Tiong King Sing: Malaysia Must Embrace Japan-Level Hospitality for Visit Malaysia 2026 Success
Tourism, Arts and Culture Minister Tiong King Sing has urged Malaysians — particularly those on the tourism frontlines — to raise service standards and adopt the culture of courtesy widely associated with Japan, warning that negative interactions could undermine national efforts ahead of Visit Malaysia 2026.
Speaking at the launch of the Mesra Malaysia Campaign at the ERL Arrival Zone in KL Sentral, Tiong stressed that Malaysia’s global image is shaped not just by policy frameworks or promotional campaigns, but by the daily attitudes of its people.
He said hospitality must be authentic and visible in everyday interactions.
“We want Malaysia to be known as a truly welcoming country. That reputation must come from how we treat our guests, not just from what we say in brochures,” he told reporters.
Individual Conduct Reflects the Nation
Tiong highlighted Japan’s service culture as an example of how simple gestures can elevate a country’s tourism standing.
“In Japan, when you ask for assistance, they bow and say ‘thank you’. That level of courtesy leaves a lasting impression. It reflects discipline and respect,” he said.
According to him, Malaysia must cultivate a similar mindset — one where friendliness is instinctive rather than forced.
He emphasised that every Malaysian, whether directly or indirectly involved in tourism, plays a role in shaping visitor perception.
Reports of Unfriendly Encounters
The minister acknowledged complaints from tourists who experienced unfriendly responses while seeking directions at public transport hubs and on Kuala Lumpur’s hop-on hop-off buses.
He revealed that some visitors were reportedly told not to use public transport if they did not understand how it worked.
“These are tourists. They are unfamiliar with our systems. If they do not know how to get somewhere, we should assist them — not scold them,” he said.
He warned that such encounters, even if limited in number, can quickly spread through online reviews and social media, damaging Malaysia’s reputation in a highly competitive regional tourism market.
Retail Sector Must Also Step Up
Tiong also called on shopping centre operators and retail employees to improve customer engagement, saying poor service attitudes could affect the broader visitor experience.
He shared feedback from tourists who felt unwelcome upon entering certain stores.
“It should never feel like customers owe the shop something. Hospitality must extend beyond tourist attractions and into every business interaction,” he said.
He stressed that a visitor’s journey does not begin and end at the airport — it includes transportation, dining, shopping, and everyday encounters.
Training Efforts Intensified, But More Needed
To address service gaps, the Ministry of Tourism, Arts and Culture (Motac) has ramped up training initiatives.
As of January 2026, 9,498 tour guides are registered with the ministry. Between 2024 and 2025, a total of 158 training courses were conducted, reaching 4,930 frontline personnel.
In 2024 alone, 50 sessions were organised involving 1,344 participants. The following year saw 107 sessions with 3,588 attendees.
Despite these efforts, Tiong admitted that the numbers remain insufficient.
“Five thousand trained personnel is not enough for a nation preparing for Visit Malaysia 2026. We need wider participation,” he said.
Motac has also introduced the Kursus Mesra Malaysia, replacing the We Are The Host programme that had been implemented since 2014. The updated module is mandatory for tour guide licensing and focuses on communication skills, service excellence, awareness of current tourism offerings, and alignment with national tourism goals.
Visit Malaysia 2026: More Than a Campaign
With Visit Malaysia 2026 approaching, Tiong underscored that infrastructure investments and promotional strategies alone will not guarantee success.
He said Malaysia’s competitive edge lies in its people — and the warmth they project.
In an era where travellers rely heavily on digital reviews and personal recommendations, a single negative encounter can outweigh extensive marketing efforts.
“Every interaction matters,” he said.
As Malaysia positions itself to welcome millions of visitors, the message from the minister is clear: genuine courtesy, patience and respect must become part of the national identity — not just a campaign slogan.
-wilayah.com.my
