KUALA LUMPUR, MALAYSIA - A job that once raised eyebrows with just a mention is now turning into a potential cash cow for the country's tourism industry.
Local masseurs and spa therapists have upgraded their businesses to not only gain a better stand in the eyes of locals but also to raise their levels to international standards by arming themselves with paper qualifications in the field.
The two-year-old Association of Malaysian Spas (Amspa) has taken it upon themselves to make sure the industry is rebranded to be able to compete in the global market.
Next week, the first batch of 31 participants will graduate with a dual-diploma in Physiological Anatomy and Body Massage conferred by the United Kingdom-based Confederation of International Beauty Therapy and Cosmetology, an international examination board responsible for the education and training of beauty and holistic therapists worldwide.
The programme, offered by Amspa, is run using a grant awarded last year by the European Union Asia Invest Programme, which aims to promote and support business cooperation between Asia and the European Union.
Amspa president Datin Ramona Suleiman said Malaysia, along with the Philippines, Thailand and Indonesia, were awarded the grant of E1 million (SGD2 million) to train therapists.
"We want to rebrand the profession. Spas have become an important part of travel as well as health and wellness.
"But because of some bad apples, the reputation of those who want to run a decent business has been tarnished. This is how the association helps build the reputation of this profession."
Ramona said in the "train the trainer" programme, those who had attended the courses would teach their spa therapists.
"This accreditation is a good foundation for therapists as it improves their consultation and confidence. They would also be better prepared to get into the international market," she said at her booth in the Malaysian Domestic Tourism Fair 2009 yesterday.
Ramona, however, said erasing the negative perception of the job took time.
"Because of the negative reputation of the past, many parents do not let their children come into this programme, thinking it's an improper industry. That is not true. All over the world, wellness is such a big business and therapists are respectable professionals."
Ramona, who has been involved in the spa industry since 1994, said this could only be achieved if the dubious spa operators were weeded out.
"Getting everyone certified and accredited is our association's main aim."
She said Malaysia still depended heavily on workforce from Thailand and Indonesia although they had no proper qualification.
"In these countries, massage is part of their culture and tradition, not so much here. So, in order to kick-start the wellness industry here, we have to embark on extensive training programmes and slowly do away with foreign workers."
