Thailand’s new visa-free entry rule won’t affect Malaysia, say tourism groups
Published on: Saturday, August 03, 2024
By:
FMT, Natasha Busst
On July 15, Thailand expanded its visa-free entry scheme to 93 nations, allowing tourists from these nations to stay in the country for up to 60 days. (Bernama pic)
PETALING JAYA: Thailand’s move to expand its visa-free entry scheme to 93 nations will not make a huge difference in the number of tourists choosing the country over Malaysia, say tourism groups.
Malaysian Association of Tour and Travel Agents president Nigel Wong said the move would likely only create short-term buzz around Thailand without any longer-term impact.
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The scheme, launched on July 15, now allows tourists from 93 countries, up from 57 previously, to enter Thailand visa-free for up to 60 days. Previously, most tourists visiting Thailand were limited to 30 days.
Presently, Malaysia grants 30-day visa-free entry to citizens of China and India, a policy likely to be reviewed at the end of this year.
However, Wong argued that increasing the number of visa-free days will not do much to entice tourists, with most only visiting Malaysia for short periods.
"Travellers – such as those from China and India – come to Malaysia on short trips, lasting about a week to 12 days," Wong told FMT.
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Meanwhile, Malaysian Tourist Guides Council president Jimmy Leong said tourists will typically stay in the country for about a week.
"Only a small percentage of tourists stay longer than that. Therefore, Thailand’s decision to provide longer visa-free tourist stays will not impact Malaysia’s existing tourism market," he said.
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Effective long-term messaging needed
Leong said the main concern for Malaysia’s tourism industry is its lack of competitiveness compared to other countries in the region.
"Countries like Thailand have tourist programmes that encourage longer stays to experience their cultural heritage. We need to identify similar areas for Malaysia so we can promote and sell our tourism more effectively," he said.
Wong also pointed to a lack of effective marketing, particularly in long-term messaging. He said the country has been inconsistent with its messaging in the lead-up to Visit Malaysia Year 2026.
“For example, if Malaysia has a particular theme such as being an eco-tourism destination, the message must be clear and repeated, not just one soft campaign. Visibility is key.
"Take Thailand, for example. Its popularity stems from its proactive messaging and consistent appeal to its market," he said.
He also cautioned against limiting Malaysia’s appeal to a single market segment, suggesting instead that the country be marketed as a friendly and open destination.
Last month, deputy tourism, arts and culture minister Khairul Firdaus Akbar Khan proposed making Langkawi a "preferred Muslim destination" and focusing on niche sectors to enhance Malaysia’s competitiveness for VMY2026.
"Malaysia is a multicultural nation. It is known for that, and any attempt to label or narrowly define its viability to a certain market segment would be very disadvantageous to the country," said Wong.
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