MPC Facilitates Discussion To Rebuild Confidence, Increase Productivity and Revenue For The Peninsula’s East Coast Tourism Industry

Malaysia Productivity Corporation (MPC) and Tourism Productivity Nexus (TPN) hosted and facilitated a virtual discussion among the state tourism excos of Pahang, Terengganu, and Kelantan via a webinar entitled Bicara Pelancongan Produktif: Norma Baharu Pelancongan Pantai Timur. The programme was organised by Tourism Malaysia East Coast Region Office, in collaboration with Tourism Pahang, Tourism Terengganu and TIC Kelantan. The webinar aims to address the situation of the tourism industry in the East Coast Region as affected by the COVID-19 pandemic, and formulate marketing strategies to promote the destinations and tourism products in Pahang, Terengganu, and Kelantan in the effort to increase the industry’s productivity and improve tourist arrivals to the three states. The webinar was attended by the three states’ tourism excos as panellists, with industry players and related organisations.

The webinar’s opening remark was delivered by YBhg. Dato’ Dr. Ammar Abd. Ghapar, Senior Director, Domestic and Events Tourism Malaysia. He said that the purpose of organising this webinar is to encourage domestic tourism in the East Coast Region states. “We know that domestic tourism will surge in the near future. Thus, we must take this opportunity to promote the attractions in the East Coast Region. Tourism Malaysia organised this webinar as a platform to discuss and formulate inter-state collaborative marketing and promotion efforts.”

A co-opening remark, delivered by YBhg. Dato ‘Abdul Latif Haji Abu Seman, Director General of MPC assured that, “In line with MPC’s role in driving the productivity of the nation, we are always ready to work with state governments and state-level industry players to encourage productivity growth. As productivity increases, revenue increases, thus improving the socio-economic condition of the local community.”

YB Dato’ Sri Haji Mohd. Sharkar Bin Haji Shamsudin, Chairman of Pahang State Tourism, Environment and Plantation Committee echoes the sentiment, “The tourism industry in Pahang is greatly affected by the impact of COVID-19, in which productivity has declined due to the necessary movement control order at the time. As the country is in the Recovery phase, and domestic tourism begins to see more activities, it is important for the state of Pahang to work with all parties in rebuilding the industry and for the well-being of all states in the East Coast Region.”

YB Ustaz Ariffin Bin Deraman, Chairman of the Tourism, Culture and Information Technology Committee, Terengganu, added: “This virtual discussion is very much welcomed as we understand that it is not easy for everyone to meet physically to discuss matters related to state tourism and how the states in the East Coast Region can formulate strategic partnerships to raise the profile of the tourism destinations here. This discussion will serve as a turning point for the state governments and industry players to move towards a more thriving, blessed, and prosperous East Coast Region.”

A similar confidence was expressed by YB Dato’ Major (B) Hj Mohd Anizam bin Abdul Rahman, Chairman of the Cultural, Tourism and Heritage Committee, State of Kelantan who said that “Kelantan, Terengganu, and Pahang have unique and diversified tourist destinations, attractions and products, whereas especially in Kelantan in many attractions are still unknown to the outside world. Collaboration between the three states will help industry players to boost revenue through inter-state cross-selling of tourism products. ”

The presence of the three East Coast Region state Exco members as panellists gives significance to the industry players who attended the webinar as they have the opportunity to hear and interact directly with the states’ tourism leaders. Champion of Tourism Productivity Nexus (TPN), Mr. Uzaidi Udanis said, “We recognise that there are many tourism products and destinations in the East Coast Region which have high potential but not widely promoted. TPN with MPC’s support initiated the East Coast Tourism Corridor (ECTC) initiative last year to encourage productivity growth and more tourism activities in the three states. Through efforts under this initiative, TPN has successfully built over 50 tourism products in the East Coast Region which are promoted through digital platforms.”

He added that currently the TPN Virtual Advisory Clinic (T-VAC), a virtual advisory service is in progress and more than 150 tourism companies have benefited from the sessions conducted. T-VAC has been launched at the state level in Pahang and Kelantan. He added that TPN and MPC are also developing the Malaysia Virtual Experience (MyVXp) mentoring program as an effort to assist players to gain revenue and upsell their packages through online Virtual Experience tours. Interested industry players may register at to participate in the programme.

“I welcome participation from the tourism industry players in Pahang, Terengganu, and Kelantan to join T-VAC and MyVXp. It is free of charge with the main intention to collaboratively rebuild our tourism industry.”