KUALA LUMPUR – Malaysia’s tourism success must be reflected not only in arrival numbers but also in the way people are treated, says Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing.
Launching the Mesra Malaysia (Friendly Malaysia) Campaign at KL Sentral today, he stressed that attitude, service quality and human values are just as important as promotional efforts in strengthening the country’s image.
“Our own conduct and treatment towards others must reflect Malaysia as a truly friendly nation. Tourism is not just about statistics. It is about how we make people feel,” he said.
Tiong revealed that he has received numerous complaints from both tourists and Malaysians who felt they were treated rudely, looked down upon or not given proper explanations by frontliners.
“We cannot have a culture of showing authority. Officers and service personnel must be ready to serve, not make people feel marginalised. I have instructed all department heads and ministries to take this seriously. This is not a small issue — this is about the image of our country,” he said.
He added that during his walkabouts and ground engagements, he personally heard grievances from visitors, including incidents of being scolded at train stations, receiving poor service on hop-on hop-off buses, and being answered in a sarcastic tone when seeking assistance.
“If we fail to manage these basic matters, how can we convince the world that Malaysia is truly ready to welcome them?” he asked.
As of January 2026, there are 9,498 registered tour guides under the ministry. Between 2024 and 2025, a total of 158 Mesra Malaysia training sessions were conducted, involving 4,932 frontline personnel.
However, Tiong acknowledged that the number is still insufficient and said training efforts will be intensified to ensure a comprehensive change in mindset across both the public and private sectors.
He emphasised that the Mesra Malaysia Campaign is not merely a temporary initiative in conjunction with Visit Malaysia 2026, but must become a lasting culture.
“We must be friendly not only to foreign tourists, but also to our own people — whether they are villagers visiting the city, customers at shopping malls or anyone who interacts with us,” he said.
Tiong also expressed appreciation to frontline agencies for their support but stressed that the campaign requires collective commitment from shopping mall operators, tour guides, public transport providers, immigration officers, police personnel and all individuals representing Malaysia.
“A nation’s image is not built through slogans. It is built through our daily attitudes. Malaysia must not only be beautiful in its destinations, but also beautiful in its hospitality and heart,” he said. -MalayaDailyToday
