The newly established Malaysian Tourism Federation (MTF) aims to unite individual independent National Tourism Associations under one umbrella, providing a unified voice and representation for the entire industry.
Leading the federation as its first president is veteran tourism leader, Datuk Tan Kok Liang, who was nominated by the Malaysian Association of Tour and Travel Agents (MATTA).
The formation is a significant milestone in the tourism industry.
The initiative was started in February 2020 and has garnered strong support from key stakeholders, with the blessing of then the former Minister of Tourism, Arts & Culture of Malaysia, YB Dato’ Sri Hajah Nancy Shukri.
Joining Tan are representatives from various associations, including the Malaysian Association of Hotels (MAH), Malaysia Budget & Business Hotel Association (MyBHA), Malaysian Inbound Chinese Association (MICA), Persatuan Syarikat Pengendalian Pelancongan Bumiputera (BUMITRA), Malaysian Association Of Theme Park And Family Attractions (MATFA), Malaysian Chinese Tourism Association (MCTA), Malaysia Cruise Industry Association(MCIA), Malaysia Scuba Diving Association (MSDA), Association of Malaysian
Spas (AMSPA) & Malaysian Indian Tour & Travel Association (MITTA).
The federation is an all inclusive federation and will be inviting other tourism organizations to be members in the coming months.
The Malaysian Tourism Federation (MTF) fulfils a crucial role in the tourism industry by providing a platform for all member associations to come together and speak with a unified voice. When addressing government bodies, policymakers, and other stakeholders, this unified representation ensures greater impact and effectiveness. By pooling resources and expertise, the federation can tackle common challenges and issues facing the tourism industry, ultimately leading to the development of comprehensive solutions.
The main roles and responsibilities of the Malaysian Tourism Federation (MTF) includes:
1. Realignment and Unified Representation: The federation is to consolidate the voice and representation of the tourism industry, ensuring that the diverse interests and priorities of individual associations are balanced for the greater benefit of the entire tourism industry.
2. Collaborative Problem-Solving: By leveraging the combined resources and expertise of its member associations, the federation can address common challenges and find innovative solutions to maximize the growth and development of the tourism industry.
3. Policy Advocacy: The federation to advocate for policies that contribute to the overall development of the tourism industry. This includes lobbying for favourable regulations, incentives, and infrastructure development that enhance the tourism environment and attract more visitors.
4. Sharing Best Practices: The federation serves as a platform for member associations to exchange knowledge and best practices. This collaborative approach leads to improved operations and the overall growth of the industry.
5. Marketing and Promotion: The federation will coordinate collective marketing and promotional campaigns to attract tourists, both domestically and internationally, and enhance the destination’s image. By pooling resources, marketing efforts become more impactful and effective.
6. Crisis Management: During times of crisis, such as natural disasters or health emergencies, the federation will coordinate efforts to manage the impact on tourism and works towards a collective recovery strategy.
7. Research and Data Sharing: The federation collects and disseminates industry data, fosters research collaborations, and provides valuable insights to inform decision-making processes.
8. Stakeholder Engagement: The federation to collaborate with local communities, environmental organizations, and other industries to ensure sustainable tourism development that benefits all parties involved.
The Malaysian Tourism Federation (MTF) recognizes the need to balance the diverse interests
and priorities of individual associations to truly serve as a unifying body for the betterment of
the entire tourism industry. Additionally, the federation ‘s policy advocacy will focus on holistic
approaches and frameworks on various crucial aspects, including visa requirements, air
connectivity, funding for tourism players, illegal tourism operators, sales and services tax
(SST) threshold, manpower requirements, luxury tourism vehicles, Umrah travel packages,
tourism infrastructure development, regulations of short-term rental accommodations (STRA), reduction of hotel utility costs, modernisation of the Tourism Industry Act 1992 amongst
others.
“The formation of the MTF marks a significant step forward for the Malaysian tourism industry. We
believe that by coming together as a unified body, we can effectively address the challenges and
opportunities facing our industry. We are committed to promoting sustainable tourism practices,
advocating for policies that benefit the entire industry, and working towards the continuous growth and development of tourism in Malaysia.”
The Malaysian Tourism Federation (MTF) looks forward to working closely with stakeholders,
including the government, policymakers, and industry players, to nurture a thriving and
sustainable tourism industry in Malaysia. Together, they aim to elevate Malaysia as a premier
tourism destination globally, offering unique experiences and warm hospitality to visitors from
around the world towards Visit Malaysia Year 2026.