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

If you have never heard of the name Selangor, you will surely be surprised to know that, geographically, the capital of Malaysia, Kuala Lumpur, is located entirely in the heart of Selangor state - one of the 13 states of this country.

Selangor is the most populous state in Malaysia, with about 7 - 7.5 million people, accounting for nearly a third of the country's population. With its central location, convenient transportation network, and Kuala Lumpur International Airport and Klang Seaport, Selangor is an ideal gateway to explore Malaysia. From Vietnam, with a flight time of less than two hours, Selangor is very suitable for a short weekend break.

In fact, many international tourists still do not recognize the location of Selangor, often only familiar with Kuala Lumpur. Therefore, the communication campaign “Surprising Selangor” was born, to clarify the connection between Kuala Lumpur and Selangor, thereby helping tourists feel more confident when planning their trips.

Ms. Chua Yee Ling - representative of Selangor Tourism Promotion Agency shared:“In addition to the slogan 'Surprising Selangor', we also have a local slogan: 'Selangor has it all', to encourage people to explore the hidden beauty right in the land they live in. From relaxing at resorts, camping at River and Glamp, The Stick, sports tourism with activities such as rock climbing at Gua Damai Park, hiking to the top of Broga Hill, white water rafting at White Water Rafting Kuala Kubu Baru, paragliding at Paragliding Jugra Hill... to experiencing eco-tourism at local farms and exploring culture, Selangor opens up countless options for all types of tourists. After experiencing here, you can easily expand your journey to localities such as Malacca, Johor, Perak or Penang”.

Indeed, Selangor has it all! Sky Mirror is a unique check-in point in Selangor where visitors take a boat out to sea and admire the sandbank reflecting the blue sky, looking like a giant mirror when the tide is low. This is an ideal place to take artistic photos with the family, with the support of professional tours. Afterwards, visitors can enjoy fresh seafood at the nearby fishing village and visit the largest rice field in Malaysia. The green rice fields spread out in Sekinchan will make anyone want to stop, especially the Rice Museum for families who love to explore indigenous agricultural culture. A magical activity not to be missed is watching fireflies at Kampung Kuantan Fireflies Park. When night falls, hundreds of fireflies light up the trees, creating a sparkling scene that brings unforgettable moments with the wild nature of Selangor.

Not only attractive for its natural beauty, Selangor is also a culturally rich destination. Because Malaysia is a multi-ethnic country, woven from the Chinese, Indian, Malay and many other ethnic groups. Culture-loving tourists can explore the unique Chinese temple Fo Guang Shan Dong Zen, the Sultan Salahuddin Abdul Aziz Mosque, or visit the Batu Caves in Gombak - a famous Hindu temple built inside a limestone mountain...

Ms Chua Yee Ling shared more about tourism promotion strategies under the framework of Visit Selangor Year 2025:

“First of all, we work closely with federal agencies to organize international trade promotion programs. During this business trip to Ho Chi Minh City, a B2B meeting program is being organized, creating conditions for Selangor tourism product operators to directly contact local travel companies. Through these meetings, both sides can jointly build suitable itineraries such as 4-day-3-night tour packages and open up more attractive options for Vietnamese tourists. In parallel, we focus on building our brand on social networks. Outstanding KOLs are invited to participate in communication campaigns and have real-life experiences in Selangor with their families. Through these trips, destinations are directly felt, thereby strongly spreading the tourism message to the online community.

Notably, we have also expanded our partnerships beyond the traditional tourism boards and travel associations. New partnerships include schools, especially those with parent clubs organising holidays for their children, universities and alumni groups, who often need to travel overseas for meetings or group gatherings. We tailor-make travel packages to suit each group. A new target group that is being focused on is retirees, especially the ‘active 60s’, who are full of energy and love to travel. We encourage them and their friends to explore Malaysia, especially Selangor, through holiday packages designed specifically for this age group.

In addition, medical tourism is also a field that is receiving much attention and investment. Recently, we have just completed a medical tourism fair in Indonesia, bringing many Malaysian medical centers to introduce service packages that combine comprehensive health check-ups. These services include periodic health check-ups as part of the travel itinerary. During the meeting in Ho Chi Minh City, some travel companies said that they have built packages specifically for the elderly, with schedules combining relaxation and health check-ups right in Selangor. Tourists will receive results within the day, along with useful information about their health status such as cholesterol index or advice on appropriate exercise. With a system of reputable medical facilities and a team of professional doctors, Malaysia is gradually becoming an ideal destination for tourism combined with health care. This is also one of the communication focuses that we will continue to promote in the coming time."

It can be said that the strategies that this locality has implemented are truly remarkable because they are both multi-dimensional and closely related to each potential target group, not only market-oriented but also demonstrate a humanistic spirit, touching every need, every emotion, and every heart of today's tourists.

Ms Chua Yee Ling has lived and worked in Selangor for nearly 20 years since graduating from university. That attachment is clearly shown in the way she talks about the beauty of Selangor, not with the words of a tourism promoter, but with the affectionate eyes of someone who has devoted her whole heart to her homeland.

Along with ecotourism, Selangor is actively developing community tourism. This means that each local is encouraged to become a storyteller, sharing interesting places and inspiring from their own lives. Because true beauty comes not only from the landscape, but also from the people. Through the trips, tourists have the opportunity to get to know, connect and empathize with the local community. According to Ms. Yee Ling, “it is this attachment that leaves the sweetest memories and is the reason why tourists want to come back again and again.”

Ms Yee Ling started the conversation by asking if we liked durians and told us that in Malaysia, it is currently durian season, with the famous Malaysian durian varieties such as Musang King and Black Thorn having gained global fame. Selangor is taking advantage of this opportunity to promote tourism that combines culinary experiences with nature exploration. If you are looking for an inspiring journey, start with eco-tourism in prominent areas such as Sekinchan, Sungai Besar and Kuala Selangor.

When asked about a typical weekend for a Selangor native, Ms Yee Ling smiled and replied:“A day exploring Selangor can start gently and leisurely with a stroll at the beautiful Botanical Gardens - an ideal starting point for the journey, especially for those who love green spaces and a slow pace of life. Although I am not a sports enthusiast, I love walking and sightseeing and walking around the garden not only refreshes the spirit but also provides a natural connection with the land and sky of Selangor.

After a quiet morning, I stopped at a cute cafe for a hearty breakfast. The food scene is amazing! You can choose Nanyang-style kaya toast with a strong cup of coffee at a kopitiam (a Malaysian and Singaporean term for a traditional Chinese coffee shop that serves simple yet flavorful local breakfast dishes) or try a flavorful Indian breakfast. There is truly something for every palate!

In the late morning, I will meet up with some friends to chat, share stories and catch up on the news. If there is time, we can go to the movies at one of the big shopping malls as Selangor has a lot of shopping, entertainment and lifestyle experiences such as Elmina Lakeside Mall, Sunway Pyramid, Utama Shopping Centre… When the sun sets, I will take a short drive of about an hour to Kuala Kubu Bharu, a charming small town. Here, I will have dinner and explore the unique local dishes. My whole day off usually revolves around food from breakfast, lunch, coffee, to dinner interwoven with memorable moments with friends and the familiar Selangor scenery. For me, food is not only an important cultural element of Malaysia, but also a link connecting experiences, making each journey more meaningful and complete than ever.”

It can be said that with the hospitality and pride of the local community, Malaysia has chosen to promote tourism from the inside out, starting from the hearts of the people, spreading to the world. This becomes even more meaningful when from January 2025, Malaysia takes on the role of Chair of the ASEAN Secretariat, affirming its position as a hub of regional connectivity. In that flow, Selangor stands out as an ideal starting point where tourists can explore Southeast Asia through both intimate and multi-dimensional experiences. The "Surprising Selangor" campaign aims to welcome 8 million international visitors, not only honoring the beauty of culture and nature, but also inspiring the exploration of the common land of ASEAN in a promising pivotal year.