Its president, Sri Ganesh Michiel, said while current programmes such as the Geran Sokongan Sektor Kebudayaan and the Geran Sokongan Sektor Pelancongan under Tourism Malaysia are useful, they fall short of ensuring industry readiness.
“Joining fairs is important, but these efforts cannot succeed without the proper promotional materials, digital content, and quality products to showcase (Malaysia),” he said in a statement.
“Smaller operators, such as budget hotels and local tour agents, often lack the funds to prepare effectively. Without direct assistance, their potential remains untapped.”
Ganesh said a direct promotion grant would provide operators with the resources to produce promotional materials, strengthen branding, and boost visibility in both domestic and international markets.
He stressed the need for stronger digital exposure of Malaysian tourism products, with funding for online marketing, social media campaigns, and e-marketplace visibility, adding that a strong digital presence is essential to reaching global travellers in today’s travel landscape.
Ganesh called for special incentives or grants for tourism associations, which he said serve as “frontline mobilisers” for members, ensuring compliance, and driving nationwide participation in campaigns.
He proposed stricter enforcement against unlicensed operators, greater transparency in tourism tax collection at airports and entry points, and the creation of a media promotion grant to support both traditional and digital platforms in promoting Malaysia globally.
Ganesh said investments in human resource development and infrastructure upgrades must also be prioritised to ensure world-class hospitality standards and strengthen Malaysia’s competitiveness.
“The GSSK and GSSP are valuable, but they are not enough on their own,” he said.
“Malaysia must do more by empowering registered players, associations, media and the workforce with direct support, digital exposure, infrastructure development, and incentives.
“Only with this comprehensive approach can VMY2026 achieve its full potential.”
Deputy prime minister Ahmad Zahid Hamidi said earlier this month that Malaysia aims to welcome 47 million foreign visitors in 2026.
Strategies to attract tourists for VMY2026 involve generating demand through enhanced branding and aggressive marketing, as well as boosting visitor traffic through tactical partnerships with airlines, travel agencies, and regional entry points.
Another key approach focuses on specific target markets and high-impact segments such as ecotourism, shopping tourism, and niche attractions designed for particular audiences, he said in a Bernama report.
Malaysia recorded 38 million foreign visitors in 2024, a 31.1% increase from 2023.