Malaysia homes in on niche tourism

Tourism Malaysia will focus largely on promoting niche products such as ecotourism and volunteer tourism next year, the latter being identified as a new market segment. Volunteer tourism, targeting senior citizens looking for a combination of travel and volunteer work, would involve placing such tourists with organisations where their interests lie, said Tourism Malaysia deputy director-general (marketing) Amirrudin Abu. This will include working with local communities or on animal rehabilitation programmes to protect endangered species.

Looking to attract more high-yield tourists, the NTO will also market niche activities such as angling, golf and scuba diving. In addition, homestay programmes will continue to be promoted in support of rural communities. Introduced in 1995 to elevate the socio-economic standing of rural populations, the programme now has 138 homestays licensed by the Tourism Ministry.

-TTG Asia.

Note: Homestay statistics until June 2010 - 139 areas, 226 villages, 2,994 houses & 4,049 rooms - Ministry of Tourism, Malaysia.