MALAYSIA NEEDS TO PROPEL ASEAN’S TOURISM TO GREATER HEIGHTS – EXPERTS

Nearly a month after the conclusion of the ASEAN Tourism Forum (ATF) 2025, relevant authorities are actively working to implement the decisions and recommendations from the six-day conference, which began on Jan 15.

With the theme Unity in Motion: Shaping ASEAN’s Tourism Tomorrow, the forum, held in Johor Bahru, Johor, in conjunction with Malaysia’s ASEAN Chairmanship, focused on fostering sustainable, resilient, and inclusive tourism in the region through cooperation among member states.

The forum involved all 10 ASEAN member states and dialogue partners—China, Japan, South Korea, India, and Russia. One of its key achievements was the assessment of the ASEAN Tourism Strategic Plan (ATSP) 2016-2025 and the preparation of the ASEAN Tourism Outlook Towards 2030.

Experts believe Malaysia, as the regional bloc’s chair, should fully leverage its one-year leadership to propel both the country and ASEAN to greater heights in the global tourism sector.

They added that Malaysia must continue to build on ASEAN’s success in 2024, which saw over 123 million foreign tourist arrivals—a 30.6 per cent increase from the previous year—driven by travel incentives such as visa regulation relaxations and the introduction of new tourism products.

COOPERATION STRENGTHENS THE TOURISM INDUSTRY

According to Fauzan Hafiz Muhammad Safri, a lecturer at the Faculty of Hospitality, Tourism, and Wellness at Universiti Malaysia Kelantan, the ATF has showcased remarkable cooperation not only among ASEAN member states but also with non-member countries in enhancing the region’s tourism sector.

“The participation of non-ASEAN countries such as China, Japan, South Korea, and India in the forum indirectly reflects their openness to collaborate in strengthening the global tourism industry.

"We see that through this cooperation, there will be joint efforts in promoting the tourism industry, as well as attracting international investors to develop tourism infrastructure in ASEAN countries," he told Bernama.

He added that Malaysia should seize this opportunity to strengthen preparations for Visit Malaysia Year 2026 by enhancing regional collaboration and attracting foreign investments into the country’s tourism sector.

Among the possible initiatives, he suggested improving cross-border facilities among ASEAN countries, such as implementing an electronic pass (e-pass) system for visitors from ASEAN nations.

"Close cooperation among member states will indirectly allow us to establish dedicated counters or an ASEAN Fast Lane at entry points, including airports and ports.

 “The implementation of the e-pass system will also expedite travel procedures for ASEAN visitors and facilitate enforcement agencies in monitoring border entry and exit points more efficiently," he said.

Additionally, to enhance security, he said member countries could develop a digital platform for data sharing among authorities and relevant agencies to address security issues and track tourist movements.

"Sharing tourist data also provides advantages, including identifying popular destinations and monitoring the number of visitors to a particular country within a specific period," he noted.

He also recommended that ASEAN countries establish university-level collaborations to collect data on tourism trends and industry developments to help boost tourist arrivals to Southeast Asia.

HEALTHY COMPETITION

Meanwhile, Dr Izwan Harith Md Ithnan, a senior lecturer in the Management with Tourism Programme at Universiti Sains Islam Malaysia (USIM), said continuous regional cooperation is crucial in fostering a competitive yet healthy environment among ASEAN nations.

Therefore, he said ASEAN members should dismantle existing barriers, including national policies, as long as they do not compromise security and sovereignty, to nurture a sense of solidarity beyond borders.

 “In the context of ASEAN unity, Malaysia must take proactive steps and fully leverage this opportunity to strengthen regional integration, in line with its role as ASEAN chair this year.

 “Malaysia should act as the 'key' to this unity while demonstrating its commitment as a driver of sustainable tourism development in the region, thereby fostering a spirit of togetherness among the 10 ASEAN member states,” he said.

Tourism Malaysia, in a recent statement, said it is intensifying efforts to promote tourism by carrying out more strategic sales missions in Malaysia’s border areas with Singapore, Thailand, Indonesia, and Brunei.

The agency said this initiative is expected to create more collaboration opportunities and strengthen   Malaysia’s position as a leading tourism destination in ASEAN, in line with the upcoming Visit Malaysia Year.

MUSLIM-FRIENDLY TOURISM

Expanding on the topic, Izwan Harith said one of the key ASEAN tourism products that could be promoted collectively is Muslim-friendly tourism, a sector currently spearheaded by Malaysia.

He highlighted Malaysia's undeniable popularity among Muslim travellers in the region, citing its achievement of being named the Best Muslim-Friendly Holiday Destination in the Global Muslim Travel Index (GMTI) 2024 for the ninth consecutive year.

 “This prestigious recognition is further reinforced by Malaysia being declared the Best Muslim-Friendly Destination among Organisation of Islamic Cooperation (OIC) countries for the second year in a row by CrescentRating and Mastercard at the Halal in Travel Awards held in Singapore last year.

“This success is driven by the accessibility and reliability of the various Muslim-friendly facilities and services in Malaysia, such as prayer spaces, halal food, and Muslim-friendly accommodations,” he said.

He added that Malaysia continues to offer enriching experiences to Muslim travellers by providing Muslim-friendly tourism packages that also connect visitors with Islamic culture, including art, heritage, and traditions.

 However, he pointed out that Indonesia and Thailand are also offering similar products, and as the leader in this sector, Malaysia must strategically leverage this opportunity to position ASEAN as the world’s premier Muslim-friendly tourism destination.

According to him, this can be accomplished by pooling the strengths of ASEAN countries while ensuring Malaysia maintains its distinct appeal, thereby promoting ASEAN as a prime Muslim-friendly tourism market.

 “In short, Malaysia must continuously improve its products and services to maintain its leadership in this market, while also showcasing ASEAN’s unique advantages as a must-visit destination for Muslim travellers,” he said.

Translated by Salbiah Said

— BERNAMA