Promote ASEAN as single tourism destination
KUALA LUMPUR: The Malaysian Association of Tour and Travel Agents (MATTA) has called for a more integrated and aggressive push to promote ASEAN as a single, cohesive tourism destination — a concept that highlights the region as a unified travel experience — rather than marketing individual countries separately.
MATTA President Nigel Wong Chun Teim said the 10-member regional bloc should capitalise on this approach to boost intra-ASEAN travel and attract more international tourists to Southeast Asia.
'In some places like Europe, we help promote ASEAN as a single destination while still highlighting each country's unique attractions. Travellers may enter through Malaysia or another ASEAN country, but Malaysia remains a key stop on their itinerary,' he told Bernama when contacted.
Wong said coordinated efforts by ASEAN nations to present the region as an interconnected travel zone would not only enhance visibility on the global tourism map but also boost tourist arrivals, particularly to Malaysia.
'One of the key growth markets is intra-ASEAN travel. ASEAN should do more to encourage its own citizens to explore the region. Promoting this aggressively will benefit every member state and uplift overall inbound tourism,' he said.
Wong noted that ASEAN continues to appeal to global travellers due to its favourable climate, rich cultural diversity, warm hospitality and affordability.
However, he pointed out that poor regional and international connectivity remains one of the main barriers to tourism growth.
'Take Kuching, for example. It's geographically close to several ASEAN destinations, yet flight options remain limited. It's encouraging to see the government working with airline partners to expand connectivity within the region,' he said.
On Malaysia's ASEAN Chairmanship in 2025, Wong said it presents a strategic opportunity to position the country as a central travel hub in Southeast Asia.
He said the hundreds of high-level meetings and official events planned throughout the year could directly or indirectly boost tourist arrivals and strengthen Malaysia's international tourism profile.
Wong also pointed to Thailand's 'Six Countries, One Destination' initiative introduced last year, which seeks to make ASEAN more accessible by simplifying travel across six participating countries — Brunei, Cambodia, Laos, Malaysia, Vietnam and Thailand — with Singapore expected to join.
The initiative aims to encourage international tourists to visit multiple ASEAN countries in a single trip, reinforcing the bloc's position as a unified tourism hub.
Meanwhile, the Ministry of Tourism, Arts and Culture (MOTAC) reported that Malaysia recorded 13.4 million tourist arrivals from January to April 2025, marking a 21 per cent increase compared to the same period last year.
MOTAC has set a target of 45 million international visitors for 2025, with projected tourism receipts totalling RM270 billion.
As the chair and host of ASEAN 2025, Malaysia is currently hosting the 46th ASEAN Summit and Related Meetings.
This is the fifth time Malaysia is chairing ASEAN, after previous terms in 1977, 1997, 2005 and 2015.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
New Straits Times
36 minutes ago
- New Straits Times
China rolls out Asean Visa for 10 Asean countries and Timor-Leste
BEIJING: China has rolled out an Asean Visa for the 10 member countries of the Association of Southeast Asian Nations (Asean) and Asean observer Timor-Leste, according to the Chinese Foreign Ministry. The ministry's spokesperson, Lin Jian, said this new programme offers five-year multiple-entry visas to eligible applicants visiting China for business purposes and their spouses as well as children, granting a maximum stay of 180 days. "For anyone with more specific questions on visas to China, they are welcome to contact our diplomatic and consular missions in their countries," he said in a statement yesterday. He said the initiative was to further facilitate cross-border travels in the region, on top of the visa-free arrangement between China and countries such as Singapore, Thailand, Malaysia and China's 'Lancang-Mekong visas' programme for Mekong countries. In recent years, he noted that China and Asean have advanced the building of a community with a shared future. "Visits between the people of China and Southeast Asian countries have been frequent. "There is a mutual hope to further ease travel between the two sides," he pointed out. He also said that the growing 'visa-free list' shows China's firm resolve in expanding high-level opening up. "The various measures China has taken to ease cross-border travel are all part of China's concrete action to create an open global economy," he explained. Adding to the proof, Lin said in the first quarter of this year, China received over nine million visits by foreigners, up by over 40 per cent year-on-year. "And in the first four months, more than 18,000 foreign-invested companies were established in China, up by 12.1 per cent year-on-year," he said. He further said that China will continue to improve entry policies and add more countries to the visa-free list.
The Star
42 minutes ago
- The Star
Room and durian a welcome combo
Cream of the crop: A worker holding a Musang King durian, which is one of the favourites among visitors from China, Hong Kong and Macau. — ZHAFARAN NASIB/The Star Many hotels fully booked as holidaymakers flock to Penang GEORGE TOWN: Never underestimate the power of the Musang King, Black Thorn and all their genetic cousins to pull in the crowds. With the durian season here as well as the school holidays, most hotels were at least 85% full during the weekend, said Malaysian Association of Hotels Penang chapter chairman Tony Goh. He said that occupancy was strong during the period with some hotels fully booked, while others recorded over 85% full. 'The hotels were packed and did well during the long weekend. 'Hotels by the beach and in the town area were almost full,' Goh added. As with the yearly tradition, most hotels bundled room rentals with all-you-can-eat durian feasting. 'Penang is renowned for having orchards that produce durians you cannot find in other states. 'Other than the ever-popular Musang King and Black Thorn, there are 'vintage' clones like Hor Lor, Red Prawn, Green Skin and Capri, and rare variants like Tupai King and Lin Feng Jiao (purportedly named after Hong Kong superstar Jackie Chan's wife). Breezy trail: Visitors enjoying their walk at the Esplanade in George Town, Penang. 'Each variant offers a slightly different tang, and for durian lovers, these are complex flavours to be appreciated and deciphered,' said Goh. Penang tourism committee chairman Wong Hon Wai said the 'King of Fruits' was a fail-proof attraction. He said with the surge in visitors, the funicular train to Penang Hill also saw an increase in ridership: 6,691 on May 30; 8,183 (May 31); 9,396 (June 1); and 9,251 (June 2). 'The ridership totalled 33,521 in the past four days. 'On normal non-peak days, it is around 4,000 a day,' Wong said. He said the increase in visitors was also attributed to Singapore's school holidays, which had started as well. Wong urged tourism players, including hawkers, to give out good deals and provide top-level service during the holiday period. As for Penang's ever-popular murals, Wong urged visitors to avoid scribbling, scratching or defacing them, which had happened in the past. 'The murals are meant to be admired, not vandalised,' he said. Penang Tourist Guide Association chairman Clement Liang advised tourists to avoid engaging unlicensed tourist guides. 'Many visitors unknowingly hire unlicensed guides and end up being disappointed by the tours organised,' he said. Liang urged tourists to use only licensed hotels and facilities to avoid scams.
The Star
42 minutes ago
- The Star
Taking a page from the UK
Strengthening ties: Ahmad Zahid (third from right) holding a meeting with Reed (second from left) in Whitehall, England. — Bernama Green energy, trade, tech and TVET feature in bilateral talks LONDON: Malaysia is looking to strengthen its bilateral cooperation with the United Kingdom in several strategic sectors following a meeting between Deputy Prime Minister Datuk Seri Dr Ahmad Zahid Hamidi and British Secretary of State for Environment, Food and Rural Affairs Steve Reed. In discussing bilateral cooperation between Malaysia and the United Kingdom, Ahmad Zahid said he expressed Malaysia's commitment to become the Asean Hub for Technical and Vocational Education and Training (TVET) Certification and Excellence. "The focus will be on high-value industries such as semiconductors, electric vehicles (EV), aerospace and green energy. "I also conveyed Malaysia's intention to expand collaboration with UK academic institutions and industries to enhance TVET training, certification and the employability of Malaysian graduates," he told reporters during a working visit here on Monday. On rural development, Ahmad Zahid said the country is keen to learn from the UK's approach in transforming rural areas into sustainable economic growth zones. "We also discussed matters related to disaster management, access to clean water and the use of new technologies to strengthen resilience against global climate change," he said. Several issues concerning the environment were also discussed, especially on ways to overcome the problem of polluted rivers. "Malaysia needs to learn how the UK dealt with rehabilitating polluted rivers. "We need to take heed of how polluted rivers have become a thing of the past in the UK as we are still facing the same problem. "The first step to learning from them is to raise public awareness of the problem with polluted rivers," he said. Ahmad Zahid said both him and Reed agreed that sustainable programmes to preserve the environment were vital to moving forward. "Both of us concurred that leaders come and go but such programmes must continue," he added. The meeting also touched on renewable energy cooperation, including a proposal to reactivate the Asean Power Grid and explore investment opportunities in solar and green energy, he said. "The UK's establishment of GB Energy, a national clean energy company, was noted as a positive signal of its strong commitment to the green agenda. "I expressed Malaysia's readiness to be a strategic partner in this development," he said. In addition, Ahmad Zahid said he highlighted the potential of Islamic financial instruments such as sukuk to support climate finance and sustainable development cooperation. "This includes bolstering the global halal industry through the establishment of a World Halal Council and a unified halal logo, which aims to reinforce international consumer confidence in Malaysia's standards," he added. Ahmad Zahid said both countries reaffirmed their commitment to strengthen trade ties, including through frameworks such as the Comprehensive and Progressive Agreement for Trans-Pacific Partnership, and increasing business-to-business (B2B) engagement between the private sectors of both nations. "I believe this meeting has opened new avenues to elevate Malaysia-UK cooperation to a more strategic level, especially in building a more inclusive, sustainable and resilient future," he said. On Monday night, Ahmad Zahid hosted a gathering for Malaysians including 60 Mara-sponsored students based in the United Kingdom. He advised the students about giving back to the country once they have finished their studies. "While the salaries here (UK) might be substantially higher, returning and helping to develop the country further is priceless and much more meaningful." Ahmad Zahid arrived in London on Sunday night for a four-day working visit to the United Kingdom.
