Tourism Malaysia

Malaysia Business Travel Guide - - Front Page -

TOURISM MALAYSIA WAS formed as an agency un­der the for­mer min­istry of Trade and In­dus­try, known as the Tourist Devel­op­ment Corporation of Malaysia (TDC) which was first es­tab­lished on 10 Au­gust, 1972.

The Min­istry of Cul­ture, Arts and Tourism was formed on 20 May, 1987 and sub­se­quently, TDC be­came a part of this new en­tity.

The Cor­po­rate Com­mu­ni­ca­tions Di­vi­sion at Tourism Malaysia ex­plains how the author­ity is de­vel­op­ing and pro­gress­ing with its key ob­jec­tives in the coun­try.

Q Asia Out­look (AsO): Since in­cep­tion, how has Tourism Malaysia de­vel­oped and pro­gressed in terms of its key ob­jec­tives and the messages it tries to get across?

Al­iza Man­sor (AM): While we have many func­tions, our pri­mary goal has al­ways been to stim­u­late and pro­mote Malaysia as a premier tourist des­ti­na­tion. The ‘Malaysia Truly Asia’ brand­ing por­trays Malaysia as a whole­some tourist des­ti­na­tion with a ‘Truly Asia’ rep­re­sen­ta­tion, re­flected by the pres­ence of the Malay, Chi­nese, In­dian as well as the indige­nous peo­ple of Malaysia.

To­gether they make up the rich and di­verse her­itage and cul­ture of our coun­try, and in that sense, noth­ing has changed - we still con­sider this a ma­jor sell­ing point for Malaysia - and con­tinue to use this brand un­til to­day.

How­ever, un­der the Eco­nomic Trans­for­ma­tion Pro­gramme (ETP) which was in­tro­duced in 2010, the Gov­ern­ment has iden­ti­fied sev­eral niche ar­eas un­der Tourism to focus on. For ex­am­ple, un­der the Tourism Na­tional Key Eco­nomic Area (NKEA) the Gov­ern­ment has out­lined sev­eral ini­tia­tives such as po­si­tion­ing Malaysia as a shop­ping des­ti­na­tion, as well as de­vel­op­ing cruise and golf tourism among others. Over­all, this leads to a big­ger theme of po­si­tion­ing Malaysia as a lux­ury des­ti­na­tion, which has guided our mar­ket­ing ef­forts in the last sev­eral years. Q AsO: To this end, how would you say Malaysia has de­vel­oped in re­cent years as a busi­ness travel hub and what are the key rea­sons be­hind its grow­ing ap­peal?

AM: Since 2010, Malaysia has sup­ported a to­tal of 1,726 busi­ness events which trans­lates to some

RM8.8 bil­lion in eco­nomic im­pact. Through­out this pe­riod, we wel­comed more than 800,000 del­e­gates, who col­lec­tively spent more than RM5.3 bil­lion in the coun­try to date. This is tes­ta­ment to the ef­forts that we have made to po­si­tion our coun­try as a premier des­ti­na­tion for busi­ness events and meet­ings, and we cer­tainly have come a long way as a busi­ness tourism des­ti­na­tion.

One rea­son for our ap­peal for busi­ness tourism is that we are a high­ly­de­vel­oped, po­lit­i­cally sta­ble na­tion lo­cated in the heart of Southeast Asia be­tween the two boom­ing economies of China and In­dia. Cou­pled with our mul­ti­cul­tural di­ver­sity and ex­cel­lent value for money, it makes sense to make Malaysia the busi­ness hub for global as­so­ci­a­tions look­ing to con­nect with Asia. There­fore our strength lies with our abil­ity to en­gage with new eco­nomic cen­tres, which we lever­age through our rich his­tor­i­cal links with China, In­dia, and the Middle-East, while si­mul­ta­ne­ously en­hanc­ing ties with the west.

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