The food and beverage subsector is now a critical driver contributing 16.3% to the country's tourism industry. It has evolved from mere food consumption into a form of experiential tourism that has integrate culinary interaction, cultural heritage & local identity. According to Professor Dr. Hajah Nor Khomar Ishak, the Founding President of Tourism Educators Association of Malaysia (TEAM), “The culinary or F&B serves as a major subsector that serves as the fundamental pillar of our national tourism. High-impact programs such as Malaysian Kitchen and the recognition of Kuching as a as a UNESCO Creative City of Gastronomy strengthened Malaysia's position as an attractive global destination. A holistic development framework should be integrated for culinary innovation.”
In our conversation, Dr. Nor Khomar, who obtained a PhD in Hospitality and Tourism Management from the Faculty of Business of Virginia Tech in the United States, who is former Professor at the Faculty of Business and Accountancy of University of Malaya (UM), revealed, “Key Culinary Tourism Experiences, include (1) Guided Food Walks & Trails: Immersive street food tours in the multi-ethnic neighborhoods like KL's Chinatown & Little India, or structured district food trails across states like Penang, Melaka & Sarawak; (2) Cooking Workshops & Cultural Immersion: Hands-on classes learning spice-grinding, traditional rendang preparation, or wrapping local delicacies; (3) Food Festivals & Market Tours: Exploring traditional traditional wet and night markets such as Pasar Payang Terengganu for local palm sugar (nisan nyor) & artisan snacks; (4) Muslim-Friendly Gastronomy: Specialized halal food trails, dietary compliance & dedicated state-focused culinary.”
In support, Entrepreneur Halik, the owner/operator of KIMIDU Community Cafe at Aura Residence Putrajaya, added “Iconic State Cuisines & Signature Dishes are scattered all over the country: In Johor for laksa Johor, briyani gam, kuih kole kacang & mee Muar; Kelantan & Terengganu for nasi kerabu, nasi dagang, ayam percil, keropok lekor & singgang; Kedah & Perlis for nasi daging air asam, itik basmah, ayam golek pedas & bihhun soup utara; Pahang for ikan patin tempoyak; Melaka for asam pedas & Kristang cuisine Portuguese traditional sugee cake: Negeri Sembilan for gulai daging salai makan lemakcili padi; Penang for asam laksa, char koay teow, Hokkien mee & nasi Kandar; Sabah & Sarawak for laksa Sarawak, bubur pedas, mee Tauran, hivana, and ambuyat/linut.”
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