Malaysia’s travel industry needs coaching, not more courses

 

THE travel industry depends on people with practical knowledge, sound judgement and strong communication skills.

While classroom learning has its place, these qualities are developed primarily through workplace coaching and hands-on experience rather than conventional training courses.

Since the government established the Ministry of Culture and Tourism in 1987 and introduced the Tour Operating  Business and Travel Agency Business (TOBTAB) regulations, Malaysia’s travel industry has grown significantly.

Today, businesses offering domestic, inbound and outbound tours, transport services and event management require personnel with specialised skills that cannot be acquired through textbooks alone.

Much of what travel professionals need to know is learned by interacting with colleagues, customers and suppliers.

Academic qualifications provide useful theoretical knowledge, but they cannot fully prepare employees for the realities of dealing with travellers, solving unexpected problems or managing customer expectations.

A simple test is to ask employees to explain common tourism terms in their own words. Many struggle to define concepts such as tourism, the travel industry, hospitality, ecotourism, responsible tourism or even the roles of a tour leader and a tourist guide.

They may recognise these terms but lack a deeper understanding of their practical application.

Over the years, I have posed such questions to thousands of tourism personnel, including hundreds of licensed tourist guides.

Surprisingly, none has correctly explained what I consider the fundamental role of a tourist guide. This suggests that many industry practitioners, regardless of experience, have never fully mastered the basics.

A strong foundation is essential in every profession. Employees who begin their careers under capable supervisors often develop quickly because they receive continuous guidance, constructive feedback and opportunities to improve.

Others, however, learn only the basics during their first few weeks before settling into a comfort zone. In such cases, 20 years of experience may amount to little more than one month’s experience repeated 240 times.

Although many industry personnel are eager to improve, much of the training available today resembles briefing sessions rather than genuine skills development.

Participants spend hours listening to presentations filled with facts and statistics, only to forget much of the content soon afterwards because there is little opportunity to apply what they have learned.

Effective workplace training should be learner-centred rather than lecture-based. Participants should be encouraged to ask questions, discuss real-life situations and share their experiences.

Trainers should guide discussions, clarify misconceptions, explain industry practices and help participants develop practical solutions to challenges they encounter in their daily work.

Equally important is workplace coaching. New employees should have opportunities to observe experienced colleagues, receive regular feedback and gradually build confidence through practical assignments.

Such mentoring enables them to develop not only technical competence but also sound judgement, professionalism and customer service skills.

The travel industry is constantly evolving, with changing traveller expectations, digital technology and new market trends reshaping the  business. Continuous learning is therefore essential.

However, learning is most effective when knowledge gained through training is reinforced by coaching, mentoring and practical application in the workplace.

Well-designed training workshops can certainly add value, but they should complement, not replace, workplace coaching.

When employees receive both structured learning and ongoing guidance from experienced supervisors, they become more confident, perform better and are better equipped to identify new business opportunities for their organisations.

Ultimately, the success of Malaysia’s travel industry depends not on how many courses employees attend, but on how effectively they apply what they learn. Competence is built through experience, reinforced by coaching and sustained through continuous learning. That is how the industry can develop professionals capable of delivering the high standards that today’s travellers expect. 

YS Chan is a tourism, transport and training consultant.

The views expressed are solely of the author and do not necessarily reflect those of  MMKtT.

- Focus Malaysia.