Efforts to attract tourists through the organisation of various programmes should be appreciated, particularly those that highlight Malaysia’s rich traditional cuisine, culture, customs and attire, which reflect the nation’s identity.
However, Angkatan Belia Islam Malaysia (ABIM) president Ahmad Fahmi Mohd Samsudin warned that such initiatives risk losing their value when overshadowed by unnecessary controversies, which may blur the intended message.
He stressed that Malaysia’s uniqueness as a tourism destination lies in its diverse cultural heritage, traditions and the identity of its multi-ethnic society—elements that are not commonly found elsewhere.
According to him, promotional strategies that rely too heavily on entertainment forms that do not reflect local identity could erode the authenticity of Malaysia as a culturally distinct destination.
“As such, a more structured and value-driven approach is essential to ensure the country’s image continues to be strengthened as a society that is cultured, principled and respected,” he said in a statement on Friday.
He added that Malaysia should be recognised for its own identity rather than imitating generic forms of entertainment that fail to represent its uniqueness.
Ahmad Fahmi also urged the Ministry of Tourism, Arts and Culture Malaysia to enhance its tourism strategies by adopting a more integrated and value-based approach, particularly in planning programmes nationwide.
He said this includes emphasising content that reflects local identity and establishing clear guidelines to ensure events are appropriate and aligned with current societal values and the aspirations of Malaysia Madani.
ABIM, he noted, believes that balancing economic needs with societal sensitivities is crucial in shaping effective policies, especially amid current challenges that require thoughtful and comprehensive leadership.
While acknowledging tourism as a key driver of the national economy, he said event planning should be carefully evaluated, particularly in light of rising living costs and global uncertainties, to ensure alignment with policy priorities and public perception.
He also raised concerns over tourism activities such as water festivals held in major urban areas, questioning their suitability and the values they represent.
He added that such issues are not confined to a single location but reflect a broader approach in tourism programming that warrants a comprehensive review.
More concerning, he said, is the direct involvement of top ministry leadership in activities such as water-splashing in public spaces, which may not align with the current context and could affect credibility, as well as the government’s commitment to moderation under the Malaysia Madani framework.
He further pointed out that contradictions between calls for fiscal prudence and the organisation of such events could lead to public confusion and undermine trust.
