Kuala lumpur: The Ministry of Tourism, Arts and Culture (MOTAC) has urged all parties, including the public and private sectors, to play their roles in maintaining the nation's image by adopting a more sincere and professional "Mesra Malaysia" culture. Minister Datuk Seri Tiong King Sing emphasized that unfriendly staff, including incidents involving tour bus drivers and public transport workers displaying rude behavior towards foreign tourists, should not be tolerated.
According to BERNAMA News Agency, Tiong expressed concerns over the national image potentially being tarnished and perceived as unprepared or unfriendly. He stressed the need for immediate changes in attitude, highlighting the ministry's efforts to enhance the quality of front-line tourism workers. Tiong made these remarks at the launch event of the Mesra Malaysia Campaign in the capital today.
As of January 2026, a total of 9,498 tour guides have registered under MOTAC, with 158 training series conducted involving 4,932 front-line staff from 2024 to 2025. Despite nearly 5,000 personnel being trained, Tiong noted that the numbers remain insufficient. He encouraged Malaysians to emulate cultures from other countries, such as Japan, where inquiries are handled with respect and politeness, not only towards foreign tourists but also among local citizens.
He also called upon enforcement agencies like the Immigration Department and the Royal Malaysia Police (PDRM) to continue close cooperation with the ministry to ensure the tourism ecosystem remains safe and friendly for all visitors.
In related developments, MOTAC plans to engage with shopping mall operators and business premises to ensure their staff do not show favoritism towards tourists. Regarding foreign tourist arrivals, Tiong informed that engagements with international airlines are underway to increase flight frequency to Malaysia.
Detailed information about the additional flight schedules is expected to be announced soon. The event also featured the presentation of Mesra Malaysia badges to representatives of front-line staff from various sectors, symbolizing their commitment to practicing friendly service values at the operational level.
A symbolic event of affixing Mesra Malaysia Campaign magnetic stickers on involved vehicles was also held, marking the campaign's implementation on the ground, including strategic collaborations with e-hailing service companies as a moving promotional medium.
Malaysia recorded 42.2 million tourist arrivals in 2025, providing a solid foundation for achieving the target of 47 million visitors under the Visit Malaysia Year 2026 campaign (TMM2026).