Countries in South-East Asia should come together as a united front to promote the region as a single tourism powerhouse, Johor Mentri Besar Datuk Onn Hafiz Ghazi says.
He said the region’s shared history, diversity and cultural richness provided a strong foundation for closer collaboration, especially at a time when global tourism trends were shifting rapidly.
“Imagine if we all come together, if we all work together, this region can truly become a big tourist destination.
“The sheer numbers can really help boost tourism activities here in South-East Asia,” he said after launching the 2nd Southeast Asian Tourist Guides Conference at Persada International Convention Centre in Johor Baru.
Onn Hafiz said tourism in the region had undergone a remarkable transformation over the past decade.
“The rise of the middle class, growth of budget airlines and digitalisation of travel experiences have reshaped how the world connects with our region.
“From ancient temples and tropical islands to vibrant cities and living heritage, South-East Asia has become one of the world’s most sought-after destinations, creating millions of jobs and empowering countless local communities.”
However, he said, the region still had a lot to work on.
“Despite our progress, the journey ahead is not without challenges.
“The recovery from the Covid-19 pandemic has been steady but uneven.
“At the same time, there are global headwinds, including slower arrivals from China and economic uncertainties in Europe and the US.
“This reminds us that the tourism industry must continue to adapt, innovate and learn.”
With digitalisation shaping how travellers chose destinations, tourists were no longer seeking to merely “visit places”, but were instead looking for stories, authenticity and human connection, he highlighted.
“From social media storytelling to real-time translation apps and digital marketing platforms, technology has become the heartbeat of modern tourism.
“However, amid this transformation, the human touch of tourist guides remains irreplaceable,” he emphasised.
Tourist guides were instrumental in bringing history to life and ensuring that visitors left with not just memories, but a deeper understanding and appreciation of the places they visited, Onn Hafiz noted.
“In any successful tourism ecosystem, the government creates the vision, operators market their experience.
“But, it is the tourist guides who deliver the promise.
“You are the itinerary managers, the guardians of authenticity and agents of sustainable development.”
Tourist guides, he said, played a crucial role in supporting local businesses, promoting responsible tourism and helping to sustain the very heritage that attracted visitors to the region.
“You make Johor not just a destination, but a gateway to a more connected, inclusive and sustainable South-East Asia,” he said, expressing hope for continued regional cooperation and future collaborations.
The Mentri Besar said Johor had invested heavily in improving its tourism infrastructure, including the upgrading of heritage buildings, museums and eco-tourism sites, some of which were expected to be completed early next year.
