Malaysia nurtures Middle East market

Tourism Malaysia has set its sights on the relatively untapped Middle East market, having identified tourists from this region as notching the highest spend and staying the longest at an average of 8.1 nights.

Mirza Mohammad Taiyab, director-general of Tourism Malaysia, said the Middle East market has huge potential for growth. According to projections by the United Nations World Tourism Organization, outbound travellers from the Middle East will soar from 38 million tourists in 2010 to 57 million in 2020 and 81 million by 2030. In light of such a favourable outlook, the NTO is aiming to draw 295,000 Middle East arrivals this year and 332,000 next year.

Mirza said Tourism Malaysia’s ongoing campaign in the Middle East, Feel At Home, has mobilised the private sector in the construction of more residential accommodation for Arab families.

“Some opened restaurants serving Middle Eastern cuisine, while others created special events such as the Arab Cultural Week during the peak Middle East travel period which coincides with the summer holidays.

“To showcase the moderate face of Muslim Malaysia, homestay programmes are promoted to this market as it provides tourists to Malaysia with an insight into the authentic way of life in a typical village and they get to stay with a Muslim family. This programme fosters a greater understanding of Malaysians and closer relations between the host family and guest,” he explained.

He also remarked that the NTO’s Malaysia Truly Asia brand has been a success as it has made tourists, regardless of faith or sexual orientation, feel comfortable about visiting Malaysia, knowing that they would be accepted and not discriminated during their time there.

Tourism Malaysia’s other promotion efforts in the region include the presence of offices in Dubai, Jeddah and Tehran, and participation at the annual Arabian Travel Market.

-TTG Asia.