Is it Time for a Tourism Rethink in Malaysia?

Malaysia Truly Asia remains one of South East Asia's most enduring tourism campaigns, but Malaysia emerges from successfully suppressing COVID-19 with several question marks over its travel sector. Uncertainty exists for its flag carrier Malaysia Airlines and the region's largest LCC AirAsia, annual arrivals haven't shown significant growth for a decade and both inbound and outbound players await news on border reopening. For now, domestic travel offers a chance for tourism businesses to rebuild confidence among Malaysian travellers, and earn much-needed revenue - but demand currently appears low. This week, Hannah and Gary take a deep dive into the challenges ahead for Malaysia's inbound, outbound and domestic travel sectors, and analyse the entrenched issues for rebooting the nation's vital tourism economy.