Closer Look to Malaysia Tourism Essay Example

Closer Look to Malaysia Tourism Essay Example Closer Look to Malaysia Tourism Essay Closer Look to Malaysia Tourism Essay Essay Topic: Our Countrys Good Today, tourism becomes more and more important sector in the world’s economy. Travel affects every continent, country and the city by the influx or outflow of tourists. Furthermore, it is subject to social, economic changes and competition. The world becomes a global village because of tourists and business tailoring directly relating jobs to tourism as well as support industries increasing export of local product. In the Southeast Asia region, Malaysia is a model how to take the best from tourism by making it better and better. In this writing, Malaysia and its people is closely seen. As for tourism, we will look into history of Malaysia’s tourism development together with how Malaysia Tourism Promotion Board manages it. Its marketing strategies are also analyzed in the current trends of the world’s tourism. Finally, we will come to arousing thinking tourism in Malaysia and Vietnam in comparison and experience learning. MALAYSIA – COUNTRY AND ITS PEOPLE Situated just north of the equator, covering an area of 330,400 square kilometers, Malaysia is actually made of two land masses: West Malaysia or Peninsular Malaysia and East Malaysia including Sabahand and Sarawak. Malaysia comprises 13 states, having Thailand, Singapore and Indonesia as neighbors. The various of states offer an incomparable and exiting variety of tropical jungles, warm climate, beautiful beaches, hill resorts. Malaysia experiences diversity in races and in culture. The people of Malaysia include the majority of Malays, Chinese, Indians and other ethnic groups. Each racial group retains and nature’s their individual traditions, customs and lifestyle. Malaysian always boasts a friendly smile and the most often heard phrase is â€Å"Selanat Datang† simply meaning welcome. MALAYSIA TOURISM PROMOTION BOARD (MTPD) The establishment of the Tourism Development Corporation Malaysia in 1972 was considered the first step of Malaysia’s tourism. After the remarkable efforts in developing and promoting tourism, the Ministry of Arts Culture and Tourism (MOCAT) was incepted in 1992, is an agency under the MOCAT which officially governs tourism industry. In April 2004, MOCAT was split to separate the ministry responsible solely for matters to relate to tourism. Meanwhile, the MTPB is responsible for the marketing and promotional aspects of tourism. It works in collaboration with local tourist offices and operates many oversea offices. It is said that they are vary effective in obtaining reservation for Malaysia. MTPB vows its mission statement: marketing Malaysia as the destination of excellence and making the tourism industry a major contributor to the socio-economic development of the nation. MTPB has objectives concerning marketing Malaysia as an outstanding tourist attraction, attracting world’ attention to Malaysia’s images that uniquely splendor and beauty of the country, increasing number of tourist arrivals. RECENT ACHIEVEMENT Tourism is currently the second highest contributor to Malaysia’ Gross Domestic Product after manufacturing. Malaysia caught up with Singapore and Thailand in term of tourist arrivals and tourism receipts, making it a destination in it own right. Recent, Malaysia tourism experienced mostly increase in number of foreign visitor. From January to September 2004, the number of foreign visitors to Malaysia reaches 11,711,440 increased by 64. 5% against the same period last year. Tourist arrivals to Malaysia are increasing rapidly according to Immigration Department. Tourism receipt is total around US$ 2. 5billions on average each year. Domestic visitor has also been considerably growing. The tourism industry now is the country’s third largest foreign exchange earner. The MTPB has received a prestigious World Travel Mart Silver Award for its remarkable contribution to regional travel and tourism industry. MARKETING STRATEGIES Tourism is very sensitive sector. The strategies of tourism development need to match with the strengths and the weakness of a country. Malaysia has taken full its advantages and opportunities of developing tourism as well as overcoming its difficulties to have its right decisions. It can be seen that the advantages of Malaysia tourism are the outstanding natural beauty, the cultural diversity, good accessibility, good tourism facilities, safety and English widely spoken. Its opportunities for multi-destination or cross border tourism have been vastly improved. Young travel, World Heritage Site branding and better access through budget carriers and potential can be transformed into economic benefit. The success of tourism depends on its marketing strategies. Marketing strategies process comprises identifying target market, estimating tourist arrivals, and describing strategy to meet goals and objects. â€Å"The tourism industry has changed And Malaysia tourism players have also changed their strategies and marketing plans to fit in with the challenging time’’ Minister of MOCAT, Dr Ng Yen Yen said. Here comes the tactics to attract tourist to Malaysia. POSITIONING TARGET MARKET Market shifting is necessary in tourism, especially when the world is threatened by terrorism and epidemic. Under any circumstance Malaysia has its marketing strategies to concentrate on selecting market besides domestic market. Domestic market is concentrated to avoid losing a large number of visitors for other countries. Now Malaysian has become more aware of local and regional places and realize. There are attractive destinations in their own country to explore. Besides traditional market namely Singapore, Thailand and West Asia, China, India and some Europeans are considered positioning target market to increase tourists to Malaysia. We must build up our regional and local destination. We must not forget a huge market like China which also hold vast opportunities’’, Dr Ng Yen added. In an effort restore its tourism figures, Malaysia Tourism has launched a number of promotions to tap the potential India market. Malaysia wants to create a niche market for leisure tourism and pursue a new area, in expending their potential. The World Travel Mart on 12 Nov 2004 has enabled Ma laysia to gauge the climate of global tourism to be in a better and competitive position. Based on an average of 12 million tourists a year, the target of 15 million tourist arrivals this year can be achieved in the strategies of positioning target market. ATTRACTION SLOGAN An attractive slogan, referring to no second better and more suitable is very important in tourism. A successful slogan should be an attention getter, raise the country’s image and lure visitors to the country. How you feel about the slogan â€Å" Fascinating Malaysia ’’. At the time of the year 1998, it was considered a successful slogan. It aroused interest about Malaysia as a orth – discovering world. It promised the exiting trip to Malaysia. Over the years, Malaysia‘s image has been changed from â€Å"Beautiful Malaysia ’’ to â€Å" Only Malaysia ’’, followed by â€Å" Fascinating Malaysia ’’ and currently â€Å" Malaysia – Truly Asia ’’. As a multi-racial and multi-cultural country, Malaysia shows a colorful custom and religion. The multiple facets of the country are what make Malaysia so fascinating and colorful to tourists. Hence, the country is marketed under the â€Å" Malaysia – Truly Asia† branding to the world. Ideally, Malaysia’s slogan posses AIDA – A means getting attention, I – holding interest, D – arousing desire and A – obtaining action. Come to Malaysia, you will have the experience of entire Asia only a smile away. Remind us of Malaysia automatically ring the slogan â€Å" Malaysia – Truly Asia†. TOURISM PROMOTION In order to popularize the image of Malaysia and its tourism product, the MTPB takes parts in or operates many activities and events: Trade and Tourism Fair, Consumers Fairs, Seminar/ Workshop Malaysians are experts in exploring its natural resources and its advantages. Every year, Malaysia’ s Tourism holds many international and national events to draw foreign visitors to Malaysia. Response from tourism players for the upcoming 15th MATTA International Travel Fair is encouraging, without 200 exhibitors taking up about 95% the booths for yearly events. â€Å"With more people taking part in the fair, people more recognizing Malaysia’s potential as a top tourist spot with beautiful attractions†. World Amateur Inter – Team Golf Championship and World Grand Prix were organized with the objective of promoting holiday’s destinations that offer golfing facilities to both the international and local markets. Today, Malaysia is increasingly viewed as a prime exhibition and convention venue, which offers professional expertise backed by support service and attractive tourists places. Malaysia becomes one of the tops 21 MICE locations worldwide and the MICE markets in South East Asia. Color of Malaysia is a sere of activities concerning cultural festivals, sumptuous cuisine and resplendent costumes. â€Å" Come to Malaysia to experience Asia†. This is how cultural diversity and religious help to promote tourism. Malaysia is known as a beautiful land and a shopping paradise. â€Å" Go holiday. It is all here in Malaysia†. Malaysia Megarable is a big deal for all visitors. The local and international emporiums, designer boutiques and stores all cross Malaysia participate in the creation of fantastic. Besides, the Eighth Malaysia Plan’s strategy (2001 – 2005) reflects the expending of international access in new strategic tourist market as well as promoting Kuala Lumpur Beyond the city. In addition, the Rural Tourism Master Plan was built on the two main strengths of Malaysia namely its beautiful countryside and friendly people to create a new brand of tourist experience for visitors, particular long stay visitors. It is being aggressive promoted by Terengganu State government for island tourism. The main approach to transform rural tourism in Malaysia is â€Å" Starting Small to Grow Big† to create new destinations as a part of the tourism marketing strategy as existing destinations could be improved. Malaysians are improving the perception and the image of Malaysia as a liberal Muslim country with a harmonious and multi-religion nation. Part of this includes proving international publicity of hosted events and international participants that Malaysia is a safe and friendly destination. CO-OPERATION Tourism is an element interdependently among the other sectors. Therefore, Co-operation is vital. The MTPB ha recognized and co-operation with the international and national airline for directs flight to tourist destinations to draw visitors. Tourism Malaysia and Airline Malaysia offered the â€Å" Showcase Malaysia Mega Deals† that entitles a free day for four days and three nights in Malaysia for two on purchase of air tickets in Malaysia Airlines. Tourism Malaysia and Singapore have also joined hands for the first time to offer the special package on a twin sharing basis where a traveller would get to spend three nights in Langkawi – the natural paradise of Malaysia and one night in Singapore. In view of improving cross – industry and cross – national Co-operation, the different market scenario, Sabah Tourism together with the State and Federal governments, Tourism Malaysia, the Airlines, hotels and tour operators must work closely with all their resources to have more effective promotions of regional tourism. WHY WE CHOOSE MALAYSIA? As you know, Malaysia’s Tourism is much more developed and more attractive than Vietnam although we also have potentials and advantages as Malaysia. Malaysia and Vietnam share some similarities in natural attractions. Malaysia has been successful in creating and raising their image of its tourism as well as luring tourists to there. Meanwhile, Vietnam has not taken full its advantages and founding its own right strategies. However, from the marginal similarities, Vietnam’s Tourism could take advantage of Malaysia’s experience. The situation of Vietnam is not satisfactory as it could be. Vietnam is seen as the land of tourism potential. The matter is how to explore the resources. A closer look on Tourism Malaysia can help Vietnam National Tourism Administration can have more experience while they form their marketing strategies and how to explore Vietnam’s potentials. We hope to see the bright future of Tourism Vietnam as ‘’ a destination for new millennium. † With the aim of transforming the Malaysia’s â€Å" low yield tourism † to that of â€Å" high yield †, Malaysia is carrying out gradually and making it true. Despite its late entrant in the racing of tourism industry, Tourism Malaysia has grown rapidly and affirmed its position in the world’s tourism after the serious efforts in developing and promoting tourism. Malaysia ‘s Tourism foresees a brilliant future.