Dr Yasmeen Yasim, the Deputy Secretary-General (Tourism) at the Ministry of Tourism, Arts and Culture Malaysia, explains why nature and authenticity are the core of the Malaysian tourism strategy.
You are present for the first time at ITB Berlin. What are your impressions?
I had heard a lot about ITB Berlin. My first impression is that it is a very good platform, very lively. There is so much creativity about the way countries present themselves. For Malaysia, ITB Berlin is the main gateway to European markets and the best trade fair in which to participate. Malaysia has been exhibiting here for over 50 years, as our first participation was in 1972!
Why is nature tourism an important part of Malaysia’s tourism strategy?
Promoting nature has always been a major focus in our National Tourism Policy 2020-2030, with sustainability at the core of our tourism initiatives. For example, after Covid, we realised even more that we could not go against Mother Nature. We now focus on heritage, traditions, culture, communities and sustainability, with the idea of attracting more high-yield tourists.
What strategies are being put in place to make Malaysia a more eco-friendly destination? How is the public responding to these efforts?
As the federal ministry responsible for tourism, we are encouraging our states to move toward sustainability. Changing mindsets is never easy, but change is necessary to be better and come back stronger. Authenticity is the key to returning visitors. When it comes to authenticity, a good example would be Batu Puteh, Kinabatangan, Sabah, which received a UN Tourism Award in Best Tourism Villages in 2021. The local community is very much invested in practicing sustainability, and visitors can feel their sincerity. Due to their love for their heritage and community, some even send their children to higher education in related fields. When they graduate, they will return home to contribute to the community.
