Kota Kinabalu: The Malaysia Chinese Tourism Association (MCTA) is calling for a stronger two-way tourism strategy as Malaysia steps up efforts under Visit Malaysia 2026, with greater emphasis on attracting international visitors while continuing to promote outbound travel.
MCTA National President Patrick Law said international travel fairs such as the MITM Travel Fair should not only encourage Malaysians to travel overseas but also serve as platforms to bring more foreign tourists to Malaysia, particularly Sabah.
“Although MITM is focused mainly on outbound products, we have always believed that tourism should be two-way. Healthy tourism development should be based on two-way exchanges and mutual benefit,” he said during the opening ceremony on Saturday.
Patrick said Sabah was well positioned to benefit from greater international tourism flows, given its world-class natural attractions, diverse culture and strategic position as a gateway to Asean and Southeast Asia.
He noted that international flight connectivity to Sabah had been growing alongside the recovery in tourism demand, with more than five charter flights already operating directly to Kota Kinabalu from destinations including Chongqing, Hainan and Guizhou.
“We also hope tourism is two-way. Besides bringing Malaysians to China or other countries, we also hope to bring foreign tourists into Sabah,” he added.
He said international travel fairs could help facilitate this exchange by bringing together travel agencies, airlines, cruise companies, hotels and tourism organisations to showcase destinations, promote products and establish new business connections.
Patrick also noted that MITM had, since its establishment, focused on bringing together tourism resources, encouraging tourism spending and promoting industry development, while providing tourism players with opportunities to expand their markets.
“This year is an important year for Malaysia as we actively promote Visit Malaysia 2026. We hope to use MITM’s international platform to strengthen communication and cooperation between Malaysian tourism industry players and their counterparts around the world,” he said.
He said MCTA would continue working with the Ministry of Tourism, Culture and Environment, as well as Tourism Malaysia and domestic and international tourism partners to raise the professionalism and international competitiveness of Malaysia’s tourism industry.
He said the association, which has more than 1,900 members, would support efforts to promote outbound tourism while simultaneously encouraging more international visitors to discover Malaysia and Sabah.
“While promoting outbound travel, we also want to actively promote international tourist arrivals, so that more international tourists can get to know Malaysia and Sabah, further supporting the development of the tourism industry and achieving mutual benefit,” he said.
Law also said the industry must continue developing products that match changing international travel trends, including growing demand for deeper travel experiences, independent travel, cruise tourism, ecotourism, cultural tourism and high-quality tourism products.
He urged tourism operators to keep innovating and adapting to market needs to provide travellers with more diverse and valuable experiences, while strengthening cooperation between tourism industries in different countries.
When asked about the impact of higher fuel prices on the tourism industry, Patrick said operators were adapting by offering travel packages at different price points to meet varying consumer budgets.
He said fuel was only one component of overall tourism costs, alongside food, accommodation and transportation, and operators could adjust itineraries and package components according to market conditions.
“Whether you have RM2,000, RM3,000 or RM4,000, there are products to match. What is important is that customers get what they want at a price that offers good value,” he explained.
He acknowledged that higher fuel costs could particularly affect domestic tourists travelling in larger groups, who typically rely on tourist buses and organised tours rather than private vehicles.
He said travellers had gradually become more accepting of higher costs after initially finding them difficult to absorb, as tourism operators adjusted their packages in line with market prices.
“Nevertheless, I hope the Government to consider policies that will help Malaysia remain competitive with neighbouring tourism destinations such as Singapore, Indonesia and Thailand, particularly in attracting international visitors,” he urged.
