A landmark partnership between Universiti Teknologi Malaysia (UTM) and Malaysia Budget & Business Hotel Association (MyBHA) was officially launched today, signified by the signing of a Memorandum of Understanding (MoU). This momentous occasion marks a commitment to fostering excellence in hospitality.
Championed by Assoc. Prof. Dr. Thoo Ai Chin from the Department of Marketing and Entrepreneurship, Faculty of Management UTM, this collaboration sees UTM and MyBHA working together on several fronts, including research, teaching, internships, and community engagement in the coming years.
A key feature of this partnership is the establishment of an outbound or off-campus Satellite Lab at MyBHA, situated at Lavender Inn Nusa Bestari. This lab is dedicated to analysing data and consumer trends within the hospitality industry, with a focus on devising innovative solutions to the sector’s challenges.
This significant MoU was signed by Prof. Dr. Rosli Md Illias, UTM’s Deputy Vice-Chancellor (Research and Innovation), and Dr. Sri Ganesh Michiel, National President of MyBHA, in the Main Meeting Room, Sultan Ibrahim Chancellery Building UTM.
The ceremony was attended by a number of dignitaries, including Assoc. Prof. Dr. Ahmad Jusoh, Dean of Faculty of Management UTM; Mr. Jarod Chia Lik Ming, MyBHA National Deputy President; and Mr. Zamari Muhyi, MyBHA National Secretary General. The event’s prestige was further heightened by the presence of Mr. Sharil Nizam Abdul Rahim, Director of Tourism Johor; Mdm. Magdlane Tuborng Melai, Director of MOTAC JOHOR; and Ms. Chresentia F.B Sadatal, Deputy Director of Tourism Malaysia Southern Region.
In line with national tourism campaigns ‘Visit Malaysia 2026’ and ‘Visit Johor 2026’, this collaboration aims to raise Malaysia’s profile as a premier tourist destination through the development of a skilled workforce. This MoU signifies a major step in aligning educational objectives with industry requirements, offering benefits to the wider community and strengthening Malaysia’s tourism and hospitality industry.