PATA Malaysia Taylor's Student Chapter (PATA MTSC) co-organized a HEX Talk Tourism Series 2022: Rebranding Domestic Tourism

Written By YTP-Associate PATA
 
 

Taylor's School of Hospitality, Tourism and Events (SHTE) in collaboration with PATA Malaysia Chapter (PMC) and PATA Malaysia Taylor's Student Chapter (PATA MTSC) hosted its HEX Talk Tourism Series 2022 on 29 March 2022 where the tourism experts discussed the necessity and strategies of 'Rebranding Domestic Tourism'. This HEX Talk Tourism series held recently shared exciting perspectives from the opening remarks addressed by Professor Dr Neethiahnanthan Ari Ragavan, Executive Dean, Faculty of Social Sciences and Leisure Management (FSLM), followed by the keynote speaker, moderator, and panellists. The session's Keynote address delivered by YBhg. Dato' Haji Zainuddin Abdul Wahab highlighted the need to rebrand domestic tourism according to the various tourists' expectations (including customized tour packages, flexibility, less crowded areas, and new norm practices) in line with the international border reopening announcement by the Malaysian government. 


The HEX forum was moderated by YM Tunku Dato' Seri (Dr) Iskandar (Group Executive Chairman of Melewar Group), with an array of distinguished panel speakers such as YBhg. Datuk Musa Hj, Yusof (Chairman of the PATA Malaysia Chapter and Deputy Director General (Promotion) of Tourism Malaysia), YBhg. Prof. Datuk Seri Dr Victor Wee (Professor, School of Hospitality, Tourism and Events, Taylor's University); Ms Hannah Pearson (Director of Pear Anderson, Tourism Research Consultancy Firm) and YBhg. Dato' Thangavelu, the Deputy President of Malaysia Tourism Council (MTC) and President of the Malaysian Indian Tour and Travel Association (MITTA) who discussed the need and strategies of 'Rebranding Domestic Tourism' from various perspectives. YM Tunku who moderated the forum, urged the tourism stakeholders to think more creatively to spur the growth of domestic tourism, even after the country's borders have reopened on 1 April 2022. YM Tunku further pointed out the essential roles of domestic tourism to the national economic force and the necessity to rebrand the domestic tourism strategies by sharing success stories of the Langkawi Travel Bubble and Great Value Holiday packages.

 

Echoing this, YBhg. Datuk Musa Hj, Yusof, the Chairman of the PATA Malaysia Chapter and Deputy Director General (Promotion) of Tourism Malaysia, emphasized the high contribution of domestic/ inbound tourism to the country before the pandemic and encouraged the tourism stakeholder to promote the hidden gems and cultural tourism. Furthermore, YBhg.Datuk Musa Hj, Yusof highlighted the "Smart Partnership' between state government, government agencies, tourism boards, tour operators, local authorities and private institutions to revitalize the tourism industry. 

In line with this, Ms Hannah Pearson, the Director of Pear Anderson, underlined the necessity of focusing on niche market segments while highlighting the conservation and sustainability of the industry. She also shared several examples of countries such as Singapore, Indonesia and Vietnam.

"So, it's time for all tourism stakeholders to be refreshed with innovation and creativity to provide better and satisfactory services for domestic and international tourists from April 2022 onwards", says YBhg. Prof. Datuk Seri Dr Victor Wee. Hence, Prof. Dr Victor Wee welcomed the younger generation's involvement in the tourism industry to understand and meet the potential customers' needs embedded with technology.

Similarly, YBhg. Dato' Thangavelu, encouraged the tour operators and travel agencies to revisit, relook, reconnect, and restart the services in the year 2022. Furthermore, Dato’ urged them to execute various strategies to meet potential customers/tourists' expectations to sustain the inbound tourism industry. Dato’ also underlined the importance of quality partnerships and collaborations amongst tourism stakeholders, including government agencies, tour operators, travel agencies and public and private educational institutions, to generate future human capital with creativity and a digital mindset. 

The 350 participants who attended the HEX Talk consisted of industry experts, academics and tourism students. They were enlightened with the enriching insights at the HEX Talk 2022 Tourism Series. The school would like to extend our sincere gratitude to the invited keynote speaker, moderator, panel speakers and all those in attendance for making the event a success.

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