KUALA LUMPUR, 21 December 2023: Malaysia Tourism Foundation, recognised as a pivotal player in uniting and strengthening the country’s tourism industry, has introduced its first president and board members.
Veteran tourism leader Datuk Tan Kok Liang is leading the federation as its first president, nominated by the Malaysian Association of Tour and Travel Agents (MATTA).
Joining him are representatives from various associations, including the Malaysian Association of Hotels (MAH), Malaysia Budget & Business Hotel Association (MyBHA), Malaysian Inbound Chinese Association (MICA), Persatuan Syarikat Pengendalian Pelancongan Bumiputera (BUMITRA), Malaysian Association Of Theme Park And Family Attractions (MATFA), Malaysian Chinese Tourism Association (MCTA), Malaysia Cruise Industry Association (MCIA), Malaysia Scuba Diving Association (MSDA), Association of Malaysian Spas (AMSPA) & Malaysian Indian Tour & Travel Association (MITTA).
The federation has adopted an inclusive policy and will invite other tourism organisations to join in the coming months.
The Malaysian Tourism Federation (MTF) fulfils a crucial role in the tourism industry by providing a platform for all member associations to unite and speak with a single voice. This unified representation ensures greater impact and effectiveness when addressing government bodies, policymakers, and other stakeholders. By pooling resources and expertise, the federation can tackle common challenges and issues facing the tourism industry, ultimately developing comprehensive solutions.
Established on 10 July 2023, the Malaysian Tourism Federation aims to unite individual independent national tourism associations under one umbrella, providing a unified voice and representation for the entire industry. The initiative dates back to February 2020, when the proposal to establish a federation to represent tourism stakeholders gained the blessing of the former Minister of Tourism, Arts & Culture of Malaysia, YB Dato’ Sri Hajah Nancy Binti Shukri.
Roles and responsibilities of the MTF
- Realignment and Unified Representation: The federation consolidates the tourism industry’s voice and representation, ensuring that individual associations’ diverse interests and priorities are balanced for the greater benefit of the entire tourism industry.
- Collaborative Problem-Solving: By leveraging the combined resources and expertise of its member associations, the federation can address common challenges and find innovative solutions to maximise the growth and development of the tourism industry.
- Policy Advocacy: The federation to advocate for policies that contribute to the overall development of the tourism industry. This includes lobbying for favourable regulations, incentives, and infrastructure development that enhance the tourism environment and attract more visitors.
- Sharing Best Practices: The federation serves as a platform for member associations to exchange knowledge and best practices. This collaborative approach leads to improved operations and the industry’s overall growth.
- Marketing and Promotion: The federation will coordinate collective marketing and promotional campaigns to attract domestic and international tourists and enhance the destination’s image. By pooling resources, marketing efforts become more impactful and effective.
- Crisis Management: During times of crisis, such as natural disasters or health emergencies, the federation will coordinate efforts to manage the impact on tourism and work towards a collective recovery strategy.
- Research and Data Sharing: The federation collects and disseminates industry data, fosters research collaborations, and provides valuable insights to inform decision-making processes.
- Stakeholder Engagement: The federation collaborates with local communities, environmental organisations, and other industries to ensure sustainable tourism development that benefits all parties involved.
