A group of students from the Bachelor of Business Administration (Honours) in Tourism Destination Marketing programme participated in a one-day field trip to Cameron Highlands, Pahang, on 21 March 2025. The field trip was part of their coursework for two subjects, Safety & Security for Tourism Destination (UBTT3033) and Tourism Planning and Policy (UBTT3043). It was led by Dr Anthony Tee Mooi Kwong, an academic from the Teh Hong Piow Faculty of Business and Finance.
The objective of the field trip was to provide students with experiential learning opportunities by examining key tourism assets, attractions, infrastructure and safety and security challenges in a real-world setting. Through this experience, students were able to observe and critically analyse tourism development strategies, safety regulations, and sustainability practices in one of Malaysia’s most popular highland destinations.
The visit aimed to:
The field trip covered four key locations that exemplify various aspects of tourism planning, infrastructure development, visitor safety, and environmental sustainability.
The first stop was Tanah Rata Town, where students explored urban tourism infrastructure, including hotels, restaurants, and transport hubs. They also examined issues such as traffic congestion and limited pedestrian walkways. Through a town walk activity, students assessed crime prevention measures, accessibility features, and public amenities that influence the safety and overall tourism experience.
At the Sungai Palas Boh Tea Plantation, students learned about agro-tourism and sustainable tourism management. They observed visitor management strategies and sustainable tea production efforts while also identifying challenges such as steep terrain, limited road accessibility, and crowd management. The visit provided insights into how tourism both supports and impacts local industries.
The third location, Mossy Forest, offered a deeper understanding of nature-based tourism and environmental safety. Located along Gunung Brinchang at approximately 2,000 metres above sea level, Mossy Forest is one of Malaysia’s oldest cloud forests, known for its misty atmosphere, rich biodiversity, and delicate ecosystem. Students explored conservation facilities including boardwalks, educational signage, and waste management systems. They discussed the importance of balancing conservation with visitor engagement, and assessed environmental risks such as slippery paths, unpredictable weather, and potential landslides.
The final stop was Kea Farm Market, where students examined the dynamics between mass tourism and safety concerns. They explored how the popularity of local produce, especially strawberries, drives tourism growth, while also raising issues related to overcrowding, road safety, and environmental impact. Discussions highlighted the economic significance of such attractions and the need for effective crowd and traffic control.
Following the trip, a classroom wrap-up session was held to encourage reflection and critical thinking. During the discussion, students shared their observations and highlighted several key takeaways. These included the importance of well-planned infrastructure for ensuring visitor safety and accessibility, the need to improve traffic and pedestrian safety in crowded tourist areas, the role of conservation in protecting fragile environments through ecotourism, and the challenges posed by mass tourism, such as overcrowding, increased crime risk, and pressure on natural resources.
Students also reflected on the balance between economic benefits and sustainability in tourism policies, reinforcing the importance of planning for long-term viability for both local communities and the environment.
The field trip served as a vital component of the students’ academic learning, enabling them to apply theoretical knowledge to real-world scenarios. It also encouraged critical thinking, problem-solving, and a deeper understanding of tourism destination planning, safety, and sustainability, key competencies for their future careers in the tourism industry.
A glimpse into the engaging activities from the field trip
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