KUALA LUMPUR, July 15 (Bernama) -- ‘Spice & Soul of Malaysia’, a gastronomy and culture-driven initiative, has the potential to stimulate the country’s food and beverage (F&B) segment and contribute to national economic growth.
Tourism Malaysia Deputy Director-General (Promotion II) Lee Thai Hung said that last year, the export value of the segment recorded a 16.1 per cent increase, with the total reaching RM17.19 billion.
“Programmes like ‘Spice & Soul of Malaysia’ not only help market more local food products internationally and domestically but also have the potential to attract more visitors.
“We are also encouraging greater participation from industry players, including hotels and restaurants, to showcase the diversity of Malaysian cuisine,” he said at a press conference after officiating the programme here today.
Held for the first time, ‘Spice & Soul of Malaysia’ is a strategic initiative by Tourism Malaysia to promote the country’s tourism campaign for Visit Malaysia 2026 (VM2026), by highlighting its cultural heritage and unique culinary experiences to the world.
Among its highlights is the introduction of Midnight Supper, a late-night dining culture that is part of the Malaysian lifestyle, besides participating hotels featuring ethnic-themed food presentations and decorations.
Five entities are taking part in the programme -- restaurants under the Malaysian Muslim Restaurant Operators Association (PRESMA), Saloma Kuala Lumpur, Hotel Royal Signature, Hotel Saujana, and Ibis Kuala Lumpur.
According to Lee, gastronomy is among the key factors tourists consider when choosing their travel destination.
“When someone travels, food is a primary element they seek. Through the Midnight Supper programme, which highlights Malaysia’s late-night dining culture, we are able to showcase the diversity and uniqueness of our local cuisine to visitors.
“This also helps extend tourists’ length of stay and increase their spending, thereby positively impacting the local economy,” he added.
-- BERNAMA
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