The Malaysian tourism industry reached a significant milestone on 10
July 2023, with the official establishment of the Malaysian Tourism
Federation (MTF).
Endorsed by former minister YB Dato' Sri Hajah Nancy Binti Shukri,
the newly formed MTF’s primary goal is to unify member associations,
presenting a single voice to government and stakeholders, addressing
shared challenges for tourism growth.
Former president of the Malaysian Association of Tour and Travel
Agents (MATTA), Datuk Tan Kok Liang, assumes the role of MTF’s first
president. Joining him are representatives from multiple associations,
signifying a comprehensive approach toward inclusive representation.
MTF's fundamental roles and responsibilities encompass various crucial aspects of the tourism industry:
- Unified representation: Balancing diverse interests for the collective benefit of the industry.
- Collaborative solutions: Leveraging resources to tackle common challenges effectively.
- Policy advocacy: Lobbying for favourable regulations and infrastructure development.
- Knowledge sharing: Exchanging best practices among member associations for industry growth.
- Joint marketing efforts: Coordinating impactful marketing campaigns to attract tourists.
- Crisis management: Coordinating strategies during unforeseen disruptions.
- Research and data exchange: Providing insights to inform decision-making processes.
- Stakeholder engagement: Collaborating for sustainable tourism development.
Aligned with Visit Malaysia Year 2026 goals, MTF aims to position
Malaysia as a premier global tourism destination, fostering a
sustainable and thriving industry by collaborating closely with
stakeholders to offer exceptional experiences and hospitality.