The Malaysian Tourism Federation (MTF) has warned that a proposal to change Port Dickson’s name would weaken brand recognition and undermine investor confidence.
MTF president Sri Ganesh Michiel urged authorities to instead focus on developing the area to enhance visitor experience and drive tourism.
He said investments in infrastructure, cultural heritage and facilities would create long-term value that appeals to both domestic and international tourists.
Ganesh added that a sudden change to Port Dickson’s name could disrupt ongoing promotional strategies as investors emphasise stability and rely on a clear brand identity before making commitments in hospitality, retail and tourism.
“Changing the name may attract temporary attention, but it risks causing confusion and diluting recognition.
“At the same time, it could reduce repeat visitors while incurring unnecessary costs for marketing and rebranding,” he told FMT.
He said channelling resources into sustainable tourism and innovative promotional strategies would boost Port Dickson’s competitiveness and long-term growth.
“In the end, tourists and investors are drawn to authenticity, stability and experiences, not just labels,” he said.
On Wednesday, Negeri Sembilan menteri besar Aminuddin Harun criticised a group of NGOs pushing for Port Dickson’s name to be changed to Pantai Dermaga.
The Port Dickson MP said the coastal town known for its beaches is hardly an obscure location in need of rebranding, adding that it has been recognised for years as a top tourist destination.
Aminuddin also questioned why Port Dickson was being singled out and urged all parties to be more open-minded.
