With millions of tourist expected to visit the country through Visit Malaysia 2020, it seems to be the best platform to showcase and promote local batik to the international tourists from across the globe. Batik is said to be the potential drivers of the economy and the promotion of the same needs to be intensified to raise its cultural prominence in the eyes of foreigners who could take batik home as souvenirs, boosting the local batik industry.

VM 2020 aims to welcome 30 million tourists and is eyeing RM100 billion in tourist receipts, with a campaign focusing on ecotourism, arts and culture. Last year, Malaysia welcomed 25.8 million international tourists.

Batik entrepreneurs said batik products should be amalgamed and give a new definition in a way to better market and promote in conjunction with VMY 2020.

“The company had laid out plans to promote Terengganu batik to international tourists,” said Noor Arfa Holdings Sdn Bhd chief executive officer Wan Mohd Ariffin Wan Long. He added “We are finalising batik-related tourism products to be introduced for VMY 2020, in addition to our existing products,”

He said to further promote Noor Arfa Batik products, the company would rely on its outlets here. The company’s brand, Noor Arfa Batik, is one of the industry’s heavyweights, having been in operation for 39 years.

He also emphasised that where Batik is made, the tourist doesn’t come and visit the coastal states and just touch base with the place, in that case, the outlets can be of huge help as the batik van be transported to the outlets for making it available to the tourists worldwide.

“Many international tourists spend most of their time in Malaysia visiting Kuala Lumpur and other nearby locations. They hardly travel to the (peninsula) east coast states, like Terengganu, which are famous for their fine batik products.

“We will make full use of our outlets here to promote our products to tourists,” he said, adding that the company would take part in events and promotions organised by the Malaysian Handicraft Development Corporation (MHDC).“MHDC has planned throughout the year to promote batik and other local handicrafts, which will have a positive impact on the local batik industry.”

Batik marketer Ong Swee Lyn, who is BatikTree co-founder, said batik should be the prominent culture and heritage product throughout VMY 2020. As they can be a great gifting option promoting the county’s culture she said “Batik reflects who we are as Malaysians. At the same time, we should play our part so that it remains a relevant tourism product. It is no longer about old traditions, worn by our mothers and grandmothers at home.”