BUKIT TINGGI: With Pahang targeting 15 million visitors and RM13.4 billion in tourism revenue this year, Berjaya Hills Resort is positioning itself as a flagship destination in Bukit Tinggi’s evolving tourism landscape.
Furthermore, Bukit Tinggi has steadily carved out a niche as one of Malaysia’s highland wellness destinations, drawing visitors seeking respite from urban life.
Industry observers note that travellers are increasingly combining leisure holidays with activities centred on rest, rejuvenation and personal wellbeing, creating opportunities for destinations such as Bukit Tinggi to move beyond traditional sightseeing.
The Chateau Spa & Wellness Resort area general manager Paul Cheah said as one of the few luxury wellness resorts in Bukit Tinggi, it positions itself not merely as an accommodation provider but as a destination experience that complements Pahang’s aspiration to strengthen high-value tourism.
“Beyond the traditional stopover appeal of Bukit Tinggi, the resort encourages longer stays through integrated wellness programmes, curated nature experiences, fine dining, spa therapies and personalised retreats,“ he said in an interview with SunBiz.
According to the Global Wellness Institute 2024-2025 research report, Malaysia’s wellness economy was valued at US$31.8 billion, or between RM149 billion and RM151 billion, ranking 10th in Asia-Pacific and 29th globally.
Cheah said the growth of Malaysia’s wellness economy has significantly accelerated demand for holistic travel experiences, and The Chateau has benefited by positioning wellness as a lifestyle rather than a luxury add-on.
He noted that the broader wellness tourism segment has gained traction in recent years as consumers place greater emphasis on preventive health, stress management and work-life balance.
He said wellness travel now encompasses fitness programmes, healthy dining, mindfulness activities, nature immersion and sleep-focused retreats.
This shift, said Cheah, has encouraged hospitality operators to develop more holistic experiences that cater to travellers looking for meaningful lifestyle benefits during their stay.
“Guests today increasingly prioritise preventive health, mental wellness, sleep quality, digital detox, fitness and personalised spa journeys.
“The Chateau differentiates itself through its integrated wellness concept, exclusivity, and cooler highland climate,
personalised service approach, and tranquil natural surroundings that encourage immersive and restorative experiences,“ he said.
When asked how The Chateau balances maintaining its heritage character while appealing to younger demographics, Cheah said the resort balances timeless elegance with modern relevance by offering experiential luxury, wellness programmes, digital convenience and lifestyle-driven packages while preserving its signature sophistication and exclusivity.
Elaborating on The Chateau’s implementation of eco-luxury and sustainability measures, Cheah said sustainability is becoming increasingly important in luxury hospitality. “The Chateau continues to explore environmentally responsible practices aligned with evolving traveller expectations, including energy-efficient operations, waste reduction and locally sourced products where possible.”
Moving on, Malaysia is expanding its halal tourism strategy into the spa and wellness sector, positioning itself to capture a larger share of the growing halal wellness market, which combines wellness offerings with Muslim-friendly hospitality standards.
The segment extends beyond halal food to include privacy-conscious facilities, family-oriented environments and wellness services that accommodate the needs of Muslim travellers.
As demand rises from both domestic and international visitors, destinations such as Bukit Tinggi are seen as well placed to tap into this emerging market while broadening their appeal to a diverse range of wellness seekers.
Cheah said The Chateau recognises the growing demand for Muslim-friendly hospitality experiences. “We continue to evaluate ways to cater to this market sensitively and inclusively through halal-certified dining options, privacy-focused wellness treatments, and family-friendly facilities.”
With Visit Malaysia 2026 under way, Cheah noted some challenges, particularly talent retention, recruitment of skilled hospitality professionals, rising operational costs, supply chain fluctuations and the need to maintain consistent service quality amid growing tourism demand.
“As visitor arrivals continue to grow, the challenge for hospitality operators is ensuring that service standards grow at the same pace. Talent development, workforce retention and cost management remain key priorities, and addressing these areas will be essential to delivering the quality experiences that today’s travellers expect,“ he said.
Despite this, Cheah said, as an 18th-century French castle-inspired resort, The Chateau continues to balance timeless elegance with modern relevance by offering experiential luxury, wellness programmes, digital convenience, and lifestyle-driven packages while preserving its signature sophistication and exclusivity.
