Tourism Malaysia Director-General Datuk Manoharan Periasamy believes that food is an essential and powerful driver of tourism. It plays a pivotal role in shaping travellers’ experiences and perceptions of a destination.
UNIQUE CULINARY HERITAGE
“The power of food in tourism lies in its ability to offer authentic and immersive experiences. Malaysia, being a melting pot of cultures, offers a unique culinary heritage that combines Malay, Chinese, Indian, and Indigenous flavours. This diverse food culture is not just about eating; it’s about storytelling,” shared Manoharan.
“Each dish carries a history, a tradition, and a connection to the local way of life. From the aromatic rendang and nasi lemak to the flavourful char kuey teow and roti canai, our cuisine tells the story of our people, history, and identity. These authentic culinary experiences are
what many travellers seek when visiting Malaysia.
“Moreover, food tourism has become a significant part of our strategy to promote lesser-known regions. Initiatives like food festivals, cooking classes, and food trails have been instrumental in attracting tourists to rural areas, helping to spread the economic benefits of tourism more evenly across the country.
“For example, States like Penang and Melaka have long been recognised for their street food, but by highlighting the unique dishes of Kelantan, Terengganu, and Sabah, we can draw attention to the culinary treasures that are off the beaten path, promoting regional tourism.”
HALAL FOOD HUNTING
Manoharan highlighted that attracting Muslim travellers involved more than just offering halal food. Destinations must provide both halal-certified meals and culturally-rich dining experiences.
“Halal assurance is fundamental as it gives Muslim travellers confidence that their dietary needs are respected. In Malaysia, halal certification is overseen by the Department of Islamic Development Malaysia (JAKIM), recognised globally for its stringent standards. This level of assurance can be a major draw for Muslim travellers who prioritise halal dining options.”
Manoharan mentioned the importance of promoting Malaysia’s culinary heritage through food tours, cooking classes, and events like the Malaysia International Halal Showcase (MIHAS), which showcases the best of halal cuisine.
“The ‘Malaysia Truly Asia’ Campaign is a prime example of how we promote the variety of cuisines and the unique blend of Asian cultures that Malaysia offers. This campaign highlights how Malaysia’s culinary scene reflects its multicultural heritage, making it an ideal destination for Muslim travellers seeking authentic and diverse dining experiences.”
He stressed that marketing and communication strategies were crucial for attracting Muslim travellers. Destinations should use digital platforms, social media, and influencers to highlight halal-certified options, cultural stories behind local dishes, and a Muslim-friendly environment. Partnering with Muslim travel bloggers can help amplify their message and reach a broader audience. –R&R
