Ms Fan, a popular actress with a massive following on social media, recently visited Melaka, Malaysia, and her presence had a significant impact on tourism in the region. Her visit sparked a frenzy on social media platforms, drawing over 320 million searches for the city. Local tour companies reported a 20-30% increase in business, mainly driven by Chinese tourists who were attracted to the area due to Ms Fan’s visit. Tour itineraries were tailored to include attractions such as durian farms, photoshoots in Melaka town, and sampling local cuisine.
The state government of Melaka sponsored Ms Fan as a tourism ambassador, providing nearly RM500,000 for the initiative. Private companies also contributed to the sponsorship, with the state government planning to release a report on the impact of Ms Fan’s ambassadorship at the end of the year. Despite the significant investment, local tour group agency representatives like Ms Annie Lee believe that the return on investment in terms of tourism dollars justifies the expenditure. However, not all segments of the local population are in favor of Ms Fan’s appointment as a tourism ambassador.
Melaka leaders from the Islamic party Parti Islam Se-Malaysia (PAS) have criticized the appointment of Ms Fan due to her tax evasion charges in China, as well as her status as a non-local figure representing the state. They argued that a local Malay individual would be better suited to promote Melaka’s history as an Islamic hub during the Melaka sultanate era. They believe that a tourism ambassador should showcase the cultural and historical significance of Melaka, rather than focusing on entertainment value.
Local businessman Mohd Qamar Zamri, who owns a cafe in Melaka, shares similar sentiments to PAS leaders regarding the appointment of Ms Fan as a tourism ambassador. He believes that Melaka’s historical importance as an Islamic empire should be highlighted, instead of emphasizing entertainment and celebrity culture. Despite the controversy surrounding Ms Fan’s appointment, her visit to Melaka undeniably had a positive impact on tourism, attracting a significant number of Chinese tourists to the region.
Overall, Ms Fan’s visit to Melaka has brought attention to the city and boosted tourism, particularly among Chinese travelers. While her appointment as a tourism ambassador has faced criticism from some local leaders, the positive economic impact on the tourism industry cannot be denied. The full extent of Ms Fan’s influence on Melaka’s tourism sector will be assessed at the end of the campaign, providing insights into the effectiveness of celebrity endorsements in promoting travel destinations.
