Tourism Malaysia to reveal high-yield game plan

Tourism Malaysia, the marketing arm of the Ministry of Tourism, will reveal how it intends to gain a bigger market share of high-yield tourists and unveil its five-year plan for international promotions next month. Following that, it will conduct seminars to educate industry players. 

Malaysia aims to shift from targeting mass, middle-income tourists to high-yield visitors, with the goal of doubling receipts to RM103.5 billion (US$33.4 billion) by 2020. "We must all move forward with one voice and with the same objective," said Tourism Malaysia's deputy director general of marketing, Amirrudin Abu. 

Tourism Malaysia has also embarked on capacity building, succession planning, and instilling innovation and creativity in the workplace.

-TTG Asia.