Sustainability in Tourism in Malaysia: 11 Questions for the Director of Tourism Malaysia, Rosman Bin Ahmad

Rosman Bin Ahmad, director of the Tourism Malaysia in Frankfurt about Malaysia's biodiversity and how ecotourism can help conservation. Learn in the Interview also how you can make your trip both varied and in harmony with Malaysian nature.

Question 1: Can you tell us a bit about yourself and your role in tourism in Malaysia?

My name is Rosman Bin Ahmad and I have been the Director of Tourism Malaysia Frankfurt since March 2019. Since then, I have been working with partners and friends of Malaysia to attract more travelers from Germany, Austria, Poland, Switzerland, Czech Republic, Hungary, and Slovakia to our wonderful country.

Meanwhile, I have been working for Tourism Malaysia for more than 25 years and already know the European market from my time in the Netherlands. From 2008 to 2012, I was the director of Tourism Malaysia in The Hague, responsible for the BENELUX markets. From 2013 to 2018, I returned to our headquarters in Putrajaya, Malaysia, to work in the promotion department and purchasing. I have also gained experience in human resources, media affairs and international market promotion at Tourism Malaysia since 1991.

I have degree in Mass Communications (major in Public Relation) and also graduated with a Master of Science in Management.

Question 2: What goals do you attempt to achieve with your work?

My goal for now is to restore tourist arrivals from my markets to Malaysia better than the pre-pandemic era. Or at least to bring back the tourism trend from my market as usual. I need to play an active role to bring back tourist from this part of the world to Malaysia.

I believe our consistency and constant presence in the market, even during the border closure, paid off in the end, as we were able to immediately work with our partners again and implement successful campaigns.

Question 3: What is the importance of tourism for the local community?

In Malaysia, around 3.5 million people work in the tourism sector. People who represent our country to travelers from all over the world and give a face to our diverse population and culture. So, for us in Malaysia, tourism is also an important means of expressing our traditions and heritage and ultimately passing them on from generation to generation. Furthermore, tourism is an important industry and generally part of our everyday life. The importance of tourism as an economic sector is correspondingly high, which is why we promote tourism comprehensively and throughout the country to give all our residents who work in the tourism sector the best possible support.

Question 4: Is sustainable tourism entirely accepted in Malaysia's tourism industry?

Yes. Sustainability and ecotourism have always been an important part of Malaysia's tourism strategy and will continue to be so in the future. Due to the natural diversity of our country, these aspects were virtually ingrained in us and practiced long before they became a travel trend. Over millions of years, Malaysia's rainforests have produced an enormous variety of flora and fauna and are home to countless unique species of mammals and birds. Scientists estimate that our rainforests are home to about 20% of the world's animal species. This makes Malaysia recognized as one of the world's biodiversity hotspots and listed by "Conservation International" as one of 17 countries considered "mega diverse".

In 2015, we laid another important foundation in sustainability and preserving our natural world. We are proud that on September 25, 2015, at the United Nations General Assembly in New York, Malaysia joined 192 other heads of state and government in adopting the "2030 Agenda" for sustainable development. It is a global commitment to more sustainable, resilient and inclusive development with 17 Sustainable Development Goals (SDGs) and 169 targets. The Sustainable Development Goals are the blueprint for a better and more sustainable future for all, including Malaysia and our tourism sector. They address the global challenges we face, including poverty, inequality, climate change, environmental degradation, peace and justice.

Question 5: What makes Malaysia a pioneer in terms of sustainability?

In addition to signing "Agenda 2030", we have taken other steps in Malaysia in terms of sustainability and ecotourism.

The 5-year development plan from 2016 to 2020 was specifically focused on developing the ecotourism sector to further increase the tourism industry's contribution to the economy. Strategies include upgrading and developing sustainable and environmentally friendly ecotourism infrastructure, improving supply, capacity building, and implementing best practices for sustainable tourism development, marketing, and promotion.

One of the main focuses is to improve the synergy between ecotourism and conservation. Strategies in this focus area include the following:

- Improving high-level policy synergy among agencies responsible for managing, supporting, protecting, and promoting ecotourism;

- Establishing a Malaysian community-level ecotourism network to improve representation and share best practices;

- Consolidate research through the reestablishment of educational research centers in selected national parks;

- Develop and showcase key ecotourism sites as excellent models for synergy between ecotourism and conservation;

- Expanding special interest ecotourism through world-class guiding and interpretation, including the expansion of homestays as a starting point for ecotourism.

Malaysia offers countless nature reserves and national parks nationwide where visitors can enjoy Malaysia's pristine natural wonders. With this impressive offering, Malaysia was and is ready to welcome a new generation of sustainable travelers!

Important examples of sustainable tourism products in Malaysia are Danum Valley, Tabin Wildlife Resort and Mount Kinabalu.

Question 6: Can you explain Malaysia’s sustainable vision in 3 words?

The overarching framework for this is Malaysia's National Tourism Policy 2020-2030, which is based on the three pillars: Competitiveness, Inclusion and Sustainability.

Question 7: Some products benefit from tourism more than others. Are there particular tourism products that should be put in the spotlight to let those locals benefit from tourism as well?

One of our most successful sustainability product is the community-based tourism program we call the “Malaysia Homestay Experience”. It offers participants the opportunity to experience the authentic Malaysian way of life through our food, culture and festivals, and daily life activities. This is an important component in bringing more remote areas or areas less visited by tourists to the attention of travelers. And at the same time will help the economy of the local people.

With Malaysia Homestay Program, operators of the homestay (the villagers itself) provide tourist the experience of life in a “kampung” or traditional villagers. The kampungs involve in the homestay program are committed to ensure that visitors experience first-hand village-style living. All kampungs taking part in the homestay program are carefully selected and comply with strict guidelines from the government to bring the best of local experiences of authentic Malaysia to tourists.

The activities the tourist engages in are all authentically Malaysian, including preparation of food using traditional methods, going to the orchard to harvest fruits, or feeding livestock in the farm. Spend time with the host’s children after they return from school and indulge in traditional past-time games. Alternatively, one can explore the natural surroundings. In the evening, join cultural dances, musical performances, or even mock weeding.

Malaysia homestay service providers are taken through the certification process by the tourism ministry, preserving the experience of traditional Malaysia charm ensuring the spirit of Malaysia hospitality is kept alive.

Question 8: What do you think your country does well and where does it still have room for improvement when it comes to the development of tourism?

As far as tourism is concerned, we are very proud that Malaysia enjoys a good image in the world, mainly because there is no mass and package tourism in our country. Our diversity convinces travelers from all over the world with different needs and interests. Especially in terms of nature tourism and adventure vacations, Malaysia has a lot to offer. For example, our national parks are home to many rare and endangered species, including the rare Malayan Tiger, Malayan Tapir and Asian Elephant, which are protected there. The country also has excellent infrastructure, including healthcare and transportation, as well as tourist facilities such as hotels and restaurants. Speaking of restaurants, our country's cuisine is another highlight that travelers appreciate. The various culinary influences from all over Asia and Europe produce a unique variety of flavors. And in all these aspects, the local population is always taken into account and included. Above all, we attach great importance to fair wages in tourism.

In the future we would be happy if direct flights from Germany to Kuala Lumpur would be introduced to make traveling to Malaysia even more comfortable and to enlarge the market. For this purpose, we are in constant exchange with our airline partners. In addition, we want to place an even greater focus on topics such as community tourism and the stories of our people in the future. In this way, we can also set ourselves apart from other countries in Southeast Asia in the long term.

Question 9: Tourism in Malaysia plummeted during the pandemic. Will tourism recover, and could it perhaps be an opportunity for change?

We are very optimistic that we will be able to return to previous tourist arrivals. The restart was a complete success and since then travelers have been flocking to our country. We have been experiencing a further increase since August 1, 2022, when all previously applicable COVID-19 conditional entry regulations were lifted. Since then, tourists have been able to enter Malaysia without any proof of testing or vaccination. Another important step in terms of recovery.

But even during the closure of our national borders, a lot has happened in the tourism sector. Many service providers, hotels and DMCs have taken the opportunity to renew and innovate, for example, in terms of infrastructure and facility renovation, replacement of technical equipment and systems, and implementation of hygienic preventive measures to protect guests and staff. We are also pleased that many new hotels have opened with the Restart to take advantage of this momentum.

Question 10: Malaysia still has numerous secret tips and hidden corners. What makes the country particularly exciting for tourists?

Malaysia is pure diversity: on the one hand, imposing mosques, historic temples and modern skyscrapers await in Kuala Lumpur, on the other hand, the traditional way of life of the primitive peoples in the jungles of Borneo. Add to this breathtaking beaches, fascinating underwater worlds, one of the oldest rainforests in the world and wild mountain regions - Malaysia is a country full of contrasts and a vibrant salad bowl of different cultures. For as diverse as the country itself is its warm-hearted population: Malays, Indians, Chinese and other ethnic groups live peacefully together here. In short, there is something new to discover at every corner and every step you take in Malaysia. Many of our regions are still real insider tips and vacationers can explore the beauty of our country off the beaten tourist track. In addition, there is an excellent infrastructure, from transportation to medicine. So, Malaysia can cater to all types of travelers, whether backpackers, families with children, solo travelers, outdoor enthusiasts, sun worshippers or luxury vacationers.

Question 11: If you had to explain in one sentence why people should come and visit Malaysia, what would you say?

Malaysia is all of Asia in one country - our slogan "Malaysia Truly Asia" is no coincidence - and promises pure variety for all kinds of travelers.

If you want to learn more about this unique country, check out www.malaysia.travel/ or subscribe to Tourism Malaysia on Instagram and Facebook. Here you will find even deeper insights into the world of the Southeast Asian country.

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