Upclose with Chua Yee Ling
Chief Executive Officer of Tourism Selangor
Chua Yee Ling from Johor, who was appointed to her current position on 9 January 2025 is no new comer to Tourism Selangor, the tourism promotion agency of Selangor, which is home to Malaysia’s two airports and the gateway to Southeast Asia.
The 42-year-old, who joined the agency in November 2020, is armed with over 15 years of experience in sustainability, advocacy, community development, cultural preservation and tourism planning. Outside of work, she enjoys reading.
How have your four years as Tourism Selangor’s Manager of Industry Development and Business Network equipped you for your current position?
I gained invaluable ground-level insights into the needs of the tourism industry, particularly in stakeholder engagements and strategic planning for sustainable tourism growth. I worked closely with potential investors and tourism operators to promote Selangor as a leading tourism destination. This experience enabled me to build strong networks across both public and private sectors while gaining a deep understanding of the challenges and aspirations of local tourism players. These are the very skills that now help guide Tourism Selangor through this pivotal moment, especially as we deliver a landmark campaign like Visit Selangor Year (VSY) 2025.
The tagline for VSY 2025 campaign is ‘Surprising Selangor!’. How is it different from your previous tagline, ‘Splendid Selangor’?
‘Surprising Selangor!’ reflects the spirit of discovery and the unexpected wonders within our state, from hidden eco-tourism gems to modern entertainment hubs and rich cultural diversity. While ‘Splendid Selangor’celebrated the state’s grandeur for the international market, ‘Surprising Selangor!’ invites exploration and aims to captivate both new and returning visitors with fresh perspectives.
Is ‘Selangor Kan Ada’ a replacement for ‘Pusing Selangor Dulu’? Since this is in Malay, is it targeted at a different market from ‘Surprising Selangor’?
‘Selangor Kan Ada’ complements rather than replaces ‘Pusing Selangor Dulu’. While the latter focused on encouraging domestic tourism post-pandemic, ‘Selangor Kan Ada’ speaks to the confidence and pride in what Selangor offers, especially to the local market, reinforcing that whatever you are looking for, Selangor has it.
Why is SPARK the Fireflies selected as the mascot for the VSY 2025 campaign?
Fireflies are one of Selangor’s most iconic natural attractions, especially in Kuala Selangor and Sabak Bernam. Symbolising not only nature’s beauty but also illumination, inspiration and energy, SPARK the Fireflies reflects our tourism ambitions. It is designed to appeal to all ages and represents the magical experience of discovering Selangor.
How will the Selangor state government’s RM8 million budget to support the VSY 2025 campaign be used for?
The RM8 million allocation supports a wide range of initiatives, including international and domestic promotional campaigns, capacity building for tourism operators, digital marketing, media engagements, iconic events and community-based tourism programmes, all aligned with the goals of our campaign.
How many events has Selangor lined up for 2025 and name some major ones?
We have almost 100 events scheduled throughout the year across all nine districts. Some of the highlights include the recently concluded ‘Festival Sawah Padi Sekinchan’ and the ‘Selangor Mega Food Fest 2025’. These events span across culture, nature, sports and gastronomy to appeal to diverse audiences
The VSY 2025 campaign marks a pivotal milestone in the Selangor First Plan (RS-1) covering 2021-2025. How do you see this?
VSY 2025 is a culmination of initiatives under the RS-1 framework aimed at boosting economic resilience and sustainable growth. It aligns with our focus on inclusive development, digital transformation and the empowerment of local communities through tourism. Throughout the VSY 2025 campaign, we are targeting a focus programme for each district in Selangor to empower local communities while promoting community-based tourism.
How much has the entertainment tax been reduced to support VSY 2025 campaign and foster a vibrant arts and culture scene in Selangor?
The entertainment tax has been reduced from 25% to 10% for foreign performers and from 25% to 15% for ticketed exhibitions. While local artists are also exempt from entertainment tax, this involves selected categories such as arts, culture and live performances. This move aims to encourage more business events and make Selangor a hub for creative and cultural expression.
Tourism Selangor signed a Memorandum of Understanding (MoU) with CUCKOO International (MAL) Berhad, designating the latter as the Official Healthy Home Creator for its VSY 2025 campaign. How does a company principally involved in trading and rental of home appliances, mattresses and furniture, trading of beauty care products, provision of home care services and investment holding activities relate to Selangor’s tourism promotion?
Tourism today goes beyond destinations to include wellness and lifestyle. CUCKOO promotes a healthy lifestyle, which aligns with our goal to position Selangor as a safe, comfortable and health-conscious destination. Their participation also reflects the strength of public- private partnerships in our campaign. Recently, we collaborated with them for the Sama-Sama Kita Terokai Campaign by promoting our new attraction, Terminal Sekinchan.
How does your MoU with Avis Malaysia in the Squad VSY 2025 initiative work?
This MoU enhances tourist mobility by offering exclusive rental packages and discounts for visitors exploring Selangor. Squad VSY 2025 helps ensure seamless travel experiences across key attractions while promoting self- drive tourism.
Two of Malaysia’s major airports or gateways are located in Selangor. How do you plan to tap this for VSY 2025 and beyond?
We work closely with Malaysia Airports and its appointed agency to promote Selangor’s tourism attractions at digital screens and lounges. This includes preferred tourist spots and public events. We not only focus on the airports in Selangor, namely Subang Airport and KL International Airport’s Terminals 1 and 2 but also in other states
How does Tourism Selangor collaborate with the local airlines to promote VSY 2025?
We currently work together with AirAsia Malaysia for in-flight promotions that focus on the Association of Southeast Asian Nations (ASEAN) region and China involving 15 aircraft. Tourism Selangor also develops joint campaigns with other airlines such as Malaysia Airlines and Batik Air Malaysia to promote the state through bundled travel packages, digital marketing and involvement in official events and programmes. These collaborations help us to reach both regional and long- haul markets.
Which are the top markets Selangor is eyeing and why? What strategies have been adopted to woo these markets?
We are focusing on the ASEAN markets such as Indonesia, Singapore, Brunei and Thailand due to their proximity and cultural similarities. We are also targeting China, Japan, India, Europe and the Middle East, leveraging our multicultural appeal and halal tourism offerings. Strategies include trade shows, familiarisation trips, bundled packages and influencer marketing.
A total of RM200,000 tourism grants were given to tourism associations for their contribution to the industry’s development. Who are some of these recipients?
Twenty tourism associations received RM10,000 tourism grants each this year. They include the Malaysian Association of Hotels Selangor Chapter, Malaysia Association of Hotel Owners, Malaysia Association of Tour and Travel Agents Selangor Chapter, Malaysia Chinese Tourism Association, Malaysia International Tourism Development Association, Malaysia Tourism Agency Association, Malaysia Indian Tour and Travel Association, Malaysia Shopping Malls Association as well as the Malaysian Association of Convention and Exhibition Organisers and Suppliers.
The buyers and media of the recent Asean Tourism Forum 2025 hosted by Malaysia went on familiarisation trips to various parts of the country. How many went to Selangor and what was showcased to them?
We hosted 29 buyers and media from across ASEAN. They explored places such as Sekinchan and Gamuda Cove, tourist attractions such as Skyline Luge as well as homestay accommodations like Nazbell Cottage and Garden in Sungai Besar. The participants experienced local cuisine, culture, eco-tourism and community-based tourism products. The feedback was overwhelmingly positive.
Lastly, share with us your trip to the World Expo 2025 in Osaka, Japan, which will be on for six months until 13 October.
We took advantage of this platform to announce our VSY 2025 campaign and scheduled a Selangor Week from 5 to 9 May at the Malaysian Pavilion, showcasing the state’s commitment to a future-ready economy driven by innovation and sustainability. Besides business engagement sessions to attract foreign investment and partnerships, we also have immersive exhibits and cultural showcases to help us meet our target of 8 million arrivals to Selangor and RM11.7 billion in tourism revenue this year.