The Malaysia International Gastronomy Festival (MIGF) has won a prestigious Pacific Asia Travel Association (PATA) Gold Award 2019 for the best Marketing Campaign – Industry category.
Organised by AsiaReach Events, MIGF has become 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 an international array of cuisines.
Rise To The Top
The festival’s humble beginnings date back to the late 1990’s when a series of light-hearted restaurant reviews called ‘The Gourmet Club’ appeared in VisionKL. This led to the establishment of the inaugural KL Gourmet Festival in 2001 with only a handful of fine dining restaurants.
After overwhelming response, it became the Malaysia International Gourmet Festival in 2006, enabling restaurants from all over the country to participate. In 2012, the organisers introduced Taste MIGF as a pre-Festival event to further promote the month-long affair, and then in 2016 the ‘G’ in MIGF became ‘Gastronomy’ to better reflect the evolution of the Malaysian dining scene.
Today MIGF is top of the web rankings and presides over a fine dining scene that has grown almost tenfold to encompass hundreds of premium restaurants offering a globally diverse range of superb cuisines.
The Gold Standard
Throughout its 18-year history, MIGF has continued to remain relevant and help push boundaries to reflect the thriving landscape of Malaysia’s dining scene. This has helped draw high-yield tourists and MICE (meetings, incentives, conferences and exhibitions) visitors to the country, while cementing its reputation as an international destination of choice.
Just knowing that Malaysia can offer premium fine dining and different types of cuisines is a deciding factor in persuading many affluent tourists to choose the country as a holiday or MICE destination –not just specifically for food tourism, but all kinds of visits. “MIGF prides itself on raising the bar every year and maintaining global interest, and we’re delighted that PATA has recognised our efforts this year. A worldwide reputation for top notch premium dining is vital if Malaysia is to compete for the high-end visitor, and the continued support we receive in helping to realise this is crucial,” said Dato’ Steve.
Through its comprehensive 360-degree marketing campaigns, MIGF generate tangible worldwide publicity valued at tens of millions of ringgit. Promotional elements including TV commercials, print ads, radio contests, magazine publications, digital billboards, social media campaigns, e-newsletters, mobile backdrops, postcards and coverage from external media help spread the word to a regional audience of millions. This will be the second time MIGF is recognised by PATA, having also picked up an award in 2007. A not-for profit association, PATA is a leading authority on travel and tourism in the Asia Pacific region, advocating for sustainable growth, value and quality. Its member organisations comprise hundreds of government, state and city tourism bodies, as well as airlines, airports, hospitality organisations, educational institutions and travel industry companies.
Sponsored by the Macao Government Tourism Office, PATA Awards honour the outstanding achievements of global organisations in four principal categories: Marketing; Education and Training; Environment, and Heritage and Culture. This year’s awards attracted 197 entries from 78 organisations worldwide, with winners selected by an independent judging committee. In total, 27 separate organisations and individuals received recognition. Awards will be given out at the PATA Gold Awards Dinner and Presentation set to take place in Nur-Sultan (Astana), Kazakhstan on 19 September. The event is an integral part of the PATA Travel Mart which runs from 18-20 September, and is expected to attract up to 800 industry executives.