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Daily Express
25-05-2025
- Entertainment
- Daily Express
We have the mountain, sea but no song
Published on: Sunday, May 25, 2025 Published on: Sun, May 25, 2025 By: Datuk Roger Chin Text Size: IF you ask a European or Japanese traveller to hum ' Malaysia, Truly Asia ', chances are they still can — more than two decades after it first aired. It wasn't just an ad. It was a siren song. A masterstroke in destination branding. It ran across CNN, BBC, and hotel screens from Berlin to Bangkok. It made you feel something. It made Malaysia unforgettable. Now ask the same person about Sabah. Chances are, they'll blink. 'Where?' This is the hard truth we must confront - Sabah is not as well-known as we often assume. Despite our stunning natural assets, cultural richness, and world-class dive sites, Sabah hasn't broken into the global consciousness — not in the way Bali, Phuket, or even Langkawi have. Feel Sabah? The World Doesn't Yet Our current tourism campaign, 'Feel Sabah', is noble in intention — but muted in execution. It's played on loop at trade fairs, projected on booth monitors, and shared via localised digital content. But it lacks the vital ingredients of great destination storytelling - a hook, a heartbeat, a voice. Advertisement It lacks music. And without a strong emotional anchor, even the most breathtaking visuals get lost in the noise of global tourism. In an industry where travellers are bombarded with similar promises of 'pristine beaches' and 'untouched rainforests,' we must ask - What truly sets Sabah apart? The World Remembers a Feeling What made 'Malaysia Truly Asia' iconic wasn't just the imagery. It was the jingle — catchy, colourful, culturally layered. You could close your eyes and still know what Malaysia felt like. You could sing it. You could remember it. Sabah needs that. A soundtrack. A musical identity that doesn't just describe Sabah — it defines it. We have the talent. Asmin Mudin, a proud Sabahan, wrote 'Kau Ilhamku', one of Malaysia's most beloved songs, and 'Sayang Kinabalu', an ode to the majestic mountain and the spirit of its people. These aren't just songs. They are emotional signatures — exactly what Sabah needs to break through the global tourism fog. So why haven't we called on Asmin, or other Sabah musicians, to craft a true anthem for our state? Visibility Isn't Recognition Yes, tourists do come — especially from China. But our reach is narrow. Most Chinese visitors to Sabah hail from a few southern provinces, particularly Guangdong. The rest of China — vast, curious, and travel-hungry — remains largely unaware of our existence. This limited recognition extends globally. Sabah is known in niche circles — divers, trekkers, wildlife lovers — but not in the mainstream. In truth, we are still a well-kept secret. And in a saturated region like Southeast Asia, where dozens of destinations offer similar natural appeals, being unknown is a liability. Tourism is Not Just Branding — It's Survival For many in Sabah, tourism is not a luxury industry — it's a livelihood. From Kundasang homestays to artisans in Keningau and boat operators in Semporna, the tourism economy is a local economy. Done well, it generates jobs, sustains villages, and uplifts indigenous communities. A world-class tourism campaign, then, is not vanity. It is economic policy. And yet, Sabah's tourism marketing remains largely dependent on federal allocations, shaped far from the realities of our terrain. Without control over our own global messaging or sufficient investment in sustained international promotion, we're left whispering in a crowded room. The Case for a New Campaign What Sabah needs is not another slogan. We need a movement — one that speaks in music, breathes through imagery, and lives in people's hearts. Imagine a campaign that: Launches with a Sabah anthem, composed by a Sabahan, backed by a cinematic short film. Rolls out across global platforms — Netflix trailers, YouTube, Spotify, CNN, Discovery. Features not just nature, but our people, rhythms, and rituals — from the Bajau Laut to the Murut highlands, from orangutans to ocean sunsets. Imagine someone in Paris hearing a melody and saying, 'That's from Sabah.' That is the power of identity done right. Beyond Borneo - Tell the Bigger Story There's also an opportunity to collaborate across borders. The average tourist doesn't differentiate between Sabah, Sarawak, and Kalimantan — they just know 'Borneo.' Why not lean into that and develop a unified Borneo eco-tourism brand — a partnership that highlights our rainforests, our indigenous cultures, our wildlife, and our commitment to conservation? Sabah could lead this narrative, positioning itself as the beating heart of wild Borneo. Let Sabahans Tell Sabah's Story Let's also make this campaign ours. Launch a 'This is Sabah' initiative — inviting youth, musicians, filmmakers, and photographers to submit their Sabah. Let authenticity drive reach. Let the campaign be participatory, emotional, and grassroots. And let our diaspora — Sabahan artists, scholars, and leaders abroad — become our global ambassadors. Because the most powerful branding is not what you say about yourself — it's what others say about you when you're not in the room. Hear Sabah. See Sabah. Live Sabah. We already have the mountain. We already have the sea. We already have the story. What we lack is a chorus. If we want the world to visit us, we must first make them feel us. And the fastest path to the heart is through sound. It's time to give Sabah a soundtrack — and let the world finally hear us. The views expressed here are the views of the writer and do not necessarily reflect those of the Daily Express. If you have something to share, write to us at: [email protected]
The Sun
22-05-2025
- Business
- The Sun
VM2026: 103 new flight routes approved to boost global connectivity
PUTRAJAYA: A total of 103 new flight routes, 29 increased flight frequencies and five chartered flights have been approved from various major countries in an effort to boost global connectivity in preparation for Visit Malaysia 2026 (VM2026). Deputy Prime Minister Datuk Seri Dr Ahmad Zahid Hamidi said the matter was disclosed during the meeting of the Cabinet Committee on Tourism and Culture (JKPK), which he chaired here today. The JKPK chairman said the meeting viewed that a comprehensive campaign approach up to the international level must be implemented with the full support of the government in preparation for VM2026. Among the outlined strategies include creating demand by empowering the Malaysia Truly Asia and Cuti-Cuti Malaysia brands, joint promotions with airlines and tour operators, as well as market segmentation approaches to attract high-profile visitors from around the world. 'The government is committed to driving the tourism sector as a key catalyst for the country's economic growth in line with the aspirations of Malaysia MADANI, particularly the thrust of Rebuilding the Economy. 'This sector not only contributes to the Gross Domestic Product (GDP) but also creates job opportunities and enhances the country's competitiveness in the global market,' Ahmad Zahid said in a statement today. He said the meeting was informed of seven iconic programmes that will be organised as major attractions for VM2026, namely the Malaysia Mega Sale, Malaysia Cultural Festival, Global Meet, World Tourism Day & Conference, Official Launch of VM2026, VM2026 Year-End Sale, and the VM2026 Countdown Celebration. In addition, he said the meeting was also briefed on the Sustainable Tourism Programme through the Greening Protocol Initiative. 'Kuala Lumpur City Hall (DBKL) and the Selangor government will spearhead the implementation of the Greening Protocol, which encompasses low-carbon technology, green mobility, and the empowerment of urban green spaces. This aligns with the goal of positioning Malaysia as a world-class sustainable tourism destination,' he said. To ensure the sector remains competitive, Ahmad Zahid urged all ministries and agencies to join forces with the Ministry of Tourism, Arts and Culture (MOTAC) in driving the sector as a national agenda. 'The success of the nation's tourism can only be achieved through coordinated policies and collective, inclusive implementation,' he said. Ahmad Zahid also called on all frontliners, especially at international entry points, to demonstrate friendliness and professionalism as the country's mini ambassadors in welcoming tourists. 'I am confident that with the joint commitment of all parties, we can make Malaysia a top global tourism destination by VM2026,' he said.
The Sun
22-05-2025
- Business
- The Sun
103 new flight routes approved to boost global connectivity
PUTRAJAYA: A total of 103 new flight routes, 29 increased flight frequencies and five chartered flights have been approved from various major countries in an effort to boost global connectivity in preparation for Visit Malaysia 2026 (VM2026). Deputy Prime Minister Datuk Seri Dr Ahmad Zahid Hamidi said the matter was disclosed during the meeting of the Cabinet Committee on Tourism and Culture (JKPK), which he chaired here today. The JKPK chairman said the meeting viewed that a comprehensive campaign approach up to the international level must be implemented with the full support of the government in preparation for VM2026. Among the outlined strategies include creating demand by empowering the Malaysia Truly Asia and Cuti-Cuti Malaysia brands, joint promotions with airlines and tour operators, as well as market segmentation approaches to attract high-profile visitors from around the world. 'The government is committed to driving the tourism sector as a key catalyst for the country's economic growth in line with the aspirations of Malaysia MADANI, particularly the thrust of Rebuilding the Economy. 'This sector not only contributes to the Gross Domestic Product (GDP) but also creates job opportunities and enhances the country's competitiveness in the global market,' Ahmad Zahid said in a statement today. He said the meeting was informed of seven iconic programmes that will be organised as major attractions for VM2026, namely the Malaysia Mega Sale, Malaysia Cultural Festival, Global Meet, World Tourism Day & Conference, Official Launch of VM2026, VM2026 Year-End Sale, and the VM2026 Countdown Celebration. In addition, he said the meeting was also briefed on the Sustainable Tourism Programme through the Greening Protocol Initiative. 'Kuala Lumpur City Hall (DBKL) and the Selangor government will spearhead the implementation of the Greening Protocol, which encompasses low-carbon technology, green mobility, and the empowerment of urban green spaces. This aligns with the goal of positioning Malaysia as a world-class sustainable tourism destination,' he said. To ensure the sector remains competitive, Ahmad Zahid urged all ministries and agencies to join forces with the Ministry of Tourism, Arts and Culture (MOTAC) in driving the sector as a national agenda. 'The success of the nation's tourism can only be achieved through coordinated policies and collective, inclusive implementation,' he said. Ahmad Zahid also called on all frontliners, especially at international entry points, to demonstrate friendliness and professionalism as the country's mini ambassadors in welcoming tourists. 'I am confident that with the joint commitment of all parties, we can make Malaysia a top global tourism destination by VM2026,' he said.
Malay Mail
22-05-2025
- Business
- Malay Mail
Zahid: Over 100 new flight routes approved to prepare for Visit Malaysia 2026
PUTRAJAYA, May 22 — A total of 103 new flight routes, 29 increased flight frequencies and five chartered flights have been approved from various major countries in an effort to boost global connectivity in preparation for Visit Malaysia 2026 (VM2026). Deputy Prime Minister Datuk Seri Ahmad Zahid Hamidi said the matter was disclosed during the meeting of the Cabinet Committee on Tourism and Culture (JKPK), which he chaired here today.. The JKPK chairman said the meeting viewed that a comprehensive campaign approach up to the international level must be implemented with the full support of the government in preparation for VM2026. Among the outlined strategies include creating demand by empowering the Malaysia Truly Asia and Cuti-Cuti Malaysia brands, joint promotions with airlines and tour operators, as well as market segmentation approaches to attract high-profile visitors from around the world. 'The government is committed to driving the tourism sector as a key catalyst for the country's economic growth in line with the aspirations of Malaysia MADANI, particularly the thrust of Rebuilding the Economy. 'This sector not only contributes to the Gross Domestic Product (GDP) but also creates job opportunities and enhances the country's competitiveness in the global market,' Ahmad Zahid said in a statement today. He said the meeting was informed of seven iconic programmes that will be organised as major attractions for VM2026, namely the Malaysia Mega Sale, Malaysia Cultural Festival, Global Meet, World Tourism Day & Conference, Official Launch of VM2026, VM2026 Year-End Sale, and the VM2026 Countdown Celebration. In addition, he said the meeting was also briefed on the Sustainable Tourism Programme through the Greening Protocol Initiative. 'Kuala Lumpur City Hall (DBKL) and the Selangor government will spearhead the implementation of the Greening Protocol, which encompasses low-carbon technology, green mobility, and the empowerment of urban green spaces. This aligns with the goal of positioning Malaysia as a world-class sustainable tourism destination,' he said. To ensure the sector remains competitive, Ahmad Zahid urged all ministries and agencies to join forces with the Ministry of Tourism, Arts and Culture (MOTAC) in driving the sector as a national agenda. 'The success of the nation's tourism can only be achieved through coordinated policies and collective, inclusive implementation,' he said. Ahmad Zahid also called on all frontliners, especially at international entry points, to demonstrate friendliness and professionalism as the country's mini ambassadors in welcoming tourists. 'I am confident that with the joint commitment of all parties, we can make Malaysia a top global tourism destination by VM2026,' he said. — Bernama
New Straits Times
01-05-2025
- Business
- New Straits Times
Tourism Malaysia, Emirates ink MOU to boost global arrivals
KUALA LUMPUR: Tourism Malaysia has inked a Memorandum of Understanding (MoU) with Emirates to boost global tourist arrivals and elevate Malaysia's international brand recognition, says Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing. He said he witnessed the signing by Tourism Malaysia Director-General Datuk Manoharan Periasamy and Emirates Senior Vice President (Commercial Operations - East) Orhan Abbas during the Arabian Travel Market (ATM) in Dubai, recently. "Through this MoU, both parties will collaborate on joint marketing and promotional initiatives to position Malaysia as a top travel destination, highlighting its natural landscapes, cultural heritage and diverse cuisine. "Emirates also plans to organise familiarisation trips to Malaysia for media partners and professional travellers from key markets," he said in a statement uploaded on his Facebook page today. Tiong said that leveraging Emirates' extensive global network would strengthen Malaysia's appeal as a preferred destination, accelerating momentum for Visit Malaysia Year 2026 (VMY2026) and its "Malaysia Truly Asia" experience. He also described the MoU as timely for tapping into the Arab market. "Malaysia welcomed approximately 38 million tourists last year. "This year, under the leadership of Prime Minister Datuk Seri Anwar Ibrahim, the Tourism, Arts and Culture Ministry is targeting 45 million tourist arrivals, and current tourism data indicates we are on track to achieve this goal," he said. Malaysia, he said, was pleased to invite the global community to embark on a unique journey and experience the rich blend of cultural diversity and natural beauty the country had to offer. – Bernama
