KUALA LUMPUR: The Perikatan Nasional government is upbeat over plans to rebrand Malaysia as among the 'Top of The Mind Ecotourism Destinations of the World' despite facing a daunting task to revive the tourism sector amid the global Covid-19 pandemic.
The target to place the country among the top ecotourism destination in the world would be driven by the implementation of the National Tourism Policy 2020 – 2030 (DPN2020-2030) which was unveiled and launched by Prime Minister Tan Sri Muhyiddin Yassin today.
In line with the 17 objectives outlined in the United Nations Sustainable Development Goals (UNSDG), Muhyiddin said the DPN2020-2030 was Malaysia's dynamic and strategic plan to revive the tourism industry in the country.
Apart from enhancing the country's competitiveness, Muhyiddin said DPN 2020 – 2030 would serve as a roadmap for Malaysia to build an inclusive and sustainable tourism sector that is prepared as well as resilient against future disasters.
"The policy will be implemented through six core strategies namely governance transformation, establishing inclusive tourism investment zones, intensifying tourism digitalization, enriching the experience and satisfaction among tourists, strengthening commitment towards building sustainable tourism as well as increasing human resources capacity within all tourism sub-sectors," said Muhyiddin.
He said this in his special address at the launching ceremony of the policy which was held fully virtual today.
Elaborating on the implementation of the DPN2020-2030, Muhyiddin said the government is targeting to lure more local and foreign investors by boosting cooperating between the public and private sectors through the Special Tourism Investment Zones.
For the country to achieve the target as outlined in the DPN2020-2030, Muhyiddin said it was imperative for the tourism sector to be developed based on digital technology.
"Technology development will strengthen the industry's network apart from paving the way for new innovative sub-sectors within the tourism sector that will subsequently create more business and employment opportunities.
"Hence, technology-centred tourism development is encouraged," he said.
As a responsible government, Muhyiddin said, the federal administration under his leadership was also responsible to ensure a balance between stimulating development and preserving as well as maintaining the country's national treasures including its environment, culture and heritage.
Citing the projection made by world tourism organisation and local economic body, Muhyiddin said the government was aware of the challenges ahead that the country has to navigate in order to revive its tourism sector.
"United Nations World Tourism Organisation (UNWTO) in its forecast said it will take between two and four years for the global tourism industry to recover.
The government was also informed by the National Economic Action Council (MTEN) that it will take at least four years for us to revive the industry.
"Four years is a long period which will certainly unfold major challenges to those directly and indirectly involved in the country's tourism sector.
"Apart from the on-going efforts to end the pandemic, there are opportunities available for us to improve the quality of our delivery service. This can be achieved through optimizing the use of technology such as video conferencing and non-physical contact (cashless) transaction as well as embracing the new normal without affecting the potential of tourism industry," he said.
At the end of his speech, Muhyiddin urged all parties to work closely with the Tourism, Arts and Culture Ministry to ensure that the objectives outlined under the DPN2020-2030 could be achieved.
"It is our shared responsibility to ensure the tourism product developments remain sustainable, competitive and inclusive as indicated under the DPN2020-2030." he said.