By Danial Dzulkifly
SHAH ALAM, March 17 — Tourism Selangor’s newly appointed chief executive officer Chua Yee Ling has outlined her vision to establish sustainable tourism as a lasting legacy for the state, striking a balance between showcasing Selangor’s economic strength and preserving its natural environment.
Speaking on Major Suits, a Media Selangor talk show featuring key industry leaders, she stressed the importance of sustainability in Selangor’s tourism strategy, particularly during the Visit Selangor Year (VSY) 2025 campaign.
“We have this debate, quantity or quality? First, we go for quantity. Yes, we want to achieve eight million tourist arrivals for Visit Selangor 2025.
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Tourism Selangor chief executive officer Chua Yi Ling speaks during the Malaysia to China Sales Mission programme to promote the Visit Selangor Year 2025 campaign, in Kunming, China, on March 10, 2025. — Picture via FACEBOOK/TOURISM SELANGOR[/caption]
“But at the same time, we also want to ensure quality, where visitors expect unique experiences and meaningful exchanges with the community. We have to strike a balance,” Chua said on the show, which aired on Sunday.
Formerly Tourism Selangor’s manager for industry development and business networking for four years, she emphasised the state’s long-standing commitment to sustainable tourism.
“In Selangor, we have always prioritised sustainable tourism. So, sustainability is a very crucial part of our approach,” Chua said.
As the state agency’s new head, she is determined to leverage Selangor’s status as Malaysia’s economic hub while ensuring its cultural and environmental heritage remains intact.
With a target of eight million tourist arrivals and RM11.7 billion in tourism receipts for 2025, Chua acknowledged the need to balance mass tourism with high-value experiences.
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An aerial view of the town of Kuala Kubu Baharu in Hulu Selangor. — Picture by SELANGOR.TRAVEL[/caption]
Her strategy includes promoting Selangor’s lesser-known attractions under the ‘Surprising Selangor’ campaign, highlighting hidden gems beyond the usual tourist hotspots.
Chua cited Kuala Kubu Baharu, Malaysia’s first garden city, and the panoramic paddy fields of Sabak Bernam as prime examples of underexplored destinations.
“This is like our backyard garden. It is just a 40-minute drive from Kuala Lumpur,” she said of Kuala Kubu Baharu, emphasising the accessibility of these locations.
“Surprising Selangor is about discovering your neighbourhood, your community, just like exploring your own backyard.
“We want to encourage not only international visitors but also domestic travellers to appreciate and take pride in what we have, especially local Selangor residents,” Chua added.
A key aspect of her approach involves working closely with local communities, particularly village leaders who have shown enthusiasm for tourism development.
“When I meet communities on the ground, even village heads, they come up with their own proposals. They want to work with Tourism Selangor to promote VSY in their villages,” she said.
Chua’s collaborative efforts also extend to educational institutions, with plans to organise exposure trips for students to foster greater awareness of eco-tourism and environmental conservation.
“We want students and different stakeholders to have hands-on experiences so they develop a deeper appreciation and take action where necessary,” she said, referring to educational boat trips along Sungai Klang aimed at environmental awareness.
As Selangor continues its economic development, Chua believes the state can lead by example in sustainable tourism while preserving its traditional values.
“Selangor needs to showcase that we are a modern state, but at the same time, we preserve traditional values and appreciate local talents,” she said.
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Sekinchan in Sabak Bernam offers a variety of locally-produced products such as seafood and snacks by small and medium-sized businesses and an attractive paddy field landscape fit for tourism activities. — File Picture by SELANGORKINI[/caption]
