Kota Kinabalu: The Malaysian Tourism Federation (MTF) is against the proposed niche focus for Langkawi, cautioning that any move to rebrand the island could be counterproductive.
Its President Datuk Tan Kok Liang in opposing the idea said Langkawi had already been successfully promoted to key international markets such as Europe, India, and China over the past three decades.
He questioned the necessity of marketing Langkawi as a “preferred Muslim tourism destination,” highlighting that Malaysia, as a whole, is already Muslim-friendly.
Tan expressed reservations about the rebranding proposal, suggesting that it might not be necessary unless there is a significant need for more tourists in the island’s expansion plans.
He raised concerns about the potential counter-productivity of such a marketing strategy.
Also opposing the idea was Malaysian Association of Tour and Travel Agents (MATTA) President Nigel Wong who echoed similar sentiments, saying that Langkawi’s appeal lies in its sun, beach and ecotourism offerings, which are already well-publicised.
He said rebranding Langkawi as a preferred Muslim destination could alter the island’s perception and promotion dynamics.
Local industry players, including a tour operator named Faisal, highlighted the risks of making the market too niche, emphasising that Langkawi offers attractions that appeal to both Muslim and non-Muslim visitors.
They emphasized the readiness of the entire island to cater to diverse tourism preferences and suggested that the focus should be on promotion rather than narrowing the target market.
Former minister Datuk Zaid Ibrahim also weighed in on the discussion, pointing out existing Muslim tourism destinations in the region and questioning the unique selling points that would differentiate Langkawi as a preferred Muslim destination.
The debate surrounding the rebranding proposal for Langkawi underscores the importance of balancing marketing strategies with the island’s existing appeal to a diverse range of tourists.
The concerns raised by industry players reflect a cautious approach towards altering Langkawi’s established tourism identity.
According to other industry players, Langkawi has established itself as a popular beach destination for international tourists and any move by the government to rebrand the island could be counterproductive.
They also questioned the need to market Langkawi as a “preferred Muslim tourism destination” – as stated in Dewan Rakyat earlier – given that Malaysia is already one.
