KUANTAN: The 'Moh Ke Pahang' 2026 Hospitality Ambassadors Tour aims to raise standards and improve visitor experiences by equipping tourism industry frontliners and operators with better skills.
Pahang Tourism, Culture and Environment Committee chairman Leong Yu Man said the state-wide programme, which began on Aug 17, was also aimed at enhancing hospitality skills among tourism personnel and promoting Pahang as a favourite destination.
"The programme provides training in service quality, professional grooming, customer complaint handling and emergency response across all 11 districts in Pahang, as well as Fraser's Hill and Pulau Tioman.
"About 1,000 hospitality ambassadors aged between 18 and 64 from various segments of the tourism and hospitality industry voluntarily participated in the roadshows," she told reporters after the closing ceremony.
Leong said participants comprised hotel and accommodation operators, tour and travel agencies, restaurant operators, tourism product and attraction operators, hotel employees and other frontline personnel directly involved in serving tourists.
She said the participation of various industry segments was aimed at establishing a network of Pahang Hospitality Ambassadors equipped with better knowledge, skills and professionalism in serving visitors.
"Each participant will now serve as a Pahang Hospitality Ambassador at their respective organisations and destinations by providing friendly, efficient and professional service while helping create positive and meaningful experiences for tourists.
"Our focus is on improving competency and service quality among industry players, particularly those who interact directly with tourists.
"They were exposed to emergency management and initial response, grooming and professional image for frontline personnel, as well as complaint management," she said.
Leong said efforts to strengthen hospitality must go hand in hand with tourism product development and destination promotion to ensure Pahang was not only known for its diverse attractions but also remembered for the quality of service provided to visitors.
Meanwhile, Tourism Pahang general manager Nor Zahira Muhammad Azmi said the roadshow brought training directly to industry players on the ground while providing wider opportunities for participation across the state.
She said Tourism Pahang wanted the knowledge and skills gained through the programme to be translated into workplace practices, particularly in improving service standards, customer management efficiency and the ability to create positive experiences for tourists.
