Mapping New Horizons In Agro-Tourism Sector

Mapping New Horizons In Agro-Tourism Sector

Established in November 2008, the venue is managed by MARDI Management Sdn Bhd with the aim to showcase the whole value chain of the agriculture industry to the public. Since its inception, which was initiated by the Ministry of Agriculture and Agrobased Industry (MoA), has been spearheading the introduction of agricultural products into the market, as well as empowering Malaysia s agro-tourism industry., also known as Malaysia Agro Exposition Park Serdang, is the largest event venue in Malaysia. Situated on a 130-hectare of greenery owned by the Malaysian Agricultural Research and Development Institute (MARDI), its vast location and away from the hustle and bustle of the city, can accommodate 250,000 to 300,000 visitors at a time. Beginning its operations by hosting and organising only the biennial Malaysia Agriculture, Horticulture and Agro-Tourism (MAHA) show, now hosts up to 32 events in a month. It grew from solely organising the agricultural exhibition, to providing a hub of activities and various showgrounds of the local agriculture production. It grew from solely organising the agricultural exhibition, to providing a hub of activities and various showgrounds of the local agriculture production. 2

Back in 2010, when I started to join, we slowly received the crowd from the government by hosting and organising events such as service awards, convocations and weddings. Gradually, from five small events a month, now we have grown exponentially to host more than 30 events a month. I must say that we grow quite fast. Clients believe that can grow, and this has inspired me to move forward and work to provide a fulfilling and exciting experience to visitors. One of the reasons for the fast growing, is the approach we use to connect the clients. We want to deliver a personalised services and create the personal touch to each client as we believe it is the most effective approach to encourage them to keep coming back. This is the Hospitality DNA that must be instilled in our team to give the best to our clients. Norafizah Rahman, CEM Chief Operating Officer MARDI Sdn Bhd 3

MAHA, The Driving Force Over the years, MAHA has evolved from an exhibition to a carnival with visitors coming in not only for the products it offers, but also the activities during the event. The biennial event has been held with various themes in line with the current developments in the Malaysian agriculture industry, and to create demand for agricultural products, as well as opportunities to trade, invest, collaborate and share in the transfer of technology. Receiving its seed fund from the government, sponsorships, strategic partnerships and booth sales are firm in place to generate income. Sales of booth is the fast-selling avenue, as it helps exhibitors to sustain their selling products in the market. the existing team. The volunteers, which comprise of students from its neighbouring universities, handled the crowd of visitors of 3.8 million in 2016, and 3.5 million in 2014. Based on the feedback that has been received from the visitors of MAHA 2016, visitors can enjoy the more frequent tram rides within the venue. aims to receive an estimated visitors of more than 3.5 million, with a targeted sales transaction of RM500 million, this year. For MAHA 2018, the theme, which will be Segalanya Wanita (Women Empowerment), is aspired to highlight the roles and involvement of women in this sector. The other variations that have been successful in increasing the number of visitors to MAHA are the diversified types of exhibition products, including animals, plants, and machineries, alongside the latest innovations that have been developed in the agricultural sector. The collaboration with the iconic Upin and Ipin, Mak Cun and Rhythm of the farmers (ROTF) for MAHA 2016 had shown to be a crowd puller that attracted visitors of all generations, especially youngsters, to the event. The involvement of all agencies under MoA during MAHA is an effective strategy to bridge the gap between the government and the target groups. Each agency is given a space to showcase all the ongoing initiatives to help improve the business performance of the target groups, as well as promoting their functions and operations to the public. When it comes to handling big events such as MAHA, almost 1,500 volunteers lend their hands to 4 The volunteers, which comprise of students from its neighbouring universities, handled the crowd of visitors of 3.8 million in 2016, and 3.5 million in 2014.

Broaden The Perspectives Operating with a total of only 51 staff, MARDI Sdn Bhd gains its stronghold in the industry by venturing into wider areas more than when it first started. To live up to the idea of becoming a recreational place for people from all walks of life, the venue is open to public for recreational and sports activities, as well as medium-sized events such as weddings, corporate gatherings, workshops and trainings. One of the gems that resides in the agro-botanical setting is the agricultural showgrounds, namely Laman Padi, Laman Herba dan Sayur, Laman Perikanan, Laman Ternakan, Laman Nanas, Laman Florikultur dan Laman Jentera. These showgrounds have been built to provide visitors an educational experience on the functions and processes of the local food production. Laman Perikanan. For visitors who are keen to try the steamboat menu, they are welcome to head to Bistro. The NAFAS cube, which makes it possible for visitors to spend the night in the venue, is a collaboration project with National Farmers Organisation (NAFAS). Visitors can choose to stay in tents, tubes or containers, while enjoying the breath-taking scenery of MARDI lake. The food and beverages business is planned to be one of the many areas that is looking to thoroughly explore, and to become one of the main contributors in the Malaysian culture that is known to experiment with a variety of foods. Through the collaboration with food operators, provides four F&B outlets within the venue. The collaboration prioritises a win-win situation for both parties that are involved, in which the food operators gain their income and profit by operating within the venue, and the venue gaining visitors by becoming a must-visit eatery for locals and tourists. Visitors of the meat-eaters bunch can indulge at the House of Kambing and Teknocafe @ Goat2Go Farm outlets which offer the freshest meat-based menus. The Ikan Sungai & Seafood outlet prepares its dishes made from the homegrown fishery of Operating with a total of only 51 staff, MARDI Sdn Bhd gains its stronghold in the industry by venturing into wider areas more than when it first started. 5

MAHA An Event For All Collaboration with Iconic characters, boost the number of visitors. Expanding The Business Horizon 1 2 Agencies under MOA. Come together under one roof. A success with the assistance of 1,500 volunteers. Exciting interactive activities for all walk of life. The force of 51 employees in accomplishing the events. The exploration of food and beverages business that complement Malaysia as the food heaven. 3 4 Collaboration between food operators and the management create win-win situation for both parties. Indulge in wide selection of fresh farm to table menus - meat, fish and vegetable- they are ready to be served. 5 6 Acquire new knowledge at the showgrounds while enjoying the events. Experience the best hospitality during a stay at NAFAS cube. 7 8 Host to major events such as Malaysia Autoshow, MATTA Fair and Malaysia Hobby Expo. Going forward, plans in the pipeline include hotel, commercial centre, theme and extreme-park. 6

The Tie That Binds The company, with its employee background being the majority from the hospitality industry, prides in providing personalised services to the clients. This approach proved effective when 50% of its clients are recurrent clients. Team spirit remains the bond that holds together. To ensure that employees from all departments have a clear picture and understanding of the company s direction, monthly gatherings, motivational talks, and out-of-state excursions are held. Knowledge-sharing sessions are also shared among and given by staff who run their own areas, which varies from a labourer to the postgraduate background. Charting The Future Moving forward, a commercial centre, a hotel building, as well as theme and extreme parks, will be the new addition to the venue. All these will be developed to attract a wider range of visitors in the future. As the winner of the Gold Award Largest Agro Tourism Park category that was awarded by Malaysia Tourism Council, and with its strength in providing the best hospitality experience to its visitors, will strive to continue building its brand locally, and eventually penetrating the global market, as one of Malaysia s main key players in the agro-tourism sector. Repertoire Of Progress has successfully attracted a China-based company to hold a cultural and art event for 10,000 visitors in August 2018. An international collaboration such as this one, and with its publicity backed by the support of one of the main industry key players, Malaysia Tourism Council, is hoped to open more doors in the future for to partner with other countries. had participated in the recent MITA Travel Fair 2018, in an effort to increase its visibility in the market. This, in return, will contribute in the growth of Malaysia s popularity in the agro-tourism sector. Through the marketing initiative via various channels, has also hosted, among others, Art of Speed, Malaysia Autoshow, Malaysia Hobby Expo, Karnival Upin & Ipin, Toyota Gazoo, Sound Valley, History Con and many more. Currently 2018, is gearing up to welcome visitors to the Malaysia Autoshow 2018, the second time the event being held at the venue. This year s event, which will allow visitors to witness the recently-launched cars, will continue to provide visitors the opportunity to test drive a range of cars from participating brands around a 3km route in the venue. In addition, the off-road experience will be the chance for visitors test the braking system and stabilizers of the 4x4 vehicles available during the show. 7