Tan Sri Mohd Sidek Hassan

Dato’ Dr. Ong Hong PengWhen the going gets tough, the tough get going. This saying appliesto everyone, especially those in the industry. One may wonderhow tough can the tourism landscape get? To fathom, imagine how policymakers and industry players jostled to tackle the issues confronting thetravel industry today. This is the first time in history that the industrywas faced with the global economic slowdown, an infectious diseasepandemic and high fuel prices.In addressing these challenges, the Government has set up a tourism crisismanagement committee comprising industry players, non-governmental associationsand relevant stakeholders to undertakeswift and proactive measures.Numerous initiatives which entail reassuranceand promotion missions, tactical marketingcampaigns, service delivery enhancementsand industry collaboration programmes arebeing implemented. These initiatives are tomitigate concerns about security and healthas well as portray Malaysia as a value-formoneydestination. The tourism industryhas received encouraging responses fromthese initiatives.The statistics forAugust indicated thatinternational arrivalssurpassed the milestoneof two million tourists ina month, an increase of10.4% compared with theThe statistics for August indicated that same period last year.international arrivals surpassed themilestone of two million tourists in amonth, an increase of 10.4% compared withthe same period last year. Tourist arrivals from January to August stood at 15.38million, an increase of 4.4% compared with 14.73 million for the same period lastyear. The strong performance demonstrates that Malaysia’s tourism industry isindeed resilient, healthy and thriving.On reflection, this notable achievement is mainly due to Malaysia being a tourismfriendlynation. This is based on the character and charm of Malaysia. Our resilienceas a nation and our hospitality enabled us to weather the storm and to achievegreater heights.The Malaysia Welcomes the World (MWW) campaign, which was introduced bythe Tourism Ministry in 2007, has prepared the country to receive tourists.Conceived to transform Malaysia into a more tourist-friendly nation, its objectiveswere to change the mindsets of Malaysians to not only think tourism but moreimportantly, act tourism.125