Every year should be ‘Visit Malaysia Year’. If we only have it for a specific year, what happens to all the promotional materials produced after that?
– Datuk Seri Abdul Karim Rahman Hamzah
There are moments when a statement cuts through the noise and forces an entire industry to pause and reflect. Tourism, Creative Industry and Performing Arts Minister Datuk Seri Abdul Karim Rahman Hamzah has done precisely that with his call for Malaysia to abandon its long-standing dependence on ‘Visit Malaysia Year’ campaigns and instead embrace continuous, year-round tourism promotion.
It is a simple idea, but a powerful one, though. And more importantly, it is long overdue.
For decades, our tourism strategy has been shaped around intense, and sporadic bursts of activity; big, flashy campaigns tied to a particular year, accompanied by logos, slogans, and promotional materials that often lose relevance the moment the calendar turns. We invest heavily in these campaigns, only to see their momentum dissipate once the “year” ends. It is a stop-start approach in an industry that demands consistency, continuity, and relentless visibility.
Abdul Karim is absolutely right when he says that tourism cannot be confined to a single campaign year. Tourism is not a seasonal commodity; it is a living, breathing ecosystem that requires constant nurturing. Every year should be ‘Visit Malaysia Year’, not in name alone, but in practice, mindset, and execution.
Look at our neighbours. Indonesia’s ‘Wonderful Indonesia’ is not tied to any year. It is a brand, a promise, and a continuous narrative that evolves while remaining consistent. Thailand has long mastered this art, ensuring that its tourism identity remains visible and relevant year after year. The Philippines, too, has embraced sustained branding strategies that keep the country in the global tourism conversation at all times.
These countries understand a fundamental truth: tourism branding is not about campaigns; it is about presence. I had the privilege of visiting Indonesia last May, spending time in Jakarta and Bandung alongside fellow journalists.
What struck me was not just the beauty of the destinations or the richness of the culture, but the seamless coordination between the public and private sectors. There is a sense of shared ownership of tourism that is palpable. The private sector does not wait for government direction; it leads, innovates, and invests. The government, in turn, supports, facilitates, and amplifies.
It is a symbiotic relationship that Malaysia and yes, Sarawak included, must learn from. Here, we still see an over-reliance on government-led initiatives. The private sector, in many cases, waits for official campaigns before stepping up its promotional efforts. This mindset must change. Tourism is everyone’s business. Hotels, airlines, tour operators, retailers, restaurateurs, and even ordinary citizens all play a role in shaping the visitor experience.
And that brings me to a point that cannot be overstated; I am talking about service. We can build the most beautiful attractions, invest millions in infrastructure, and launch the most creative campaigns, but if the human touch is lacking, all of it becomes meaningless. The experience a tourist takes home is not just about places, it is about people.
In Jakarta, I observed something that left a lasting impression. From airport immigration officers to shop assistants, from hotel staff to taxi drivers, there was a consistent level of courtesy and warmth. Sales assistants in shops and restaurants went out of their way to assist visitors, often with genuine smiles and a willingness to help that felt natural rather than forced. This is not accidental. It is cultivated. It is trained. It is embedded in the national psyche.
And it was in Jakarta that I fell in love once again! Not with a wonderful, friendly, beautiful girl, but with the city. It was the way the city and its people treated tourists that captivated my heart.
In contrast, we have seen disturbing viral clips of tourists allegedly being mistreated in Malaysia. Whether isolated incidents or not, such episodes carry enormous reputational damage. In today’s digital age, one negative experience can travel across the world in seconds. And once that perception takes hold, it is extremely difficult to undo.
This is why courtesy and friendliness are not optional extras. They are fundamental pillars of tourism success. We must invest seriously in training. Not just technical training, but attitude training. From immigration counters to taxi services, from tour guides to frontline retail staff, there must be a consistent standard of professionalism and hospitality. Tourism is, at its core, a people industry. If our people are not ready, no campaign, no matter how well-funded, can save us.
Abdul Karim’s call also comes at a critical time. Global tourism is becoming increasingly complex. Geopolitical tensions, including conflicts such as the ongoing instability in parts of the Middle East, rising fuel costs, and broader economic uncertainties are all affecting travel patterns. Airlines are adjusting routes, travellers are becoming more cautious, and competition among destinations is intensifying.
In such an environment, relying on periodic campaigns is not just ineffective. It is risky. Malaysia must build resilience into its tourism strategy. Continuous promotion ensures that we remain visible even when global conditions fluctuate. It allows us to adapt quickly, reposition ourselves, and target emerging markets without having to wait for the next “campaign year”.
The federal government’s decision to extend Visit Malaysia 2026 to 2027 is a pragmatic move in light of these challenges. But let us be honest; it is still a continuation of the same campaign-based mindset. What we need is a structural shift, not an extension. We need a permanent tourism framework.
This means establishing a unified, enduring national brand that transcends political cycles and administrative changes. It means ensuring that digital marketing efforts are ongoing, data-driven, and responsive to global trends. It means leveraging social media influencers, travel platforms, and content creators consistently, not just during campaign periods.
We need to empower states like Sarawak to tell their own stories within the broader Malaysian narrative. Sarawak, with its unique cultural diversity, natural beauty, and progressive leadership under Premier Datuk Patinggi Tan Sri Abang Johari Tun Openg, has immense tourism potential. But that potential must be communicated continuously, not sporadically.
The private sector, too, must rise to the occasion. Airlines can introduce innovative travel packages, hotels can curate unique experiences, and local entrepreneurs can develop products that reflect Malaysia’s rich heritage. The government can facilitate, but please remember, it cannot do everything. There must be a shift from dependency to partnership.
Another area that deserves attention is domestic tourism. While international arrivals are important, Malaysians themselves are a powerful market. Encouraging locals to explore their own country not only sustains the industry during global downturns but also builds a deeper sense of national pride.
Technology, too, must be at the forefront of our strategy. Seamless digital platforms for bookings, information, and customer service can significantly enhance the visitor experience. Data analytics can help us understand traveller preferences and tailor our offerings accordingly. In an era where convenience is king, we cannot afford to lag behind.
Ultimately, what Abdul Karim is advocating is not just a change in strategy; it is a change in mindset. Tourism is not an event. It is an ongoing commitment.
If we truly want Malaysia to be a top-tier global destination, we must stop thinking in terms of years and start thinking in terms of permanence. We must move from campaigns to continuity, from slogans to substance, and from dependency to collaboration.
Let us not wait for the next ‘Visit Malaysia Year’ to rediscover our ambition. Let us make every year count; consistently, relentlessly, and unapologetically. That is how great tourism nations are built, and that is how Malaysia must move forward.
The views expressed here are those of the columnist and do not necessarily represent the views of Sarawak Tribune. The writer can be reached at rajlira@gmail.com
