Upclose with Mint Leong Hoon Min
President of the Malaysian Inbound Tourism Association (MITA)
From tourist guide to tour operator and now the first lady President of MITA, Mint Leong Hoon Min, is always scouting for new business opportunities and trends in the tourism industry.
With 21 years of experience behind her, the 52-year-old managing director of Sunflower Holidays wears several hats, including being the Secretary General of the World Research Travel Organization (WRTO) Malaysia Chapter.
Loving what she does, she will do what it takes to climb the many mountains before her.
Having started your career as a tourist guide in 2003 and later helped set up the Malaysian Women Tourist Guide Association (MWTGA), what are the issues plaguing them that need to be addressed?
Since leaving the tourist guide profession about 15 years ago to become a tour operator, I am no longer involved with MWTGA but noticed that many of the concerns faced by women tour guides are still unresolved. These include having to share a room with the driver and no additional allocation for them when they are leading a group. More initiatives to look into their welfare are required besides providing training and organising activities for them.
How many years have you been involved in MITA?
I have been in MITA for more than 16 years having served as its Vice President of Inbound Tourism, Secretary General and Deputy President.
I was elected as its President on December 23, 2023. When I first joined, it was a very small association led by the veterans in the tourism industry. MITA comprises multi- racial members from various backgrounds and business segments.
How have you benefitted from your years with MITA?
As I grew with the association, getting involved in its various activities and now helming the very challenging presidency position, I was in contact with many local and international players in the tourism industry. This enabled me to garner massive information that helped me to be proactive and conduct research on new projects.
What are some of the challenges that beset MITA, especially after the COVID-19 pandemic?
While MITA’s membership includes travel agencies, retail shops, restaurants, homestays and transport operators, we currently have about 1,800 members but only a third of them are active. We are faced with market challenges and a shortage of data to help us recover faster.
Under your leadership, what are some of the plans you have executed for MITA so far?
Immediately after the annual general meeting of my election at Sama-Sama Hotel KL International Airport, I had a tour arranged for our members to explore Malaysia
Airports’ Fast Track services which offer swift clearance and hassle-free passage with dedicated immigration lanes. The Airport Fast Track also provides meet and greet, baggage assistance, buggy and VIP services and the use of Sky Suite Lounge.
Next on my list was improving the management of MITA and its membership by moving towards digitalisation and the provision of training programmes. We also organised MITA Day for our members in Kedah, Perlis, Kelantan and Melaka.
I always believe in building good relationship with both our members and the industry as well as voicing the issues faced particularly by our members to related organisations and government agencies.
How about collaborations with other parties?
We have been collaborating with other industry players and associations for cross-sector promotions and to create new business models. An example is MITA’s term agreement with Instant Exhibition Sdn Bhd to offer secured digital media rooms powered by KROOM to cater to the needs of travellers and travel agents by providing relevant real-time services.
We aim to protect against scams, fake news, deep fake artificial intelligence, fraud and data breaches with its innovative feature, and also provide a unique virtual space where travel experiences can be enjoyed through digital or physical journeys.
While this partnership will be ending soon, MITA will be entering into a collaboration with Tunku Abdul Rahman University of Management and Technology to create a platform on tourism destination promotion. We will be training those who are keen to discover more about Malaysia’s attractions and how to promote them. This programme will be launched soon to help our members get more prospects and sales.
MITA is 20 years old this year. Any activities lined up to celebrate this milestone?
We are having our 20th anniversary dinner and awards night to honour the outstanding performance and contributions of our long-standing members.
During the pandemic lockdown when cross-border travel was prohibited, how did your Sunflower Holidays’ business survive during this tough and unprecedented period?
We downsized the business and kept expenses low. I continued to travel and scout for unique tourism products that will serve the needs of the new generation of travellers besides focusing on developing my personal skills and upgrading my knowledge on the evolving travel landscape. As a result, I managed to add new business segments.
You were involved in the recently concluded World Research Travel Conference (WRTC) 2024 held outside of China for the first time where Penang played host. Please share how this event came about.
I came to know about WRTO at the end of 2019 when I was invited by its Executive Chairman Yang Zhenzhi to Chengdu and Leshan when the China Chapter was being set up. The Chinese government had made it compulsory for schools to organise research travel every semester for students under its education policy. After going through several days of seminars and discussions, I saw the opportunities for research travel to grow, especially in Malaysia.
Unfortunately, as I moved forward with my plans for research travel, the pandemic halted them. Nevertheless, we managed to form the WRTO Malaysia Chapter to tap into this potential market.
A combination of research, study and tour, research travel might be new to some in the tourism industry but it has been around with an emphasis on the learning content, experiential activities and self-involvement in the tour programme.
What experience did you gain from WRTC 2024 and how do you see research travel changing the travel and tourism landscape in Malaysia?
Held from 3 to 6 November, the WRTC 2024 in Penang was an eye opener for the conference participants, especially those who were unfamiliar with it. Given Malaysia’s abundant research travel resources, especially in nature with its abundant rainforests, marine life and rich cultural heritage, we do not want to be left behind where research travel, touted as a game changer, is concerned.
Our country has many potential attractions such as the Endau Rompin Belum Rainforest and the Turtle Sanctuary which are yet to be developed for research travel. In Singapore, the major corporates have already ventured into this new trend. Singapore’s Changi Airport has built an experience studio and is recognised for managing the world’s best airport learning journey programme, showcasing digital innovation in edutainment and experience creation.
Likewise, another exhibitor at WRTC 2024, Resorts World Sentosa’s Sea Aquarium has also enhanced its learning contents.
Bringing in big incentive groups from China into Malaysia has been your strength. What is the recipe for your success?
Dare to think, dare to create and dare to try. Incentive groups want wow factors and these big players require experienced planners and a capable team who are on the same wavelength as them. The ability to give clear instructions in executing their plan and knowing what they want to achieve are essential.
How do you maintain your well-being and work-life balance?
Firstly, you must love what you are doing; only then can you enjoy it. For me, that includes meeting up with people and friends and exchanging information with them. To unwind, I enjoy travelling and keeping myself physically and mentally fit. Having enough rest and a positive mindset helps as well.