to attract events to Malaysia?

Datuk Dr. Yasmin Mahmood: The MICE industry is a strong focus for Malaysia. We have a dedicated government agency to facilitate events and conferences, providing logistical support and financial assistance. Our infrastructure is well-equipped to host top conferences, with excellent facilities and transportation options in cities like Kuala Lumpur, Penang, and Borneo.

The depreciated value of our currency makes Malaysia a cost-effective destination for conventions, enhancing our appeal. Medical tourism is another growing segment, with Malaysia offering high standards of medical care at affordable prices. We cater to the GCC countries with Muslim-friendly medical facilities, adding to our attractiveness.

Anup Kumar Keshan: How do you plan to enhance the overall tourist experience in Malaysia?

Datuk Dr. Yasmin Mahmood: Our focus is on providing a holistic and enriching experience for tourists. This includes promoting our diverse offerings, from beaches and adventure tourism to shopping and cultural experiences. We aim to create a welcoming environment with friendly visa policies and excellent connectivity. Our initiatives in sustainability and eco-tourism further enhance our appeal.

We also emphasize the importance of repeat visitors. With 25% of our tourists returning within 12 months, we aim to ensure they have a memorable experience that encourages them to come back.

Anup Kumar Keshan: Thank you, Datuk Dr. Yasmin Mahmood, for sharing your insights and vision for Malaysia’s tourism sector. It has been a pleasure speaking with you, and we look forward to seeing the continued growth and success of Malaysia as a top travel destination.

Datuk Dr. Yasmin Mahmood: Thank you, Anup. It was a pleasure speaking with you as well. We look forward to welcoming more visitors to Malaysia and showcasing the beauty and diversity our country has to offer.