MALAYSIA’S POST PANDEMIC TOURISM RECOVERY: GOVERNANCE, INNOVATION AND POLICY CHALLENGES

The COVID-19 pandemic has significantly disrupted Malaysia's tourism industry, as well as highlighted many vulnerabilities in its resilience and governance. While government interventions were mounted, undetermined challenges continued to be faced. While post-pandemic recovery has been one of the most commonly analyzed issues, the study of the operational and strategic obstacles faced by Malaysian tourism practitioners remains very limited. Using a summative content analysis of tourism reports and academic literature, supplemented by in-depth interviews, this study uncovers the strategic post-pandemic challenges in Malaysia's tourism and hospitality industry from the industry's perspective. Our findings offer practical insights for policymakers and industry stakeholders in the development of effective policies, operational strategies, and travel packages that strengthen the 'Malaysia Truly Asia' image, enhance resilience, and ensure a sustained competitiveness again in this region.