The basis of tourism is perception of otherness, of something being different from the usual.
LUCY M. LONG, AMERICAN LECTURER
For the first nine months of this year, 20,109,203 foreigners entered the country and stayed more than seven nights on average. The number included 7,868,755 Singaporeans and 929,789 Bruneians, which came to more than their country’s population, as many of them visited Malaysia more than once.
Contrary to the assumption that tourists from neighbouring countries that came in by road do not spend much, Singaporeans and Bruneians were in fact the biggest spenders after Saudis, based on average expenditure per person per day.
While headcounts are important, tourism receipts are far more valuable. For the first nine months of this year, total expenditure by tourists from Singapore were RM16.3 billion, China RM12.8 billion, Indonesia RM8.6 billion, Thailand RM2.8 billion and India RM2.5 billion.
They were spent on shopping (35.2%), accommodation (21.6%), food & beverage (12%), local transportation (7.8%) and others combined (23.4%). Upon arrival, tourists need reliable land transportation, comfortable room to spend overnight, good food and drinks to enjoy, and great shopping which Malaysia has plenty to offer.
The above are fundamental requirements and everything else comes secondary, playing only supporting roles, including promotional events planned for Visit Malaysia 2020. Whether tourists visit Malaysia repeatedly or vow not to return depends on the experiences they had.
Encounters can be good or bad from the people they meet, particularly service providers and frontline staff. It could also be due to actions or inaction by top management in major organisations, such as facilities at entry/exit points of our country.
Overall, Malaysia has done very well indeed, as most foreigners to Malaysia are repeat visitors. Amazingly, 97.3% of tourists knew about our country from their own experience, and 97.6% have also heard through friends and relatives who have visited Malaysia.
Another astonishing fact is 50.5% have friends or relatives living in Malaysia!
This acquaintance and family connection ought to be further explored and fully exploited as such bonds are more effective than money spent on mass advertising. The public suffers from information overload and automatically switch off when advertisements are bombarded at them.
Moreover, advertising through the mass media, whether print or electronic, static display or mobile, are easily drowned out by many commercials doing the same and targeting a general audience. They give a false sense of belief or hope of reaching out to millions of people.
Holding many local promotional events or activities during Visit Malaysia 2020 create the impression to both visitors and locals alike that we are busy catering to the influx of tourists, forgetting that they are already here and greater focus ought to be those outside the country.
As such, we should make better use of Malaysians and foreigners residing in the country and find creative ways for them to attract their overseas friends and relatives to visit Malaysia. Similarly, tourists in the country are our best ambassadors to recommend their fellow citizens to visit Malaysia.
While information can easily be dismissed or forgotten, feelings are of vital importance and often unforgettable. It may cost nothing to smile at someone, but the memory of a sweet and sincere smile can sometimes last forever.
The authorities and tourism industry players ought to recognise the importance of creating magical moments for tourists, and service providers must take delight in pleasing customers and always serve with a smile.
People are the greatest assets of any country and likewise at tourist destinations. Visitors will certainly feel welcomed if residents happily go out of their way to greet and assist tourists, instead of ignoring their presence.
Service providers and frontline staff must be eager to establish eye contact and wave at visitors without waiting for them to approach or come nearer. These few seconds can easily turn an ordinary encounter into an extraordinary one for both parties by starting off at the right footing.
Experience at any tourist site can become more positive or negative from the interpretations of service providers and perceptions of visitors, and not so much on facilities and attractions. Hence, the importance of training and treating all frontline staff as a lady or gentleman, and they in turn treat all customers as very important persons.
This is particularly challenging when courtesy is learned by rote in the fifth principle of Rukun Negara and seldom practised. Without showing courtesy to everyone, there is no customer service or corporate culture.
A good start will be learning about communication skills and customer service in Mesra Malaysia, an official programme rolled out in conjunction with Visit Malaysia 2020 and beyond.
The views expressed are those of the author and do not necessarily reflect the official policy or position of the New Sarawak Tribune.
