Malaysia's Masterclass in Memorable Tourism

They handed me a paper token under a canopy of golden lights and spice-scented air. It wasn't real currency, but it felt like a passport. A quiet invitation to step into Malaysia's story, not just watch it unfold. The Spice Market Reception Dinner, held on Day 2 of Global Travel Meet 2025, wasn't just a celebration. It was a full-sensory experience designed to immerse, enchant, and, most importantly, engage.

- BY RIHAAB MOWLANA

Organised by Tourism Malaysia and hosted at the Malaysia International Trade and Exhibition Centre (MITEC), the event was styled as a walk-through bazaar reminiscent of the Melaka Sultanate era. Vendors in traditional dress offered locally made products, from woven crafts to hand-blended spice sachets. Lively music pulsated through the space, performers weaved through the crowd, and the smell of excitement lingered in the air. The token I was given translated to an amount guests could "spend" at any stall. Real vendors. Real goods. Real exchange. A smart mechanism that allowed international delegates to participate in a curated, culturally rich marketplace, while giving Malaysian artisans an actual commercial platform. And yet, this wasn't the only space where culture was offered, not as performance, but as an invitation.

In a world where tourism events often feel formulaic, this felt alive. There was no stage or speech to sit through. Instead, every step, every stall, every bite was a conversation. You could run your fingers along handwoven baskets, admire batik clothing dyed in deep, earthy tones, or chat with a jewellery maker stringing beads into traditional patterns passed down through generations. Nothing felt mass-produced or generic. Each item carried a story; something personal, textured, and unmistakably local.