Tourism:ourism, Arts and Culture Minister Datuk Seri Tiong King Sing today urged shopping mall operators, retailers, hoteliers, travel agents, and other industry stakeholders to work closely with the government to strengthen Malaysia's shopping tourism ecosystem. He emphasized the importance of collaboration in creating more attractive and memorable experiences for visitors, with the goal of positioning Malaysia as a leading shopping destination in conjunction with Visit Malaysia 2026 (VM2026).
According to BERNAMA News Agency, Tiong's speech, delivered by Deputy Tourism, Arts and Culture Minister Chiew Choon Man at the Malaysia Shopping Malls Association Awards Gala Dinner, highlighted the significant role of shopping in Malaysia's tourism industry. He noted that shopping malls have evolved into comprehensive destinations that combine retail, lifestyle, culture, food, and entertainment, offering the industry opportunities to provide visitors with experiences beyond conventional shopping. This aligns with the government's objective under VM2026 to make Malaysia a leading shopping destination.
Tiong emphasized that shopping tourism extends beyond purchases, focusing on the experiences and memories visitors create. He suggested that sales campaigns like the Malaysia Mega Sale and Malaysia Year-End Sale could boost both tourist and domestic spending while offering local businesses and talents platforms to showcase their products. Additionally, he pointed out that festive celebrations and cultural activities at shopping malls could introduce visitors to Malaysia's rich heritage, customs, food, arts, and lifestyle.
To remain competitive and attract more visitors, Tiong urged shopping destinations to continuously enhance their services, convenience, and innovation. The event was also attended by prominent figures such as Sunway Group founder and chairman Tan Sri Dr Jeffrey Cheah, Malaysia Shopping Malls Association (PPK) founder and advisor Datuk Ngeow Voon Yean, PPK Malaysia president Phang Sau Lian, and Malaysian Association of Theme Park and Family Attractions (MATFA) president Tan Sri Richard Koh.
The gala dinner celebrated the achievements and contributions of shopping malls and industry players with awards recognizing Best Experiential Marketing, Top Sustainability Practices, and PPK Malaysia Legacy Awards.