“Mesra Malaysia” is a programme launched by The Ministry of Culture, Arts and Tourism Malaysia in its effort to prepare front liners in Malaysia to deliver excellent customer service to foreign visitors.

It aimed at creating a sense of pride and job satisfaction among the front liners, knowing the fact that excellent service delivery is vital in a successful tourism industry.

Front liners should know the meaning of being courteous, friendly and customer-oriented to propel them into providing an internationally competitive standard of service to visitors and customers.

Hence, this will improve the industry’s competitiveness and raise awareness towards the importance of the tourism industry to its country.