Malaysia intensifies efforts to target Europe

With the launch of the Visit Malaysia Year (VMY) 2014 campaign in January and growing air links from Kuala Lumpur to major European gateways, Tourism Malaysia is now stepping up promotional efforts in Europe.

Through the VMY campaign, Tourism Malaysia hopes to grow European inbound segment to 50 per cent of total arrivals from the market trio – Europe, the US and Australia – which currently comprise about 10 per cent of total arrivals into Malaysia, according to director-general, Mirza Mohammad Taiyab.

He added: “The European market is important as they are long-stay visitors. The average (European) tourist spends 10.3 days in the country, travelling outside the cities to visit longhouses and homestays, and providing additional income to rural communities.”

But the VYM campaign needs a more targeted approach in Europe, Mirza pointed out. “We have to reach out to individual segments and specialist tour operators. For example, to promote Formula One in Malaysia, we have to go to (consultants) and media specialising in motorsports.”

Malaysia Airlines’ recent entry into the oneworld alliance will also help the carrier attain a wider reach in Europe through partner airlines, said Mirza.

Fu Kei Cheong, general manager, Reliance Sightseeing, agreed: “Air capacity is most crucial in growing arrivals from Europe. Tourism Malaysia should have joint marketing promotions and co-branding activities with Singapore and Thailand, which have a lot more air capacity.”

Richard Vuilleumier, managing director, Panorama Tours Malaysia, said: “Malaysia has to have consistent media exposure in Europe. We should highlight that public transportation in Kuala Lumpur has improved and travellers can use trains and monorail services.

“Malaysia should come up with more nation-wide annual sales to entice shoppers from Europe. Compared to the high prices of goods in Singapore, many travellers would prefer shopping in Malaysia.”

-TTG Asia.