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Introduction
Mohd Sabili, the manager of Kelantan Tourism Information Centre (TIC), was accountable to
deliberate the best strategies and increase the profile of Kelantan as a tourism destination, as well as
to empower the image of Kelantan as “The Cradle of Malay Culture.” The other important tasks for
him are to gather the related information and working with various level of stakeholders, including
residents, business organizations, media, visitors, and so on. Besides that, he also needs to keep
update with any changes of tourist activities and events, as well as preparing the reports for senior
management and attending meetings with variety of people including the stakeholders either locally
or internationally. As such, within his supervision, Mohd Sabili has to ensure that the reputation and the
positive image of the Kelantan Tourism Information Centre as local tourism authority are well
maintained. Consequently, he is responsible for carrying the positive reputation of TIC into the next
level.
Notably, there are more than 40 events (including sports event, local cultural festivals, food events,
exhibition and entertainment events), ranging from local and international levels have been planned
annually in Kelantan. Among all, the most prestigious signature event that became a trademark for
Kelantan is The Kelantan International Wau Festival, which has been sustained and successfully
hosted by TIC since 1982. Wau is a term to describe the Malaysia’s traditional giant kite.
Notwithstanding, throughout maintaining Kelantan International Wau Festival, many challenges have
been faced by TIC and as the key person, Mohd Sabili has to ensure that the achievement of
Kelantan International Wau Festival successfully prevailed the previous one.
In other words, Mohd Sabili and his team has to gather as much information as possible regarding the
tourism development in Kelantan, especially on the potential of Kelantan International Wau Festival
in boosting tourism in Kelantan. Therefore, this case study is very significant in aiding TICteam to
produce and sustain the success of Kelantan International Wau Festival.
Tourism in Kelantan
Kelantan is one of the fourteen states in Malaysia, situated at the northeast of peninsular Malaysia,
and is very rich with Malay traditional arts and culture. Hence, Kelantan has been labeled as “The
Cradle of Malay Culture,” whereby most traditional Malay culture could be found in that state. The
uniqueness and richness of culture have contributed significantly to Kelantan tourism sector, and it
turned tourism as the second most crucial money-spinner for Kelantan besides agricultural sector (see
picture 1: Map of Kelantan Tourism).
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Picture 1 : Map of Kelantan Tourism
Source: http://leechsock.com/MAP/Kelantan.htm
Specifically, the main reason for tourist to visit Kelantan is for ethnic foods such as the famous Budu,
Nasi Kerabu, Nasi Dagang, Laksam, Akok, and many more. In addition, the traditional culture
performances like Dikir Barat, Menora, Main Puteri, Mak Yong, and Wayang Kulit also successfully
drawn tourist attention to this state. The making of traditional handicraft such as Batik painting and
handmade Rattan furniture has also gained sudience among Kelantan’s tourists. Furthermore, the
traditional Malay games that made Kelantan unique compared to other states in Malaysia such as
Gasing, percussion instrument such as Gendang and Rebana, , and the most important Wau, are
among the factors that stimulate the ideas of hosting cultural event such as The Kelantan
International Wau Festival.
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Table 1 : Among the foods, local arts, culture and handicraft in Kelantan
Category Picture
Local food
Picture 2 : Budu
Source: https://www.vitdaily.com/5-sebab-budu-jadi-
kebanggaan-orang-pantai-timur/
Picture 3 : Nasi kerabu
Sources :
https://www.freemalaysiatoday.com/category/bahasa/20
19/04/23/makan-nasi-kerabu-mampu-sembuhkan-
penyakit/
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Picture 4 : Nasi Dagang
Source: https://sintoknews.com/nasi-dagang/
Picture 5 : Laksam
Source: http://dewimalaysia.com/resepi-buat-mi-dan-
kuah-laksam-sedap-dan-mudah/
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Picture 6 : Akok
Source: http://kelateori.blogspot.com/2010/12/makanan-
kuih-akok.html
Art
performance
Picture 7 : Mak Yong
Source:
https://sejarahkelantan.wordpress.com/2012/09/14/seni-
budaya-kelantan-mak-yong/
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Picture 8 : Wayang Kulit
Source: https://cilisos.my/who-is-this-guy-who-revived-
traditional-arts-banned-by-pas-in-kelantan/
Picture 9: Main Puteri
Source:
https://www.hmetro.com.my/nuansa/2018/01/306548/mai
n-puteri
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Picture 10: Menora
Source:
https://www.facebook.com/155905344561269/photos/men
ora-khek-kelantankredit-gambar-dallah-deen-mohd-zain-
/995851207233341/
Picture 11 : Dikir Barat
Source: https://says.com/my/seismik/kumpulan-koir-di-
kanada-melakukan-dikir-barat-membuat-rakyat-malaysia-
terpegun
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Traditional
games
Picture 12 : Gendang
Source:
https://acegames4usdotorg.wordpress.com/2014/07/10/re
bana-ubi/
Picture 13 : Gasing
Source: malaysiansinnewzealand.wordpress.com
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Picture 14 : Songbird Competition
Source: http://www.heritagemalaysia.my/Klt-
LubokJong.html
Handicraft
Picture 15 : Wau Making
Source: https://www.dreamstime.com/making-wau-bulan-
kota-bharu-kelantan-malaysia-wau-bulan-image148195106
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Picture 16 : Batik making
Source: https://docgelo.com/2011/05/13/kota-bharu-
kelantan-series-batik-making/
Picture 17 : Rattan Furniture Making
Sources: https://encyclocraftsapr.com/basketry-and-
plaiting-malay/
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Distinctive criteria of Kelantan International Wau Festival a tourism product
Kelantan International Wau Festival is a state event that is hosted annually by Kelantan Tourism
Information Centre (TIC), in collaboration with the Tumpat District Council, Kelantan Kites Association,
and Malaysia Kites Council, with the support from various government departments, agencies, and
private sector. Table 2 summarises the necessary information about Kelantan International Wau
Festival.
Table 2 Background information of Kelantan International Wau Festival
Event name Kelantan International Wau Festival or Kelantan International kite
Festival
Date An annual event since 1982 – 2018 (within may to August every year)
Venue Getting Beach, Tumpat
Types of
event
Local cultural festival
Objectives To sustain kites as Malay traditional games, so that it will not be
forgotten by the future generation
To provide knowledge/experience about kite to the attendees
To nurture creativity in kite making activities
To promote Geting beach as one of tourism destination in Kelantan
To provide income for kite makers, as social and knowledge sharing
gathering among kite lovers from the region
Reintroduce traditional pastime to youths
The Kelantan International Wau Festival is very distinct compared to other types of cultural event. For
example, the display of various shapes, sizes, and colours of modern giant kites in the skies made the
event unique, and definitely aiding to sustain the longevity of the festival (Pictures below show some
of the modern kites that have been displayed during the event).
Picture 18 : Various types of kites showcased
Source: http://mohdzawi.blogspot.com/2012/06/kelantan-international-kite-festival.html
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Picture 19 : Various types of kites showcased
Source: http://mohdzawi.blogspot.com/2012/06/kelantan-international-kite-festival.html
Picture 20 : Various types of kites showcased
Source : http://blog.weelingraphy.com/2013/06/kelantan-31st-international-kite.html
Other than the modern standards of kites, the highlight of The Kelantan International Wau Festival is
the showcase of Malaysia’s traditional giant kite (or in Malay, it is known as “wau”), which
impressively attracted international and local participation from all around the world.
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Picture 21 : Traditional kites - Wau Bulan
Source: http://www.mrjocko.com/2015/05/pesta-wau-antarabangsa-ke-33-negeri-kelantan-
2015.html
Picture 22 : Various types of kite showcased
Sources : http://picdeer.com/tag/festivalwaukelantan
In addition to the above points, the various program itinerary that captures all level of attendees also
makes Kelantan International Wau Festival as distinctive. Table 3 shows the detail of programs that
have been planned by the Kelantan International Wau Festival organization team every year. The
variety of event programs, which specially designed to tackle the various level of attendees, has
been observed as the strength for this festival. Conceptually, the nature of the programs organized
during the Kelantan International Wau Festival could satisfy all level of attendees. Mohd Sabili’s role
as the event manager was responsible to creatively design and plan the event programs so that it
can fulfill various demand of their event attendees. Based on previous record, a creative design of
the event program could attract more tourist and sustain the attractiveness of the Kelantan
International Wau Festival.
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Table 3 : Details of Kelantan International Wau Festival
Year /
Date
Participation Additional information related to
Kelantan International Wau Festival
1982-2010
(1-28th )
Information not available Information not available
3-6 June
2011(29th )
Information not available Information not available
5 - 9 Jun
2012 (30th)
48 contestants consisted
of 18 countries (USA, New
Zealand, Thailand,
Germany, Switzerland,
Brunei, Singapore,
Indonesia, Vietnam,
Cambodia, India, Austria,
the Philippines, Japan,
China, Macau, Korea,
and Nepal)
National participation
involves 168 participants
from around the state
Over 60 participations
from Institute of Higher
Education
Glowing Kite competition
Dikir Barat competition
One day trip to Pulau Suri, Pasar Siti
Khadijah, Bazar Buluh Kubu, Arked
Songket & Batik, Pantai Cahaya
Bulan, Gelanggang Seni dan Wakaf
Che Yeh (to promote local tourism
products for international tourists)
International tourist were also
exposed to other traditional cultural
performances like Persembahan
Wayang Kulit, Seni Permainan
Gasing, Tarian Tradisional as well as
Dikir Barat
29 May- 1
June 2013
(31st)
47 participants, ranging
from 18 countries,
namely, Cambodia,
Australia, China, India,
Indonesia, Brunei,
Thailand, the Philippines,
Sweden, Singapore, New
Zealand, USA, France,
Nepal, Belgium,
Germany, Japan, and
Italy
National participation
involving 166 participants
from all states except for
Sabah
More than 60 school
students participated
Total of 23 categories
were contested
Glowing Kite competition
3D kite competition for students from
Institute of Higher Education
Traditional Wau Bulan competition for
secondary schools In Kelantan
Colouring competition for primary
schools (standard 1-3)
Colouring competition for primary
schools (standard 4 – 5)
Exclusive visit to handicraft and
cultural enterprises
International delegates visit local
eco-tourism product (Taman Rekreasi
Gua Ikan, Gua Keris, Gua Gelap,
Gua Pagar, Jelawang waterfalls in
Gunung Stong & Tasik Pergau in Jeli).
28 May- 31
May 2014
(32nd)
Thirty-three participants
comprising of 16
countries, namely
Australia, Brunei, Belgium,
China, Indonesia, Italy,
Germany, Cambodia,
International Dikir Barat competition
(Kelantan versus Singapore)
Glowing Kite competition
International delegates visit to Pantai
Bisikan Bayu, Pasir Puteh
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U.S.A., Nepal, New
Zealand, Philippines,
Sweden, USA, Thailand,
and England.
More than 120 national
participation
26 May -30
May 2015
(33rd )
Forty-five participants
consist of 20 countries,
namely, Australia, Austria,
Brunei, Cambodia, China,
Germany, Indonesia,
Italy, Japan, U.S.A.,
Nepal, New Zealand, the
Philippines, Singapore,
Sweden, Switzerland,
Thailand, Turkey, Ukraine,
and the USA.
More than 120 national
participants
“Dikir Barat Wau Bule Selamat
Sokmo” competition
Glowing Kite competition
International Kites Special
Presentation at Sudara Beach
Resort, Bachok
2- 4 Jun
2016 (34th )
31 participants comprising
of 13 countries, namely,
Australia, Brunei,
Cambodia, China,
Germany, Indonesia,
Curacao, New Zealand,
Singapore, Sweden,
Thailand, Ukraine, and the
USA
More than 120 national
participants
Glowing Kite competition
24-26
August
2017 (35th )
8 countries participated
200 national participation
Information not available
2 – 4
August
2018 (36th )
37 international
participants, from 12
countries participated
30 external participants
Total participants: 250
people
Glowing Kitecompetition
More than 20 sub-events were
planned (i.e., Wau Kucing Tradisi
Naik)
Wau Tradisi decoration
competition
“Layang-layang Rokakku”
decoration competition
Kite-making competition
Bazaars selling local food
products and crafts were set up for
visitors to experience the local flavor
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Picture 23 : Glowing Kite competition
Sources: https://www.malaysianreview.com/58039/pertandingan-wau-bercahaya-antarabangsa-
kelantan-gambar/
Roles of Kelantan International Wau Festival in developing tourism in Kelantan
Any event, product or services offered at tourist destinationshould be able to satisfy the tourist needs,
as it is the objects that are exchanged between tourist and the tourism providers. The satisfaction
from the total travel experience has a major effect on the longevity of the tourism destination.
Kelantan International Wau Festival as one of tourist event in Kelantan is regarded as the right
product, as it fulfills the criteria of a satisfying tourism product. Other than the distinctive criteria of this
event as mentioned in the earlier section, for the sake of developing tourism in Kelantan, Kelantan
International Wau Festival has a major role in Kelantan’s tourism industry. Following are the roles of
Kelantan International Wau Festival in developing and maintaining the performances of Kelantan as
a tourism destination.
Kelantan International Wau Festival as an attraction - Since the organization of Kelantan International
Wau Festival in 1982, it has proven that it has increased the number of tourists’ visit to Kelantan. The
Kelantan International Wau Festival provide an opportunity for local and international visitors to get
to know about the traditional Malaysian kite. Other than multiple varieties of traditional kites, the
Kelantan International Wau Festival also offer variety of activities and programs that can manage to
capture the interest of all visitors. The program arranged for this event are specially designed to be
suitable for all ages, henceattracting attendees to come.
Kelantan International Wau Festival as an animator- Kelantan International Wau Festival is a unique
event with a content and program that help to tangibalise the image of Kelantan as a Malay cultural
hub. The effort to tangibalise the image started from the earlier stage of the festival organization. For
example, the use of traditional drums and wau images in the event brochure portrays the cultural
identity of Kelantan (Refer picture 24, showing the event brochure to get the idea about how
Kelantan International Wau Festival has tangibalise the image of Kelantan as Malay cultural hub).
The program designed during the festival also allows the organizer to show the way of life of the
Kelantanese. Moreover, the venue of Kelantan International Wau Festival, which is held at Geting
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Beach gave added value to the events whereby the destination became alive with sensory
stimulation and an appealing atmosphere, showcasing the colourful and vibrant lives of the
Kelantanese.
Picture 24 : Kelantan International Wau Festival event brochure
Sources: https://www.facebook.com/pg/Stz-Rumah-Tamu-Di-Kelantan-446929358745716/posts/
Picture 25 : Kelantan International Wau Festival event brochure
Sources: https://www.facebook.com/pg/KioskBoboiboyKelantan/posts/
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Kelantan International Wau Festival as a tool for destination branding- Morrison and Anderson (2002,
p. 17) define destination branding as “the process used to develop a unique identity and personality
that is different from other competitive destinations.” Concerning this, Kelantan that is well-known as
“The cradle of Malay Culture,” is being branded as the Malay Culture Hub through the the annual
organization of Kelantan International Wau Festival
Kelantan International Wau Festival as a catalyst- The organization of event like The Kelantan
International Wau Festival requires lots of planning and preparation. Other than preparing the
proposal and budgeting, the upgrading of facilities and amenities at the event venue to achieve the
event standard is also crucial. The landscape of the event venue needs to be improved to
tangibalise the event concept. Hence, these requirements have become a catalyst to the
development and upgrading of the event area. Other than that, Kelantan International Wau Festival
also become a catalyst for local business development whereby residents have the opportunity to
sell local products, food, and beverages, and so on.
Challenges in sustaining Kelantan International Wau Festival
Sustainability refers to the longevity and continuation of the event program itself, as well as
maintaining the direct and indirect impacts of events. Its all about the durability of the Kelantan
International Wau Festival as a tourist attraction. The existing of Kelantan International Wau Festival
since 37 years ago is something that Kelantanese especially TIC could be proud of. Getting support
from the resident is a challenge for Mohd Sabili. Luckily, in this case, the community in the
surroundingarea of Geting Beach react to the organization of the Kelantan International Wau Festival
positively. Kelantan International Wau Festival is one of the event that provided chances to promote
the traditional wau as part of traditional Malay games. In additon, it also reminds the local about
their childhood time and help them to reminisce the excitement and strive to preserve this event as
part of their cultural identity. The organization of Kelantan International Wau Festival is also a platform
for Tourism Information Center to showcase other Kelantan traditional arts and culture such as Dikir
Barat, Mak Yong, local handicraft and many others. Overall, the organization of this event has
successfully made it an ambassor to represent the Malay culture and identity in Malaysia and the
program was able to provide collective memory to all attendee and thus making this festival
sustained. It is one of the events that is a highlight and most waited for by the Kelantan residents.
These factors helps shape the formation of resident support towards The Kelantan Internation Wau
Festival.
In another context, it is a challenge for Mohd Sabili to fully utilize the available resources. The
optimum use of the resources will provide chances to the organizer to enrich the event program. In
this case, resources is referred to the existing image of Kelantan as an origin for various Malay
traditional arts and culture. Other than the status as Malay cultural hub, the different cultures
performances (such as Mak Yong, Mian Puteri, Wayang Kulit, Menora); traditional games (such as
Gasing Top spinning, drum, songbird competition), as well as handicraft resources (such as rattan
handmade product, batik and other types of handicraft), provide attractive power to Kelantan as
tourism destination. Most importantly, the major highlight of the Kelantan International Wau Festival,
which is thedisplay of skills in traditional kite making and kite decoration also helps the organizer to
expressed the event concept.
Conclusion
In summary, the information gathered from Mohd Sabili and the TIC team are sufficient in producing
a better perspective of The Kelantan International Wau Festival event organization. This information
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will enhance the reputation and significant role of TIC as the local authority responsible for the
development of Kelantan’s tourism industry.