Desa Kirana initiative targets 100,000 visitors to boost rural tourism

 

SABAK BERNAM: The Rural and Regional Development Ministry aims to attract 100,000 visitors to homestays through its newly launched Desa Kirana initiative, featuring 25 rural tourism destinations in conjunction with Visit Malaysia Year 2026. 

Its minister, Datuk Seri Dr Ahmad Zahid Hamidi, said the Desa Kirana programme is among the ministry's 'game changers', driving rural economic growth by emphasising five key attractions: heritage and culture, natural attractions, local gastronomy, traditional products, and authentic village experiences. 

"With the collaboration of the Tourism, Arts and Culture Ministry, together with homestay and village associations, we expect tourists, especially from Japan and Korea, to be very interested in visiting rural areas. 

"When I summarised the Cabinet Tourism Committee meeting, my target is that by the end of 2026, Desa Kirana, comprising 25 village packages across the country, particularly in Peninsular Malaysia,will be established as key tourist destinations, without forgetting Sabah and Sarawak," he said after officiating the Desa Kirana Comprehensive Package announcement ceremony here today. 

He added that promotional efforts would continue until the end of 2027 to achieve the 100,000-visitor target. 

Zahid, who is also the Deputy Prime Minister, said the ministry balances high-end and low-end tourism to ensure all visitors can enjoy Malaysia's beauty.

"The tagline for Visit Malaysia Year remains 'Malaysia Truly Asia'. Malaysia reflects the very essence of Asia. 

"During my tenure as Deputy Tourism Minister, I was very familiar with tourism products. However, times and circumstances have changed. 

"High-end tourists no longer want to stay only in cities, but there are few options for them to explore rural areas. 

"Urban areas abroad may offer better facilities and more entertainment, so tourists want to venture into the countryside," he added. 

Commenting further, he said the Desa Kirana approach not only strengthens the competitiveness of rural tourism destinations but also creates new income opportunities for local communities through homestays, community-based tourism activities, and local product development. 

"The ministry targets a 20 per cent increase in local community income by 2026, taking into account the potential and uniqueness of each location," he said.

-nst online.