AFTER opening the ‘Tower Walk 100’ and the 25th anniversary celebration of the Kuala Lumpur Tower on Tuesday, Tourism, Arts and Culture Minister Datuk Seri Nancy Shukri again called on industry players to create new tourism products to attract more visitors.
While the minister was spot on in regards to the objective, the call is unlikely to yield much tangible results, since such calls have been repeated over the past decades.
While the ministry has formulated the National Tourism Policy 2020-2030 and continuously engaged with other government agencies, it could only facilitate the tourism industry but not provide services to customers, which could only be delivered by industry players.
Depending on viability, large tourist attractions or accommodations could be opened or closed. Such huge investments are decided by informed decisions through internal feasibility studies that include operational challenges and changing trends.
But doing business is both an art and science. While guided by facts and figures, the outcome could also be determined by emotions and mindsets, starting with the attitude of the employees. The art is to subtly amplify the good feelings of customers so that they have a great experience.
As for the role of tour operators, most of the services they provide for foreign tourists are transfers to and from the airports, hotels, convention centres, resorts and other cities. But such transport services could also be provided by public buses, taxis or e-hailing rides.
It is in sightseeing tours where tour operators have the forte. But then again, if it is limited to stopping at various attractions and shops around the city, a good taxi or e-hailing driver could also do the job much to the satisfaction of most visitors.
As it is, the quality of a sightseeing tour is very much dependent on the competency of the tourist guide, usually a freelancer. But if tour operators are more creative, they could design the tour different from the rest by introducing novel activities and useful information.
After all, the itinerary is decided by the tour operator, not the tourist guide who has to follow the route and given instructions, as it is the tour operator that must take full responsibility of the entire service, including the tour bus even if chartered.
Tour operators should realise that their role goes beyond linking up the services of all suppliers into a package, such as chartering tour vehicles for transport, hiring freelancers to provide guiding service, booking hotels for accommodation, restaurants for meals and so on.
But they are largely clueless and will remain so if they continue to operate in silo. Even if they were to discuss among themselves, they will be dismissive of new ideas.
Just like government agencies have long been using labs to brainstorm, present and discuss ideas, theories, techniques and methods, tour operators must also get together in workshops to work on ideas that may seem crazy previously but may well work under the new normal.
What is lacking or holding back tour operators is courage, not ideas. Many are too shy to put forward new proposals or afraid to experiment. It is time they open their minds, listen and learn what they can from each other and give lesser importance to top-down lectures.
Finally, our weakness is not marketing and promotions, as our country and products are well known but offering more of the same is like water over a duck’s back. Digital marketing may reach a wider audience, but results would be similar.
We may have plenty to offer but many need to be repackaged or new elements added to spice things up. For example, people everywhere are naturally proud of their own culture, and they would be more interested if we could connect their culture to ours in any presentation. – Dec 15, 2021
YS Chan is Asean Tourism Master Trainer for travel agencies, master trainer for Travel & Tours Enhancement Course and Mesra Malaysia (both programmes under Ministry of Tourism, Arts and Culture). He is also a tourism and transport industry consultant and writer.
The views expressed are solely of the author and do not necessarily reflect those of Focus Malaysia.
