MALAYSIA will focus its marketing efforts on medium-haul markets next year, with China, India, South Korea, Japan, Taiwan, Australia and the Middle East identified as key sources. Tourism Malaysia will promote the country as a mono-destination by organising its own B2B and B2C exhibitions in 2011, said deputy director general (marketing), Amirrudin Abu.
The NTO is also considering opening an office in Iran as the market saw a 60.9 per cent growth in 2009 over the previous year. The Turkey office, on the other hand, will be beefed up with more marketing staff, said Amirrudin. Recognising the potential for growth in New Zealand, Tourism Malaysia plans to relocate its office from Melbourne to Auckland next year, its first physical presence in the country. Destination marketing in Australia will continue to be done from Perth and Sydney.
Tourist arrivals from New Zealand saw a 12.3 per cent growth in 2009 over the previous year. Air accessibility will also improve next year when AirAsia X starts flying between Kuala Lumpur and Christchurch from April. Malaysia is hoping to tap medium-haul markets to meet its aim of doubling tourism receipts by 2020.
-TTG Asia.
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