I WAS delighted when reading the heading of a report “Making tourists feel safe is our top priority, says MATTA Melaka Chapter”.
Malaysian Association of Tour and Travel Agents (MATTA) Melaka Chapter Chairman Goh Hock Gin said his team is working closely with government departments and enforcement agencies to strengthen safety measures and boost traveller confidence ahead of major tourism campaigns.
The historic city is gearing up to host key events for Visit Malaysia 2026 (VM2026), and also the World Tourism Day on Sept 27, plus World Tourism Conference from Sept 27‒29.
After unveiling the VM2026 promotional vehicle stickers on July 8, Goh said, “In conjunction with both major tourism events, MATTA has launched the ‘Tourism Safety Awareness Seminar’ to ensure that safety remains at the core of our tourism revival efforts.”
“Today’s seminar is not just about procedures but about restoring trust with holidaymakers. We want every tourism player to prioritise security, hospitality and professionalism. By putting safety first, we are also strengthening Malaysia’s global image as a leading travel destination.”
“This sticker is not just about branding. It is a promise to tourists that the tourism operators adhere to the highest standards of safety and service.”
Using vehicle stickers for campaigns reminds me of patrol cars displaying “No Bribery” on their rear windscreen many years ago.
There were also campaigns to train and brand metered taxi drivers as tourism ambassadors, but many continued to decline un-lucrative trips or fix fares.
If business operators were to be asked, they would claim to place safety first. However, this could easily be debunked if they have not taken any of the five critical steps needed to ensure safety, not just for customers, but also for their workers, bystanders and the public at large.
While facilitating the module “Preparing for Future Shocks” in the Travel and Tours Enhancement Course (TTEC) for tour and transport operators, I would remind participants that safety starts with planning, followed by implementation, operations, monitoring and also conducting timely reviews.
Similar to responsible tourism, safety is not just something nice to have but must be incorporated into all activities and services. In fact, it should be part of the company’s DNA and make its corporate culture, not relegated as an option or slogan.
Over the years, I was pivotal in developing the module on “Safety and Security of Tourists” and also the “Contingency Plans Workshop”.
The litmus test to determine how much organisations give priority to safety is whether they have prepared plans to manage all kinds of contingencies.
Chances are, almost all have not, including large and small tour operators. I have introduced contingency planning into TTEC for participants to learn the seven key steps. It is a lengthy and comprehensive process requiring many weeks or even months to be fully complete.
In a situation when there are two equally good bidders with similar pricing and service, the better choice would be the one with superior contingency plans or over the other without. Why?
Any organisation that has contingency plans in place would have identified all the risks or things that could possibly go wrong and taken measures to reduce such probability or eliminate them if possible.
And if any untoward were to happen, the contingency plans would be activated.
Those on site could access the contingency plans stored in their phone and immediately take the crucial first steps to contain the disaster and notify key personnel swiftly.
Any delay could turn a minor incident into a major catastrophe. Safety management includes prevention and response. ‒ July 10, 2025
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 Focus Malaysia.
Main image: Bernama
