Tourism Minister Calls for Higher Hospitality Standards during Visit Malaysia 2026

19 January 2026

PENANG: As Malaysia accelerates it's efforts for Visit Malaysia 2026 (VMY 2026), the hospitality industry must focus on service quality, people-centred practices and consistent visitor experiences to strengthen the country’s global tourism image, said Minister of Tourism, Arts and Culture Datuk Seri Tiong King Sing.

In a Facebook posting he said destinations such as Penang play a crucial role in shaping first impressions of Malaysia for international and domestic visitors alike, stressing that every detail, from heritage, food and service standards to overall visitor experience, matters as the country positions itself for the flagship tourism campaign.

Tiong was speaking at the grand launch of Iconic Marjorie Penang, a newly opened hotel that he said reflects thoughtful design, a strong identity and a deep connection to Penang’s rich cultural heritage.

He noted that well-designed properties must be matched by equally strong service culture to meet rising visitor expectations.

“Hospitality today is no longer defined by buildings or star ratings alone,” he said. “It is about people, service culture, accountability and genuine warmth.”

He emphasised that the industry must be prepared to respond professionally, transparently and responsibly when guests raise concerns, adding that service recovery, leadership presence and frontline staff empowerment are essential, not optional.

The minister also called on hospitality players to review long-standing practices and rigid procedures, saying policies should support hospitality rather than limit it.

A more people-centred and service-oriented approach, he said, would enhance Malaysia’s reputation as a welcoming and competitive destination.

Tiong further highlighted the importance of proper maintenance, timely refurbishment and regular upgrading of hotel facilities to ensure guest comfort and safety, while protecting the image of Penang and Malaysia as quality tourism destinations.

“Guests should be treated with respect at every level, and management must always be ready to step forward when needed,” he said.

He encouraged the team behind Iconic Marjorie Penang to continue raising standards, translate strong concepts into consistent service excellence and serve as a positive benchmark for the hospitality industry, congratulating them for contributing to Penang’s growth and Malaysia’s tourism future.