WHEN I was in primary school, my mother laughed as she held up a piece of clothing that had shrunk considerably in the wash.

Later, I learnt that clothes won’t shrink if they have been “sanforised”, meaning the fabric is pre-shrunk.

Over the past decades, the most prevalent label I’ve noticed is “halal”, a term used to describe goods and services permissible for Muslim consumption. They include food and beverages, slaughterhouses, and items like cosmetics and clothing.

Many Malaysians look for this label when buying packaged food and drinks, or the “halal” signage at the entrance to restaurants.

My younger daughter, who’s not a Muslim, did the same when she visited Xian in China, as such establishments tend to be more hygienic.

In fact, Malaysia’s iconic halal logo is the most sought-after, as it is a globally recognised hallmark that serves as an emblem for the country’s reputation as the world’s leading halal hub. It all started in 1974 with the issuing of the first halal certification letters by the Prime Minister’s Office.

In 2000, Malaysia became the first country to have a documented and systematic halal assurance system. In 2005, the Jakim Halal Hub was established, becoming the world’s first certification body responsible for monitoring the halal industry.

Jakim’s recognition programme for international halal bodies is the most stringent and sought-after in the world, with more than 50 groups registered.

From 2008, the annual export value of halal products has exceeded RM40 billion annually, contributing 5% of Malaysia’s total exports. Since then, the halal portfolio has expanded to include sectors such as cosmetics, logistics, pharmaceutical and tourism.

In 1999, the Tourism, Arts and Culture Ministry started using the “Malaysia Truly Asia” slogan. Following the Covid-19 pandemic, the ministry dropped the Visit Malaysia 2020 campaign, but will capitalise on “Malaysia Truly Asia”.

But, few Malaysians have a clear understanding of this slogan. Firstly, we must realise that many countries are also multiracial and multicultural. In many large cities, there are more foreigners in the streets than locals.

Those who are ignorant of their own ethnicity and traditions have little interest in the cultures of other races. Few Malaysians know that Malacca was already “truly Asia” 510 years ago, as 84 languages were spoken at the port when the Portuguese expedition arrived in 1509.

As a tourism trainer, I’ve conducted training on ensuring tourists’ safety and security, and the first contingency plan workshops in Kota Kinabalu and Kuala Lumpur. After the Covid-19 outbreak, I added hygiene above comfort and convenience.

Before we get to provide services to tourists, we must first offer them good reasons to visit Malaysia. If we continue using pre-pandemic methods, all the advertising and promotions will be like water off a duck’s back.

We must use an effective label such as “sanforised”, which has been stuck in my mind for more than 60 years although I have not come across it over the last few decades. It must be a powerful word like “halal” is.

I believe the critical word for the tourism industry moving forward is “sanitised”. Sanitising reduces bacteria to safe levels, and is a step up from cleaning although it may not kill 100% of germs on the surface. Disinfecting kills more germs than sanitising, especially viruses and fungus.

However, “sanitised” is a better label as it sounds clean and hygienic, whereas “disinfected” implies that there were infections that had to be removed. Both sanitisation and disinfection are used for cruise ships, aircraft, trains, buses, public transport stations, airports, hotels, restaurants and theme parks.

The “sanitised” label is easily recognisable and makes tourism products more saleable, as travellers are bound to place hygiene, safety and security above comfort and convenience. Popular sites that offer great fun to large crowds are no longer attractive propositions post-pandemic.

Perhaps, the ministry can legislate “sanitised” as a controlled word to build up its reputation, just like “halal”. If not, it will be exploited by unscrupulous businesses, such as how words like “spa” and “health centres” have been used by establishments offering services with a “happy ending” or more. – May 4, 2020.

* Y.S. Chan reads The Malaysian Insight.

* This is the opinion of the writer or publication and does not necessarily represent the views of The Malaysian Insight. Article may be edited for brevity and clarity.