At the inaugural Malaysia Travel Escapade 2024, held at Suntec City Mall from April 12 to 14, the rich and enticing aromas of traditional Malaysian breakfast dishes like nasi lemak, roti canai, and chicken bak kut teh captivated visitors, highlighting Malaysia’s vibrant culinary heritage.
The event, a celebration of Malaysian culture, strategically placed Malaysian breakfast culture at its heart, aligning with the country’s recent nomination for inclusion in the UNESCO Intangible Cultural Heritage list. Mohana Murni Shanmugam, Tourism Malaysia Singapore’s deputy director, emphasized the uniqueness of these culinary traditions, expressing excitement about their potential recognition and the role they play in promoting Malaysia’s heritage in anticipation of Visit Malaysia Year 2026.
“The Malaysian breakfast culture is becoming an integral part of the country’s heritage, deserving recognition and promotion,” Mohana Murni shared with Bernama news agency.
In addition to the culinary showcase, the fair featured live teh tarik demonstrations by Fakir Mohd Jamal Mohd, known as the ‘Teh Tarik King,’ from Kedah. His skillful presentation of Malaysia’s iconic pulled tea provided a dynamic visual and sensory experience for attendees.
With the aim of attracting 27.3 million international tourists this year—10 million from Singapore alone—Mohana Murni outlined the substantial contributions expected in tourism receipts, projected to reach RM102.7 billion. The success at attracting Singaporean tourists in the past year sets a hopeful precedent for meeting these ambitious targets.
As part of the event, visitors also enjoyed a showcase of Malaysia’s diverse culture through traditional handicrafts and products such as Sarawak’s black pepper, gula apong (palm sugar), and coconut sugar. The Association of Malaysian Spas (AMSPA) contributed to the allure by offering rejuvenating spa services, including a special two-hour package for S$48 at Spa Manja located in Johor Bahru.
Roselyn, manager of Spa Manja, highlighted the balanced clientele of locals and Singaporeans at their facility, noting, “Spa is one of the main attractions for Singaporeans visiting Malaysia. This fair allows us to promote our services and enhance the Malaysian spa experience, thereby boosting tourism.”
This travel fair not only served as a platform for culinary and cultural exhibition but also as a strategic initiative to boost tourism and deepen cultural appreciation between Malaysia and Singapore. With the anticipated increase in tourist arrivals for the upcoming Visit Malaysia Year 2026, events like the Malaysia Travel Escapade play a crucial role in showcasing Malaysia’s rich heritage and diverse tourist offerings to a regional audience.
