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In the current economic downturn our top restaurants need active promotions more than ever. They also need each other. For the Malaysian International Gourmet Festival (MIGF) is without question a team game. Always was, and always will be.

Over the past eight years, successive MIGF teams – from the top chefs to the humblest of waiting and service staff; from the organising team to behind-the-scenes event marketing and publicity personnel – all have steadily raised the bar in terms of quality, variety, innovation and achievement, regardless of any prevailing economic or other perceived obstacles.

In 2007 this dedication culminated in the winning of the coveted PATA Gold Award for Marketing, in recognition of the Festival’s outstanding innovation in promoting Malaysia’s tourist industry regionally and internationally. Indeed, the Festival can now confidently claim to be one of the country’s best known international brands. But complacency is the last thing on our agenda – in fact, it’s not even on our agenda!

The Festival Chefs uniting this year will unveil an even greater range of creative surprises, delicacies, and dining delights – raising standards that impact upon the entire industry. And in doing so, they will keep Malaysia ahead of other countries in the region. Though some are now copying our Festival format and ideas, none has yet managed to replicate our “Chefs United” camaraderie or match the scale and scope of MIGF.

MIGF has been instrumental not only in making our fine dining accessible to an ever-increasing number of Malaysians, but also in attracting countless numbers of high yield tourists and convention delegates to our shores. Along the way it has also developed into a unique international event that Malaysia can truly be proud of.

But as they say the proof of the pudding is in the eating! Throughout this October dine out in as many Festival restaurants as you can with your family, friends and associates. As most of you already know, and the rest will surely discover, Malaysia has fabulous food, and few places on earth can match our sheer value and diversity.

Jemput makan!

Having witnessed the remarkable growth of the Festival from its very humble beginnings, I also find it entirely fitting that Malaysia’s top chefs and restaurants have now become widely recognised, and today enjoy a reputation at least the equal of the finest in the region and beyond.

When the Festival started back in 2001, Malaysia was not well known for its fine dining. This was hardly surprising given that most Malaysians back then preferred our wonderful hawker food and as such there were barely a dozen fine dining restaurants in Kuala Lumpur.

The Festival’s aims from the outset were therefore threefold: firstly to increase the size of the local fine dining population – a base from which Malaysia’s entire food and beverage industry could grow; secondly, to create a sustained, ever-increasing interest in the local fine dining scene; and last but certainly not least, to make Malaysia an international food tourism destination of choice.

That it has succeeded in all three aims – in fact exceeding expectations in each area – is testimony to the meticulous planning, strategy execution, and sheer hard work to which all involved have contributed. And it is this splendid team ethic which makes this year’s Festival title so apt: ‘Chefs United’.

Looking beyond these overall achievements, what should be remembered is that MIGF not only brings in valuable tourism revenue but it also adds to our quality of life and underlines Malaysia’s status in the world at large; as a safe and sophisticated place in which to reside, make a second home, enjoy a holiday, or base any manner of corporate headquarters in.

Once again I take this opportunity to congratulate the MIGF team as a whole, and particularly AsiaReach Events whose original concept the Festival was, and who have toiled tirelessly these past nine years to ensure it goes from strength to strength.

I hope you all have a truly enjoyable Festival!

The concept and execution of MIGF dovetails seamlessly with the Ministry’s plans to vigorously promote Malaysia, both worldwide and within the country itself, as a fabulous food destination.

In fact the Ministry of Tourism’s new tagline “Fabulous Food Malaysia!” promoting Malaysian food sums up things entirely.

Under this umbrella we have a three tier programme: the first promotes our gourmet cuisine capabilities, as epitomised by MIGF and our top restaurants; the second encompasses heritage food and food courts from all the various states of Malaysia; and the third promotes our multi-culturally influenced hawker and ‘street’ food.

MIGF is a firmly established, internationally recognised event which confirms Malaysia’s status as the top gastronomic nation in the region. More importantly it has helped to raise the standards of our best restaurants and the quality of their menus and service – vital elements that have helped Malaysia transform itself from a backpackers’ destination to one that meets the needs of the most discerning of tourists and MICE (Meetings, Incentives, Conventions and Exhibitions) delegates.

The Government fully supports events like MIGF which provide impetus for the growth of our multi-billion ringgit food and beverage sector and which complement the Ministry’s efforts in making Malaysia a top-of-mind destination for high yield tourists.

On behalf of the Ministry I would like to commend AsiaReach Events for the enormous efforts they have made to initiate, plan and organise this prestigious annual Festival.

Malaysia Truly Asia!