Malaysia dedicates more resources to courting Chinese FITs

The evolving mainland Chinese traveller is presenting new opportunities for Malaysia as the destination rolls out Visit Malaysia Year (VMY) 2014. 
 

“Chinese tourism trends are changing; Chinese tourists used to join group tours with the standard Singapore-Malaysia-Thailand itineraries,” said Ng Yen Yen, chairman of Malaysia Tourism Promotion Board (MTPB). “But last year, Chinese FITs rose 30 per cent while group tours dipped 30 per cent, so we would like to capitalise on the changing travelling styles of the Chinese.”

MTPB will soon start an FIT unit, which will focus on studying market trends and sharing that knowledge with the trade, Ng revealed.  “We have established presence in (key Chinese cities) for the past 15 years, so we will now target second-tier cities like Ma’anshan in Anhui province,” she added. 

However, the outbound market from secondary cities is still hampered by a lack of direct air access to Malaysia, an issue that the board has recognised and will push for more charter and scheduled flights from China, Ng remarked.

The NTO will also work with the Malaysian Ministry of Home Affairs to push for easier visa procedures for Chinese visitors.

According to Ng, luxury travel will be emphasised in the Chinese market, through the promotion of high-end products like yachting, Sepang F1 Grand Prix, Ferrari speed driving and helicopter tours. The upcoming debut of St Regis, Four Seasons and Harrods branded hotels are expected to elevate Malaysia’s luxury travel landscape.

Taking prime position among VMY 2014’s iconic events is Impression Melaka, a mega show debuting in Malacca by end-2014. The new destination campaign will also see a stronger push for Malaysia as a shopping haven.

Meanwhile, Tourism Malaysia’s absence at ITB Asia this week was conspicuous as several inbound operators expressed that it lost the opportunity to “hype up” the VMY campaign, in the words of Eric Sinnaya, managing director of Morahols Travel, Langkawi.

Sinnaya said: “The idea of creating a VMY is good (but) briefings on the tourism event highlights and new packages should be given to the local trade at least a year in advance so they have time to market and promote it overseas, especially to longhaul markets that need longer lead times.”

-TTG Asia.