Although Georgetown and Malacca were recently added to the Unesco World Heritage list, the accolades could fall short if the country’s tourism industry as a whole does not undergo a major revamp.

Pointing out the rapid shift in travel patterns and tourist attitudes worldwide, Penang Tourism Attractions Association (Atap) chairperson Eddie Low stressed that the country’s tourism industry must initiate a long overdue paradigm shift “to stay relevant in the international market.”

“Otherwise, we will become a dinosaur destination, fade into oblivion and become a bad example for tourism-economy management,” he told Malaysiakini when asked about tourism prospects in the country following the double Unesco recognitions gained last week.

penang world heritage town 140708 01 About 21 million foreigners visited the country during Visit Malaysia Year 2007, with Penang getting 3.4 million tourists, half of them foreigners.

The numbers, however, are small compared to the whopping 92 million tourists Thailand welcomed last year.

Although the government wants international tourists to not only visit the country but stay and spend money, most foreigners use Malaysia, especially Penang, as a stopover destination before moving on to Thailand or Indonesia.

“Surely something is seriously lacking in our tourism industry if we fail to attract them,” said Low, cautioning that Malaysia would soon vanish from the international tourism market if the trend continues.

He reminded industry players, from both the public and private sectors, to reinvent and restrategise to keep up with rapidly changing industry dynamics by upgrading and adding value to existing products, attractions and facilities, besides developing new viable ones.

For instance, Penang and Langkawi could make better use of their natural resources as tropical islands, while cities like the Klang Valley should be enhanced as top international hubs for business travellers.

“We can also develop and market our forests, waterfalls and beaches as eco-tourism products. These are natural gifts that need to be nurtured and promoted worldwide,” stressed the Atap chief.

Emulate Hong Kong Tourism Association

He also suggested that more direct flights be arranged between international destinations and airports in the country. More chartered flights should also be arranged to bring in tourists from countries suffering from extreme winter and summer seasons such as the Middle East and Europe.

thaipusam batu caves 250105 expats Existing cultural tourism events such as , Chingay, the dragon boat race, and Phor Thor Hungry Ghost festival must not only be enhanced but promoted and marketed aggressively to attract foreigners.

“We have to maintain our current niche market and explore new territories,” Low stressed, adding that relevant state and federal tourism policies must always be guided by tourism industry players and stakeholders.

Pointing out the Hong Kong Tourism Association as an ideal example to emulate as the association is driven by the private sector with funds from the public sector, he said the federal government should steadily fund the leading tourism hubs of Penang, Malacca and Langkawi.

“The tourism industry should be above politics,” he said. “Our policies from now must be specific, focused and target the dual strategies of attracting more tourists and increasing tourist dollars.”