EXPLORING THE CHALLENGES IN DEVELOPING EQUESTRIAN TOURISM: A CASE STUDY OF MALAYSIA

Equestrian tourism is a highly specialised sector with enormous growth potential for Malaysia's tourism industry. However, its development faces numerous challenges, particularly regarding financial, infrastructure, and government support. This study will investigate the major challenges to developing equestrian tourism in Malaysia. In-depth interviews with 22 equestrian and tourism industry participants were conducted using a qualitative methodology. The findings highlight several issues, including inadequate funding, poor infrastructure, and a lack of government support and training. Recommendations for overcoming these obstacles and realising Malaysia's equestrian tourism potential are provided.