As­so­ci­a­tion - Tourism Malaysia

Asia Outlook - - Business Travel -

TOURISM MALAYSIA, FEA­TURED in a pre­vi­ous is­sue of Asia Out­look, 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.

Hav­ing al­ready vis­ited Malaysia,

Al­iza Man­sor Se­nior As­sis­tant

Di­rec­tor, Me­dia Unit, Cor­po­rate Com­mu­ni­ca­tions Di­vi­sion at Tourism Malaysia ex­plains to Asia Out­look how the author­ity has de­vel­oped and pro­gressed with its key ob­jec­tives in the coun­try since we last spoke.

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

Al­iza Man­sor (AM): The “Malaysia, Truly Asia” tagline has worked won­ders to po­si­tion our des­ti­na­tion’s di­ver­sity. It gets the mes­sage across that Malaysia is a kalei­do­scope of cus­toms, re­li­gions, tra­di­tions, fes­ti­vals, her­itage, arts and crafts, and cuisines of Malays, Chi­nese, In­di­ans, and var­i­ous eth­nic group that con­tin­ues to fas­ci­nate vis­i­tors from all over the world.

Malaysia has also premised it­self as a di­verse tourism des­ti­na­tion that of­fers world-class at­tractions, in­clud­ing na­ture, shop­ping, ad­ven­ture, is­lands and beaches, as well as many in­ter­na­tional events, pro­vid­ing vis­i­tors with a plethora of in­ter­est­ing choices. Be­sides that, the coun­try is also a ma­jor des­ti­na­tion for health tourism and MICE events.

This “Malaysia, Truly Asia” brand­ing con­tin­ues till to­day to po­si­tion Malaysia’s unique­ness.

AsO: To this end, how would you say Malaysia in gen­eral has de­vel­oped since then as a busi­ness travel hub and what are the key rea­sons be­hind its grow­ing ap­peal?

AM: The Malaysia Con­ven­tion & Ex­hi­bi­tion Bureau (MyCEB), a non­profit or­gan­i­sa­tion, was es­tab­lished in 2009 by the Min­istry of Tourism and Cul­ture Malaysia to grow the coun­try’s busi­ness tourism in­dus­try. Its in­cep­tion is in line with Malaysia’s Eco­nomic Trans­for­ma­tion Pro­gramme (ETP) to el­e­vate the coun­try to de­vel­ope­d­na­tion sta­tus by 2020.

MyCEB aims to fur­ther strengthen Malaysia’s global ap­peal and po­si­tion as the lead­ing des­ti­na­tion for in­ter­na­tional meet­ings, in­cen­tives, con­ven­tions, trade ex­hi­bi­tions and ma­jor events. The bureau as­sists lo­cal and in­ter­na­tional ex­hi­bi­tion or­gan­is­ers to bid, se­cure and stage suc­cess­ful ex­hi­bi­tions in Malaysia.

From 2010 to 2017, the bureau had se­cured a to­tal of 958 events which trans­lated to RM6.2 bil­lion in vis­i­tor ex­pen­di­ture and RM11.5 bil­lion in eco­nomic im­pact. Malaysia has an im­pec­ca­ble track record for host­ing some of the world’s ma­jor in­ter­na­tional events, in­clud­ing F1; Moto GP; MTV World Stage; IRON­MAN Malaysia Triathlon; K-Pop Con­certs, and more.

The cat­a­lysts for suc­cess in this sec­tor can be at­trib­uted to Malaysia’s po­lit­i­cal sta­bil­ity, world-class fa­cil­i­ties, strate­gic lo­ca­tion, va­ri­ety of ac­com­mo­da­tion, favourable cur­rency ex­change rate.

AsO: Tak­ing a more gen­eral in­dus­try stance, how would you eval­u­ate the tourism sec­tor in Malaysia now com­pared to its con­di­tion in 2017 and what key trends are driv­ing such de­vel­op­ments?

AM: In 2017, Malaysia reg­is­tered

25.9 mil­lion tourist ar­rivals and RM82.1 bil­lion in tourist re­ceipts. Mov­ing for­ward, Tourism Malaysia has de­vel­oped the In­te­grated Pro­mo­tion Plan 2018-2020 to drive Malaysia’s tourism in­dus­try for­ward and achieve its ob­jec­tives and tar­gets for the next three years – 33.1 mil­lion tourist ar­rivals and RM134 bil­lion in tourist re­ceipts for 2018, and 34.5 mil­lion ar­rivals and RM151 bil­lion in re­ceipts for 2019. The ul­ti­mate goal would be to achieve 36 mil­lion tourist ar­rival and a rev­enue of RM168 bil­lion in 2020.

This plan has six out­lined strate­gies:

• Op­ti­mise the use of the lat­est

in­for­ma­tion tech­nol­ogy.

• Lever­age on up­com­ing ma­jor events.

• Syn­er­gise with the de­vel­op­ment of mega projects.

• En­hance ini­tia­tives made un­der the NKEA.

• Max­imise in­te­grated mar­ket­ing


• Pro­mote Malaysia as a film­ing des­ti­na­tion.

AsO: What is in store for Malaysia over the course of 2018 and be­yond to con­tinue the good work al­ready com­menced and to en­hance its rep­u­ta­tion as a tourism and busi­ness travel hub fur­ther in the fu­ture?

AM: Our im­me­di­ate task is to take ad­van­tage of PATA Travel Mart, which we have won the bid to host in Langkawi this Septem­ber. It is one of the first ma­jor tourism events we are host­ing this year, pre­sent­ing a key op­por­tu­nity and an in­ter­na­tional plat­form for the pro­mo­tion of Malaysia and Visit Malaysia Year 2020.

Fur­ther, Malaysia has been named as the ECTAA pre­ferred des­ti­na­tion part­ner for 2018 – a Euro­pean travel agents and tour op­er­a­tors as­so­ci­a­tion that con­sists of 36 travel agent and tour op­er­a­tor as­so­ci­a­tions from 30 Euro­pean coun­tries, and as the Of­fi­cial Part­ner Coun­try at ITB Ber­lin 2019. These part­ner­ships are ex­pected to give Malaysia wider global pub­lic­ity as well as ac­cess and op­por­tu­ni­ties to work closely with in­dus­try mem­bers in Europe.

Whilst we con­tinue to fo­cus on im­prov­ing Malaysia’s do­mes­tic and in­ter­na­tional con­nec­tiv­ity, Ger­many’s Con­dor Air has agreed to com­mence Frank­furt-KL con­nec­tions be­gin­ning Novem­ber, and Thom­son Cruises have an­nounced they will in­tro­duce a new

pro­gramme in Malaysia this Win­ter.

“Fur­ther, Malaysia has been named as the ECTAA pre­ferred des­ti­na­tion part­ner for 2018 – a Euro­pean travel agents and tour op­er­a­tors as­so­ci­a­tion that con­sists of 36 travel agent and tour op­er­a­tor as­so­ci­a­tions...”

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