Adopting this standardized terminology will enable ASEAN countries to align their tourism statistics with international standards, allowing for more accurate comparisons and improving the quality of collected data. This is particularly relevant in regions with high levels of intra-regional tourism, where traditional distinctions between "tourist" and "excursionist" may be less clear due to geographical proximity and frequent short visits.
In addition to terminology unification, ASEAN is working on developing a regional Tourism Satellite Account (TSA). The TSA is a statistical tool that measures the economic impact of tourism in terms of contribution to Gross Domestic Product (GDP), job creation, and other key economic indicators. Implementing a regional TSA will provide a more comprehensive view of tourism’s role in ASEAN economies and assist policymakers in designing better-informed strategies for sustainable sector growth.
In response to concerns about the accuracy of tourism surveys, Minister Tiong assured that extensive studies have been conducted at various entry points, including airports. These surveys aim to monitor visitor numbers from countries such as China, Arab nations, and Singapore, ensuring that the data collected is precise and reflects current tourism trends in the region.
On another note, the Minister addressed the progress of the promotional video for the "Visit Malaysia 2026" (VM2026) campaign. He noted that some states have not yet provided information on their tourism attractions, delaying the video's production. As a result, ministry officials have had to visit these locations personally to gather the necessary data. The approximately 30-minute-long video is scheduled for release on February 26 and will showcase Malaysia’s tourism offerings, divided into five zones covering all states in the country.
The VM2026 campaign is a key initiative to promote Malaysia as a top-tier travel destination in the coming years. The goal is to attract 20 million international visitors and generate significant revenue to boost the local economy. The promotion will focus on Malaysia’s rich cultural diversity, natural wonders, and unique experiences for tourists worldwide.
However, the campaign has faced criticism. The previously released teaser video was questioned for omitting mosques while highlighting other religious sites such as Batu Caves and Christ Church Melaka. Minister Tiong clarified that the teaser was only a brief preview for the logo launch and that the full video will present a more balanced representation of various places of worship and cultural heritage sites across the country.
The adoption of a unified terminology and the implementation of advanced statistical tools reflect ASEAN’s commitment to strengthening its tourism sector. These measures will not only improve data accuracy but also facilitate cooperation among member countries, enabling the development of more effective policies and joint marketing strategies that will benefit the entire region.
