Tiong Launches Mesra Malaysia Campaign, Calls for End to ‘Culture of Authority’ in Tourism Services

14 February 2026

KUALA LUMPUR: Tourism, Arts and Culture Minister Datuk Tiong King Sing yesterday launched the Mesra Malaysia Campaign at KL Sentral, stressing that Malaysia’s tourism industry must be defined not only by visitor numbers and promotional efforts, but also by courtesy, professionalism and human values.

Speaking at the launch, Tiong said he had received numerous complaints from both tourists and Malaysians who claimed they were treated rudely, looked down upon or denied proper explanations when dealing with frontline personnel.

“Our conduct and the way we treat everyone must reflect Malaysia as a country that is genuinely welcoming,” he said, adding that there should be no culture of “exerting authority” in public service.

He emphasised that officers must be ready to serve rather than make members of the public or visitors feel marginalised, and has instructed all heads of departments and ministries to treat the matter with utmost seriousness.

“This is not a minor issue. It concerns the image of our nation,” he said.

Tiong shared that he had personally heard grievances from tourists during walkabouts and ground engagements. Among the complaints were incidents of visitors being scolded at train stations, poorly treated on hop-on hop-off buses, or receiving sarcastic responses when asking for assistance.

“If we fail to manage even these basic matters, how can we convince the world that Malaysia is truly ready to welcome them?” he asked.

As of January 2026, there are 9,498 tour guides registered under the Ministry of Tourism, Arts and Culture (MOTAC). Between 2024 and 2025, a total of 158 Mesra Malaysia training courses were conducted, involving 4,932 frontline personnel.

Tiong said these efforts would be expanded, noting that the current number of trained personnel remains insufficient to achieve the comprehensive change in mindset required across both the public and private sectors.

He stressed that the Mesra Malaysia Campaign is not limited to preparations for Visit Malaysia 2026, but must become an enduring national culture.

“We must be welcoming not only to foreign tourists, but also to our own people, whether villagers coming into the city, customers in shopping centres, or anyone at all,” he said.

Tiong expressed appreciation to frontline agencies and industry players for their cooperation, while calling for continued commitment from shopping centre operators, tour guides, public transport operators, immigration officers, the police and all individuals representing Malaysia.

“A nation’s image is not built through slogans. It is built through our conduct each day. Let us prove that Malaysia is not only beautiful in its destinations, but also beautiful in its hospitality and graciousness,” he added.