Groping In The Dark Will Not Uplift Tourism In The State

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IT was interesting to read a report on the replies and suggestions made during the recent sitting of the Perak state assembly on the state government’s efforts and challenges in promoting tourism in conjunction with Visit Malaysia Year 2026.
Tourism, Industry, Investment and Corridor Development Committee chairman Loh Sze Yee said that efforts to promote Perak as a tourism destination for international visitors are being hampered by the lack of foreign language proficiency among tourism industry personnel.
He stated that language proficiency is very important and that our officers need to be able to communicate in multiple languages, and at the same time, tourists should have access to information in languages they understand.
Meanwhile, state opposition whip chief Datuk Seri Zainol Fadzi Paharudin argued that language should not be seen as a major barrier to attracting tourists, pointing out that tourism continued to thrive in other countries despite limited foreign language proficiency.
Using Thailand as an example, Zainol said many locals do not speak English but yet the country records high tourist arrivals daily, adding that language alone should not be used as an excuse.
He suggested that the government focus on organising signature events in Perak annually, similar to past events such as the Royal Belum Drum Festival and the International Poetry Festival in Pangkor, which consistently attracted international visitors.
I have no doubts the above perspectives are backed by official data, standard reports presented by senior government officers, and theories expounded by tourism academics.
And it is also a common practice by federal and state government agencies to organise tourism festivals to attract more visitors.
But continuing with such narratives and activities will not uplift international tourism in the state to the desired level.
What is needed more is common sense, which is often in short supply. The first mistake is looking at tourism on a superficial level, treating it like a single entity when it is highly heterogeneous.
There are two distinct phases that should not be mixed up, and both must be successful for tourism to develop in the state.
It starts with attracting visitors and then delivering great customer service. But unlike business negotiations, language proficiency by the frontliners matters less than their genuine warmth and friendliness.
To succeed, tourism personnel must be trained on customer service that includes visual, vocal and verbal communication skills.
As much as 93% of interpersonal communication depends on body and facial expressions, plus the tone of their voice, with only seven percent on the choice of words and language used.
(Image: The Star)In the past, many tour groups from Japan, South Korea, Germany, France and Italy required local tourist guides to speak their language, as many of these passengers were elderly.
But this has gradually changed over the years, and is no longer a necessity, as most travellers today have learned English in schools and universities.
Thanks to local Chinese schools in Malaysia, we were never short of Mandarin-speaking tourist guides catering to tour groups from China and Taiwan.
However, the quality of English-speaking guides, especially the younger ones, can be better. As in all businesses, mastery of English will serve us well in the international arena.
In any case, the percentage of those travelling in tour groups is relatively low, as most tourists today are free independent travellers, with many of them booking their own flights and accommodation, relying on e-hailing for road transport, and also using their smartphones for navigation, information, translation, and transaction.
The number of foreign tourists attracted to local festivals are relatively tiny. Moreover, there are thousands of similar festivals and events all over the world, region or in our country to choose from.
Festivals may draw a large number of locals, which is fine, but unlikely to attract many international tourists with very limited time.
Ultimately, the most important considerations for foreign tourists are safety, security, comfort and convenience in getting essential services, such as transport, accommodation, food and beverage.
Sightseeing, attractions, and festivals are only secondary, as many have watched more spectacular videos and photos on their phones.
Finally, destinations that want to develop tourism must have officials and tourism undergraduates to obtain vocal or verbal feedback from many tourists throughout the year to find out exactly the main purposes of their visits, the experiences they liked and disliked, and what would make them return or recommend to others.
Surely this is more effective than guessing and taking all the trouble to organise what we think will attract international tourists.
Frontliners too should not treat foreign visitors like passing ships in the night, never to see them again. Instead, they should make genuine friendships with visitors they serve, hoping to see them again.
Such hospitality by our country is best described as Mesra Malaysia, and for the Silver State as Mesra Perak.
Together with convenient and safe transport, comfortable and affordable accommodation, great food and beverage, plus health and wellness centres for rejuvenation, will make such visits unforgettable experiences.
YS Chan is master trainer for Mesra Malaysia and Travel and Tours Enhancement Course and an Asean Tourism Master Trainer. He is also a tourism and transport business consultant.
The views expressed are solely of the author and do not necessarily reflect those of  MMKtT.
- Focus Malaysia.

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