KUALA LUMPUR – Trust must remain the foundation of Malaysia’s tourism industry as the country prepares for Visit Malaysia 2026, says Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing.
Addressing the MATTA Membership Summit 2026 this morning, he said tourism growth would be meaningless if standards and public confidence collapse.
“Tourism is built on trust. When trust is strong, visitors choose Malaysia with confidence, recommend us to others and return.
“But when trust is broken, even one bad case can damage the reputation of the entire industry,” he said.
Tiong welcomed the Malaysian Association of Tour and Travel Agents’ (MATTA) TRUST initiative, describing it as aligned with the ministry’s commitment to safety, service quality, integrity and consumer protection.
He cautioned that unrealistic pricing, over-promising and poor delivery ultimately hurt tourists, operators and Malaysia’s global image.
“Profitability must go hand in hand with responsibility. Reasonable pricing, honest offerings and quality service are the foundations of a sustainable tourism ecosystem,” he said.
The minister also called for an urgent upgrade of tourism products, noting feedback from international markets that some destinations are still offering the same products as they did a decade ago.
“To remain competitive, we need new experiences, new destinations and stronger platforms. Cultural tourism and Malaysia’s diverse food heritage — where every state has its own identity — must be better showcased,” he said, stressing the need for closer collaboration between the ministry, state governments and industry players.
Tiong said Malaysia must present itself to the world as one united tourism family, adding that differences in views should not hinder collective progress.
“We must move forward together to protect tourists, strengthen the industry and elevate Malaysia’s reputation globally,” he said.
On Umrah travel issues, he clarified that the ministry’s recent measures are aimed at restoring public confidence and protecting consumers, not penalising legitimate businesses.
Following rising complaints, MOTAC has introduced a RM250,000 guarantee requirement for outbound travel agencies, with a transition period until May 15. The ministry is also engaging the Ministry of Finance to explore insurance guarantee options to support the industry.
“These measures are necessary to safeguard consumers and the credibility of our tourism sector,” he said.
Tiong stressed that MATTA plays a critical role in shaping the market and visitor experience, calling the association’s responsibility in upholding standards “serious and significant”.
He added that Visit Malaysia 2026 should not be viewed as an endpoint but a milestone.
“Success will not be measured solely by visitor numbers, but by the quality of experiences delivered, industry resilience and long-term benefits to communities and the national economy,” he said.
Tiong expressed confidence that through collective commitment, Malaysia can build a tourism industry that is responsible, competitive and trusted. -MalayaDailyToday
