As part of the Selangor Tourism Year 2025, Tourism Selangor officially launched the “Surprising Selangor” campaign in Ho Chi Minh City. This is an inspiring invitation for visitors to discover the unique and vibrant landscapes of Selangor – a place where rich cultural heritage, captivating natural scenery, and lively urban destinations intersect. The campaign demonstrates Selangor's commitment to connecting more closely with ASEAN and international tourists. Travellive had the opportunity to speak with Ms. Chua Yee Ling about this campaign, the expectations, and the spirit that “Surprising Selangor” conveys.

If you've never heard of Selangor, you'll probably be surprised to learn that, geographically, Malaysia's capital, Kuala Lumpur, lies entirely within the state of Selangor – one of the country's 13 states.

Selangor is the most populous state in Malaysia, with approximately 7-7.5 million people, accounting for nearly one-third of the country's population. Its central location, convenient transportation network, along with Kuala Lumpur International Airport and Klang seaport, makes Selangor an ideal gateway to exploring Malaysia. With a flight time of less than two hours from Vietnam, Selangor is perfect for a short weekend getaway.

In fact, many international tourists are still unaware of Selangor's location, often only being familiar with Kuala Lumpur. Therefore, the "Surprising Selangor" communication campaign was created to clarify the connection between Kuala Lumpur and Selangor, thereby helping tourists feel more confident when planning their trip.

Ms. Chua Yee Ling, representative of the Selangor Tourism Promotion Agency, shared:“Besides the slogan 'Surprising Selangor,' we also have a local slogan: 'Selangor has it all,' encouraging people to discover the hidden beauty within their own land. From relaxing at resorts and campsites like River and Glamp and The Stick, to sports tourism with activities such as rock climbing at Gua Damai Park, hiking to Broga Hill, whitewater rafting at White Water Rafting Kuala Kubu Baru, and paragliding at Paragliding Jugra Hill… to ecotourism experiences at local farms and cultural exploration, Selangor offers countless options for all types of travelers. After experiencing Selangor here, you can easily expand your itinerary to other locations such as Malacca, Johor, Perak, or Penang.”

Indeed, Selangor has it all! Sky Mirror is a unique photo spot in Selangor where visitors can take a boat out to sea and admire the sand reflecting the blue sky, looking like a giant mirror when the tide recedes. This is an ideal location for artistic family photos, with the support of professional tour operators. Afterwards, visitors can enjoy fresh seafood at the nearby fishing village and visit Malaysia's largest rice paddies. The vast, lush green rice paddies in Sekinchan will make anyone want to stop, especially with the Rice Museum for families who enjoy exploring local agricultural culture. A magical activity not to be missed is firefly viewing at Kampung Kuantan Fireflies Park. When night falls, hundreds of fireflies light up the trees, creating a shimmering scene and offering an unforgettable moment amidst Selangor's pristine nature.

Beyond its stunning natural beauty, Selangor is also a culturally rich destination. Malaysia is a multi-ethnic nation, a blend of Chinese, Indian, Malay, and many other ethnic groups. Culture-loving travelers can explore the distinctive Fo Guang Shan Dong Zen Chinese temple, the Sultan Salahuddin Abdul Aziz Mosque, or visit the Batu Caves in Gombak – a famous Hindu temple built within a limestone mountain…

Ms. Chua Yee Ling shared more about tourism promotion strategies within the framework of Selangor Tourism Year 2025:

“First and foremost, we are working closely with federal agencies to organize international trade promotion programs. During this trip to Ho Chi Minh City, a B2B meeting program is being organized, facilitating direct contact between Selangor tourism product operators and local travel companies. Through these meetings, both sides can jointly develop suitable itineraries, such as 4-day, 3-night packages, and open up more attractive options for Vietnamese tourists. Simultaneously, we are focusing on building our brand on social media. Prominent KOLs (Key Opinion Leaders) are invited to participate in media campaigns and experience Selangor firsthand with their families. Through these trips, destinations are experienced directly, thereby strongly spreading the tourism message to the online community.”

Notably, we've also expanded our collaborations beyond traditional tourism councils and travel associations. New partners include schools, especially those with parent clubs organizing holidays for their children, universities, and alumni groups – who often seek overseas travel for reunions or group gatherings. We design customized travel packages for each group. A new target group is retirees, particularly the 'active 60s' – energetic and passionate about travel. We encourage them to explore Malaysia, especially Selangor, with their friends through customized holiday packages.

Furthermore, medical tourism is also a sector receiving significant attention and investment. Recently, we completed a medical tourism fair in Indonesia, bringing along several Malaysian medical centers to showcase comprehensive health check-up packages. These services include routine health check-ups as part of the travel itinerary. During a meeting in Ho Chi Minh City, several travel companies stated they have developed packages specifically for senior citizens, combining relaxation and health check-ups in Selangor. Tourists will receive results on the same day, along with useful information about their health status, such as cholesterol levels and appropriate exercise advice. With its reputable medical facilities and professional medical staff, Malaysia is gradually becoming an ideal destination for health-focused tourism. This is also one of the key communication areas we will continue to promote in the future.”

It can be said that the strategies implemented by this locality are truly remarkable because they are both multifaceted and closely tailored to each potential target group. They not only provide market orientation but also demonstrate a humanistic spirit, touching upon the needs, emotions, and hearts of today's tourists.

Ms. Chua Yee Ling has lived and worked in Selangor for nearly 20 years since graduating from university. This deep attachment is evident in the way she describes the beauty of Selangor, not with the tone of a tourism promoter, but with the affectionate gaze of someone who has given their heart to their homeland.

Alongside ecotourism, Selangor is actively developing community-based tourism. This means that each local resident is encouraged to become a storyteller, sharing stories about interesting places and inspiring experiences from their own lives. Because true beauty comes not only from the landscape, but also from the people. Through these trips, visitors have the opportunity to get to know, connect with, and empathize with the local community. According to Ms. Yee Ling, “it is this connection that leaves the sweetest memories and is the reason why visitors want to return again.”

Ms. Yee Ling began the conversation by asking if we liked durian and mentioned that it was currently durian season in Malaysia, with famous Malaysian durian varieties like Musang King and Black Thorn gaining global recognition. Selangor is taking advantage of this opportunity to promote tourism that combines culinary experiences with nature exploration. If you're looking for an inspiring journey, start with ecotourism in prominent areas like Sekinchan, Sungai Besar, and Kuala Selangor.

When asked about what a typical weekend is like for a local in Selangor, Yee Ling smiled and replied:“A day exploring Selangor can begin gently and peacefully with a stroll through the beautiful Botanical Gardens – an ideal starting point, especially for those who love green spaces and a slow pace of life. Although not a sports enthusiast, I really enjoy walking and sightseeing, and wandering around the gardens not only refreshes the spirit but also provides a natural connection with the Selangor landscape.”

After a quiet morning, a charming café was my next stop, where I could enjoy a warm breakfast. The food here is incredibly diverse! You can choose Nanyang-style kaya toast with a rich cup of coffee at kopitiam (the familiar Malaysian and Singaporean term for traditional Chinese-style cafés serving simple yet flavorful local breakfast dishes) or try the flavorful Indian breakfast options. There really is something for every taste!

In the late morning, I'll meet up with some friends to chat, share stories, and catch up on the news. If there's still time, we might go see a movie at one of the large shopping malls, as Selangor has many shopping, entertainment, and lifestyle experiences such as Elmina Lakeside Mall, Sunway Pyramid, Utama Shopping Centre… As evening falls, I'll drive a short distance, about an hour, to Kuala Kubu Bharu, a charming little town. There, I'll have dinner and explore the unique local cuisine. My entire day off usually revolves around food, from breakfast and lunch to coffee and dinner, interspersed with memorable moments with friends and the familiar scenery of Selangor. For me, food is not only an important cultural element of Malaysia, but also a connecting thread that makes each journey more meaningful and complete than ever before.”

It can be said that, with its hospitality and local community pride, Malaysia has chosen to promote tourism from the inside out, starting from the hearts of its people and spreading to the world. This becomes even more significant as, from January 2025, Malaysia assumes the chairmanship of the ASEAN Secretariat, affirming its position as a regional connectivity hub. In this context, Selangor stands out as an ideal starting point where tourists can explore Southeast Asia through experiences that are both intimate and multifaceted. The “Surprising Selangor” campaign aims to welcome 8 million international visitors, not only celebrating the cultural and natural beauty but also inspiring exploration of this shared ASEAN land in this promising pivotal year.