Malaysia Tourism Quality Assurance (MyTQA) is the initiative of the Ministry of Tourism and Culture to improve the quality of service and facilities for tourism products in Malaysia. It encourages a Tourist First approach to customer service. It allows participants to display their certification for promotional purposes, opportunities for training sponsored by Ministry of Tourism and Culture, attending trade missions overseas and lending opportunities under the Tourism Loan Funds. MyTQA objectives include to increase customer confidence for tourism related products and services accredited, classification of tourism products and up to standards, inculcate a culture that values quality tourism products and services as well as quality improvements of tourism products and services in Malaysia.