IPOH: The notion of Ipoh being merely a brief stopover before continuing the journey to Kuala Lumpur or Penang is no longer valid.
Tourism Perak chief executive officer Nurmalis Musa said the trend has changed over the years and visitors now tend to stay in Ipoh for at least three days and two nights to enjoy the city's unique offerings.
Listed by CNN Travel as one of the most underrated places in Asia, Nurmalis said the capital city of Perak is renowned for its White Coffee and a variety of delicious food options, such as Nasi Ganja, Hor Hee, Ayam Tauge, and more.
"We have many visitors coming from Kuala Lumpur. Ipoh is no longer just a brief stopover, people prefer to stay here and enjoy the city.
"With the introduction of the ETS Express service this Aug 1, which shortens travel time between Kuala Lumpur and Ipoh, I believe the number of visitors will increase.
"The service will shorten the journey to two hours for the KL Sentral to Ipoh compared to about 2 hours 40 minutes previously," she said.
With the rising number of visitors, Nurmalis emphasised the importance for local authorities to maintain existing tourism products while also seeking new ones.
"We can't be complacent with what we have. We need to find or develop new attractions. For instance, Tasik Cermin, which was once considered a 'ghostly place,' is now progressing well.
"Tasik Cermin has become a must-visit spot in Ipoh, attracting around 60,000 visitors between Fridays and Sundays. Nearby, Chang Jiang White Coffee complements the attraction.
"Another notable attraction is the Qing Xin Ling Leisure and Cultural Village, which draws between 200,000 and 300,000 visitors each month."
She said local authorities must be proactive in identifying new potential products for promotion.
"We (Tourism Perak) can't create assets ourselves. Once a product is ready, we can promote it. However, there is sometimes a misunderstanding about our role. We don't build infrastructure, that responsibility falls to the local authorities.
"Only local authorities have the power to develop or maintain certain places. Our role is to promote these attractions," she said noting that Ipoh has significant potential with its stunning limestone hills and caves, providing even more reasons to visit.