Is domestic tourism here to stay?

Badaruddin Mohamed

The covid-19 pandemic has taken a great toll on the global economy and the tourism sector has been one of the worst hit sector. For Malaysia, the lock downs that limit the movements of people across state lines and within states have, at one time, almost crippled the tourism and hospitality sector until it was lifted and Malaysians and those residing in Malaysia are allowed to travel but must always observe the strict Standard Operating Procedures required by the Government like wearing a mask, registering oneself when entering premises, as well getting your body temperature checked. The short lock down in Malaysia had caused a number of hotels to be shutdown, both temporary, but some permanently. Some suspect that the closing down of hotels is a strategy engaged by the management to forlough staff to avoid paying the high costs of maintenance and the staff salaries. Some of these hotels are expected to reopen once things are back to normal. Airlines and cruises are badly affected. The national carrier, Malaysia Airlines is deeper in red while the budget airlines like Airasia and Malindo air have to restructure their core businesses. Airasia for example, has to widen its online business offerings by diversifying its products. To survive the turmoil, both airlines have to reduce their forces significantly. The closure of national borders to outside visitors has resulted many countries, Malaysia included, to resort to domestic tourism. Suddenly, various promotions, strategies and incentives are introduced to lure domestic to travel within their country. Until the end of 2019, tourism development, policy, and marketing have been directed towards bringing as many as possible international tourists to this country, while the domestic travelers were taken for granted. Today, the tourism authority is talking about the importance of domestic tourism. This pandemic at least has brought our attention to our own domestic travelers. Yes, we can see now popular destinations like Penang, Melaka, Redang, Cameron Highlands, and Genting Highlands, are enjoying growth in the visitors numbers especially during weekends. I can only hope that the local tourist players are not taking the domestic visitors for granted like it used to be. If we fail to learn from the past mistakes of not according the local tourists with respect and appreciation, we will soon lose them again, once the international borders are open. Like any other tourist market, we can only retain the local market if they are satisfied with our products which include hospitality and price. If not, Malaysians will start booking their flight tickets to Hanoi, Bali, Phuket and many other destinations, once the dust of the pandemic is settled and borders are open. Copyright Badaruddin Mohamed