Malaysia
Malaysia International Gourmet Festival
The Malaysia International Gourmet Festival (MIGF) is a premier fine dining event featuring Malaysia’s very best restaurants. Starting in 2001, the festival was then a very small fine dining scene. Though Malaysians had always enjoyed dining out, people preferred more traditional restaurants and hawker food.
From the outset, therefore, the festival’s aims were to increase the size of the population of fine diners and to create sustained interest in Malaysia’s fine dining scenes.
During the festival, restaurants put aside their highly competitive differences and join together in a collective marketing effort. Rather than bringing in chefs from overseas for a limited food promotion, the festival’s firm focus is on the skills of world-class chefs already residing in Malaysia. This emphasises the all-year-round quality of our restaurants—a vital factor in encouraging more locals to dine out throughout the year.
Special festival menus sold at special festival prices help attract a new generation of diners and persuade existing diners to try different venues and dine out more often. These month-long deals and offers aim to make fine dining in Malaysia accessible to everyone.
Festival awards also give valuable recognition to the country’s top food and beverage professionals and encourage more young people to take up careers in the hospitality industry.
Completing the picture, the Festival is heavily publicised overseas, selling Malaysia as a top food tourism destination. Earlier this year, the Festival organiser, Asia Reach Media was awarded one of the hospitality industry’s most coveted international prizes—the PATA (Pacific Asia Travel Association) Gold Award for Marketing in the Industry Category. The festival has also been recognised by Tourism Malaysia as one of the country’s top 50 official events for Visit Malaysia Year 2007.
http://www.migf.com/home.html