Will Concrete Actions Be Taken After Expounding Emotional Tourism

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DURING a talk at the Malaysia-China Summit 2024 on Dec 18, Song Hoi-See, the founder of global airport lounge operator Plaza Premium Group, called on the government to tap into ‘emotional tourism’ as traditional tourism attractions such as shopping and food were outdated.
He said “It’s no longer just about food or sightseeing. We need a catalyst to bring people in, something that resonates emotionally. We have so much untapped potential. Look at Melaka, with its deep Peranakan heritage that started in the 15th century when Hang Li Po married a Malay sultan.”
Song said despite the stories’ potential to create powerful connections, they are not utilised, adding that the country needs to focus on emotional tourism.
He further quipped that even Malaysia’s king of fruits, the durian, was insufficient to attract Chinese tourists, and visitors now seek experiential activities.
Song deserves respect and admiration, as he is one of the most successful in tourism, having introduced the world’s first independent lounge in 1998 at the Kuala Lumpur International Airport at its opening, and then went on to operate the largest network of global airport lounges.
But how useful is his call on the government to tap into emotional tourism and that traditional tourism attractions such as shopping and food are outdated? Will the Malaysia Tourism Promotion Board make drastic changes in its promotions and strategies honed over the years?
(Image: Nikkei Asia)But first, what is emotional tourism? It starts with a feeling of wishing to be in another place to enjoy what we want and choosing a destination to fulfill them, then travelling there to soak in the experience, and the memories will determine whether to return for more or recommend to others.
As people are more emotional than rational, successful advertisements and promotions appeal greatly to emotions, which creates a connection between a product and a consumer that leads to higher interaction and participation with the brand or destination.
In recent times, the term ‘experiential tourism’ has been bandied about as if tourism was devoid of it in earlier years.
Song says shopping and food, even durians, are insufficient to attract tourists from China. But the top three expenditures are on shopping, food and accommodation.
The greatest experience for those who have never tasted durian is to put the fruit into their mouths for the first time. It will be a climax for those who love it or hate it, and an anti-climax for those without a strong feeling for or against the unique taste, smell, and texture of durian fruits.
As for daily meals, most tourists would have buffet breakfasts at their hotels, which is convenient and normally included in the guest room pricing. As for lunches and dinners, some may try one or two types of foods found only locally and not elsewhere, but not for all the meals.
Tourists from China may try bak kut teh for just one breakfast or lunch but for other meals, they prefer normal Chinese foods, albeit with localised flavours.
Many opted for foods they are accustomed to and dined in one of the large number of restaurants operated by Chinese nationals.
Therefore, we must continue to promote Malaysia as a shopping and dining haven and offer a wide variety of foods and drinks that are of great value, plus affordable accommodations from the cities to the countryside, from the islands to the mountains, and from resorts to homestays.
However, we can add events with great emotional appeal to draw more tourists to our country, and they can range from contemporary to historical.
For example, Taylor Swift’s Eras tour held from March 2023 to December 2024 across five continents grossed more than US$2 bil in ticket sales.
It was reported that the Singapore Government offered subsidies of up to S$4 mil for each of the six shows held on the island in March 2024 in exchange for Swift agreeing not to perform elsewhere in Southeast Asia during the Eras Tour.
It was a bold investment that the local tourism industry benefited massively, as the concert generated half a billion Singapore dollars in tourism revenue.
Huge crowds from around the region were drawn to such concerts and fans were prepared to pay for the emotional experience.
The historic city of Melaka had long been using its historical ties with the Ming Dynasty and the expeditions by Admiral Zheng He, who made seven voyages from China down to Southeast, South, and West Asia and reached as far as East Africa between 1405 and 1433.

With Encore Melaka putting up its first show in 2018, more than 2,000 people can be seated on a 360-degree rotating platform and transported into the stories presented in the dramas and enjoy world-class performances blending light, shadow, music, dance, folklore, and history.
Drama and music based on history and culture strike a chord deep in our souls and will long be remembered and entrenched as part of our psyche.
Great musicals require amazing performers and unending rehearsals. But total costs are high and require sponsorship as ticket sales will not be enough to cover.
However, the payoffs from attracting large audiences would be worth it and benefit local tourism greatly.
Are our authorities capable of tapping into emotional tourism? We can talk until the cows come home, but without concrete actions, inspirations and aspirations will not become realities.
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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