Prime Minister Dato' Seri Anwar Ibrahim launched Visit Malaysia 2026 campaign by unveiling theme song, campaign logo, mascots and aircraft livery highlighted that Malaysia must strike a balance between development and natureto achieve a high quality of work-life while adopting sustainable practices. He wished the impact of VM 2026 would extend far beyond tourism, benefitting urban & rural communitie.
This VM 2026 campaign is in line with the global initiative by United Nations World Tourism Organisation (UNWTO) to promote the role of tourism in rural destinations priortising sustainability and cultural preservation. The “Best Tourism Villages” Initiative goes beyond simply recognising outstanding destinations. It also fosters a global network of rural communities dedicated to sharing best practices, learning from each other, and promoting sustainable tourism development.
As a bonafide of the Perak State, I observed a unique tourism initiative derived from Visit Perak 2024 campaign had gained significant recognition in its cottage industry highlighting the innovative approach to sustainable tourism. This initiative blends local culture and gastronomy, promoting handicraft, environmental conservation and community involvement.
In this context, I am of the opinion that training programs should be extended to local youth, women and the retirees with hands-on experiential learning on countryside tourism products. In addition to getting income as Desa (Village) Tourist Guide, They can also get the chance to participate in local economic and cultural activities such as making traditional food and creative indigenous handicrafts. Countryside or village economies can always link closely with cultural travel, the unique nature and sustainable eco-environment.
Recently, I met Haji Abdul Salim Ishak, Desa Tourism Entrepreneur from the Royal Town of Kuala Kangsar in Perak who said, “The very soul of rural tourism efforts is the ownership of our communities. While we celebrate the overwhelming increase in the number of visitors to our city, we are more fulfilled with seeing our local communities, especially our indigenous women gain pride in their identity, confidence in their skills & capabilities, priortising sustainability in protecting ecology, and become economically empowered.”
As a tourism management trainer, I agree that desa tourism is the soul of rural economy, however, its success is depended, to a great significant extent, on the conditions of destination sites and resources & the support of local government, and the Ministry of Tourism. It had to be understood that achieving sustainable tourismdevelopment for small towns at countryside must be a continuous process.
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