Malaysia’s fabulous food offering is now firmly positioned as a major tourist attraction for Visit Malaysia Year 2020 with the Malaysia International Gastronomy Festival (MIGF) winning the prestigious Pacific Asia Travel Association (PATA) Gold Award for Marketing 2019.
Organised by AsiaReach Events Sdn Bhd and created in 2001, MIGF is one of Asia’s best-known international tourism brands and is widely credited for developing Malaysia from a hawker food destination to one offering premium dining and worldclass cuisines.
Through several exciting and well-orchestrated events, MIGF goes all-out in its efforts to bring in the crowds
Picking up the award in Nur Sultan, Kazakhstan, MIGF Organising Chairman, Dato’ Steve Day said, “This is a terrific honour for all our Festival restaurants, their brilliant chefs, the service teams and kitchen staff plus Datin Su Wai Fun and the hard working team at AsiaReach Events.”
The PATA Gold Awards attracted 197 entries form 78 global organisations. The win for MIGF comes just months ahead of Visit Malaysia Year 2020 (VMY2020) and perfectly illustrates the country’s reputation as a top-notch choice for food tourism.
In the words of MIGF Royal Patron, Tunku Naquiyuddin ibni Tuanku Jaafar, “Just knowing that Malaysia can offer premium dining and different types of cuisines is a deciding factor in persuading people to choose Malaysia as a destination.”
Macao Government Tourism Office Director Maria Helena de Senna Fernandes, MIGF Organising Chairman Dato’ Steve Day and PATA CEO Dr Mario Hardy
Some 30 million tourist arrivals are targeted for VMY2020 and food is a significant pull factor in attracting high-yield tourists and MICE (meetings, incentives, conferences and exhibitions) visitors to our shores.
Food For Thought
MIGF has consistently remained unique, exciting, fun and cutting edge throughout the years, putting on a novel show that has captivated the region.
The annual MIGF Media Launch is always an incredible occasion, renowned for its wow factor and getting maximum publicity for the Festival. Previous crowd-rousing spectacles have included Festival chefs arriving in a fleet of helicopters, BASE jumping off the KL Tower, appearing as a flash mob in a downtown mall and parading as members of a symphony orchestra!
The Festival Chefs touch down at Merdeka Square for MIGF 2009
In 2015, the festival went cosmic with an odyssey that took foodies on an exploratory mission to Planet Epicure. Its Galactic Chefs, of course, were at the centre of it all – preparing menus that were simply phenomenal.
Then, in the following year the Festival changed gears as High Octane Chefs appeared on the scene. A roaring convoy of 34 Porsche sports cars and police outriders escorted the chefs through the heart of KL as they were revealed for the first time to assembled media. That same year featured Harley Davidsons, roller coasters, bumper cars and much more in a rip-roaring finale.
The interstellar culinary voyage of MIGF 2015 and its Galactic Chefs
In a launch format found nowhere else in the world, the breath-taking curtain raiser for MIGF 2018 featured the Festival Restaurants showcasing their culinary creations in the spectacular Theatre of Cuisines. As always, VIP guests including foreign ambassadors, royalty, celebrities, and food writers gathered for the event.
The Red Hot finale of MIGF 2014
The 17th edition of the festival carried the theme ‘Muhibah Chefs! Good food brings us together!’ chosen to emphasise on the power of food and its ability to unite. It was also a reflection of the capacity of the Festival chefs to put aside their differences and work together for the better – one of the key tenets on which the Festival has always operated.
High Octane Chefs all revved up for MIGF 2016
Raising The Bar
Year in and year out there is healthy competition among our top restaurants to see who can serve up the most creative menu during the Festival month. Diners enjoy a spectacular array of dishes available at special Festival prices – giving them the very best dining experience possible. All this striving for excellence has been of incredible value in influencing and developing the scene, not just in Kuala Lumpur, but all over Malaysia.
The key to the success of the Festival has been collective marketing which the PATA award honours. “By working together, Malaysia’s restaurants have a global voice and everyone benefits,” enthuses Dato’ Steve. “There’s camaraderie among the chefs and they share ideas. There’s pride among the service teams.”
“And of course, all diners benefit from the higher standards, the wider choice and the greater value of premium dining in Malaysia. For sure our wonderful food is a great drawcard for Visit Malaysia Year 2020.”
The Muhibah Chefs of 2018 united on stage with Festival organisers, sponsors and partners