Diversifying tourism offerings for crisis resilience

LETTERS: The threat of transboundary haze could put pressure on the targets of Visit Malaysia 2026 (VM2026).

AN empirical study of previous crises by the Economy and Environment Programme for Southeast Asia (EEPSEA) found that air pollution could reduce tourist arrivals by up to eight per cent.

This results in direct losses to the sector of more than RM300 million and contributes to losses to the national gross domestic product (GDP) of up to RM1.5 billion.

In light of this, more creative action is needed. One approach worth considering is dynamically changing destinations, or dynamic rerouting.

When a destination has air quality conditions less suitable for outdoor activities, tourists can be offered the option to change part of their itinerary to another more suitable area, based on current air quality information and advice from the authorities.

For example, if an area on the west coast of Peninsular Malaysia is affected, tourists could be offered alternative experiences in other destinations with better air quality, subject to prevailing conditions.

For international tourists, this approach matters because they have already incurred costs for flights, accommodation, and travel expenses.

For domestic tourists, it could prevent an entire holiday from being cancelled simply because one location is no longer suitable to visit.

And when a risk keeps returning, having an alternative plan is no longer simply an option. It becomes part of the preparation.

Thus, the industry needs to have alternative plans in place before disruptions occur.

Malaysia has a diverse range of cultural, culinary and heritage products that can be utilised to reduce reliance on outdoor activities.

These include visits to museums, galleries, science centres, indoor theme parks, shopping centres, cultural performances, craft workshops and cooking classes, which can be incorporated into alternative packages.

During a crisis, communication is just as important as the product itself.

Relevant agencies need to keep tourists updated on which areas are affected, which activities to avoid, and what options are available.

If the information only states that Malaysia is experiencing haze, tourists may assume that the entire country is affected in the same way. This is where technology and data can help.

The development of artificial intelligence and machine learning in the tourism industry enables companies to analyse customer data, identify demand patterns, manage pricing and inventory, and provide more personalised travel recommendations.

In the context of haze, a data-driven approach could help the industry identify demand shifts and offer alternatives based on conditions at different destinations.

In the face of haze, the tourism sector's sustainability depends not only on its ability to attract tourists, but also on its ability to provide meaningful experiences and economic value even when disruptions occur.

AKMAL ADANAN, Senior Lecturer, Faculty of Hotel and Tourism Management, UiTM, Melaka