MOTAC Calls For Stronger ‘Mesra Malaysia’ Culture To Protect Nation’s Image

KUALA LUMPUR, Feb 11 (Bernama) -- The Ministry of Tourism, Arts and Culture (MOTAC) has urged all parties, including the public and private sectors, to play their part in preserving the country’s image by embracing a more sincere and professional “Mesra Malaysia” culture.

Minister Datuk Seri Tiong King Sing said that a few instances of staff being rude to foreign tourists must be addressed immediately and could not be compromised.

“We do not want Malaysia to be seen as unfriendly country. Such behaviour needs to change immediately,” he said when met at the launch of the Mesra Malaysia Campaign in the federal capital today.

He was commenting on the ministry’s efforts to strengthen the quality of services provided by tourism frontline staff.

Meanwhile, Tiong said that as of January 2026, a total of 9,498 tourist assistants had been registered under MOTAC, with 158 courses conducted from 2024 to 2025 involving 4,932 frontline workers.

“Although almost 5,000 have been trained, this number is still not enough. We want Malaysians to emulate countries such as Japan, where every question is answered with respect and courtesy, not only to foreign tourists but also to fellow locals,” he said.

Tiong also urged enforcement agencies, including the Immigration Department and the Royal Malaysia Police (PDRM), to continue working closely with the ministry to ensure Malaysia’s tourism ecosystem remains safe and welcoming to all visitors.

In a related development, he said that MOTAC planned to hold meetings with operators of shopping malls and commercial premises to ensure that tourists were treated respectfully and without discrimination.

On efforts to attract more foreign tourists, Tiong said that the ministry was engaging with international airlines to increase the frequency of flights to Malaysia.

He added that detailed information on the additional flight schedules was expected to be announced in the near future.

The event also witnessed the presentation of Mesra Malaysia badges to representatives of frontline workers from various sectors as a symbol of their commitment to practising friendly service at the operational level.

Malaysia recorded 42.2 million visitor arrivals in 2025, providing a strong foundation to achieve the target of 47 million visitors under Visit Malaysia 2026.

--BERNAMA