5 days ago
- Business
- New Straits Times
Matta: Cerating's sudden name change likely to affect tourist arrivals
KUANTAN: The sudden decision to rename Cherating — a popular tourist destination known for its beaches — to Cerating, just months ahead of the highly anticipated Visit Malaysia Year (VMY) 2026, is expected to negatively affect foreign tourist arrivals.
Travel and tour operators, who have been actively marketing Cherating as a distinctive holiday destination in the lead-up to VMY, were caught off guard by the announcement from the Kuantan City Council less than a week ago.
Pahang's Malaysian Association of Tour and Travel Agents (Matta) Chapter chairman Chea Sin Cheak said several tourism operators have voiced concerns about the abrupt name change.
"Industry players are worried that this change in spelling will significantly affect tourist arrivals. The name Cherating has long been recognised, and renaming it could hinder online searches for the destination.
"Many tourists, especially from China, are familiar with the spelling Cherating. The timing of this change is particularly unsuitable, as we are just months away from VMY could disrupt ongoing promotional and marketing activities related to the destination," he told the New Straits Times today.
Chea said that the tourism industry has consistently used the name Cherating across advertisements, promotional materials, and social media platforms, especially during travel fairs and that the sudden change feels unjust.
He said the Matta Pahang chapter will convene a meeting to gather feedback from industry stakeholders before initiating further discussions with Tourism Pahang and Pahang Tourism and Culture Committee chairman Leong Yu Man.
"We are meeting with Matta members to determine the best approach. We are in talks with stakeholders, as this name change has become an issue," he said.
Meanwhile, a spokesperson from a travel and tour company said that no official directive has been issued, prompting many operators to continue using Cherating in their travel packages.
"Everyone was left in the dark until the local authorities announced on social media. Will the name change even take effect next year?" she asked.
Typing the words "Cerating" in the Google search engine produces no relevant results, while "Cherating" remains the more popular and widely recognised search term.
The rebranding move sparked backlash on social media last week, with many users criticising the decision as unpopular and unnecessary.
When contacted, Pahang Local Government, Housing, Environment and Green Technology Committee chairman Datuk Mohammad Fakhruddin Mohd Ariff said in a brief text message that he would ask the Kuantan City Council to clarify the name change.
