Tourism industry veteran Tan Kok Liang said the tourism investment zones are “a golden opportunity to bring investment, upgrade infrastructure, and create meaningful economic opportunities, especially in secondary and rural destinations”.

The 13th Malaysia Plan has identified 43 areas that could be turned into special tourism investment zones in conjunction with Visit Malaysia Year 2026.

Tan, a former president of the Malaysian Association of Tour and Travel Agents, said the tourism plans in the 13th Malaysia Plan were a strong framework for the tourism industry. He called for more resources for training and improving the skills of frontliners such as tour bus drivers, tour guides and even rural operators.

Tan also called for tax incentives for domestic tourism and for micro-financing and upskilling for creative and cultural entrepreneurs. Most of these entrepreneurs operate on a small scale but offer tourists high-value, authentic experiences, he said.

He also proposed the establishment of an independent tourism development board or observatory to coordinate inter-agency efforts, monitor compliance with sustainability guidelines, and support policy decisions.

“Malaysia’s tourism sector is rebounding strongly, but now is the time to shift from recovery to reinvention. The 13MP gives us a good map but we must make sure we have the right people behind the wheel, and all states moving in the same direction,” he said.

Penang Tourist Guides Association president Clement Liang welcomed the focus on sustainable tourism. However, it was equally important for tour guides to practise sustainable tourism, ensuring the protection of the environment when conducting tours.

The 13MP had stated that the government will monitor and measure the sustainability of tourism areas based on sustainability principles, to meet international standards.