KUALA LUMPUR, 30 April
2024 – Tourism Malaysia had a prominent start on 30th April 2024 by
organising a networking session with the industry players by presenting its
strategic direction and action plans focussing on promoting Malaysia
internationally and domestically. This direction and action plans were crafted
during the engagement session with industry players to ensure the fast
conversion and high impact programme and achieve the common goal in attracting
35.6 million tourists and generate RM147.1 billion in receipts for Visit
Malaysia 2026.
The VM 2026 roadmap is built on three core strategies – creating
demand, increasing traffic, and prioritising target markets. Key initiatives
include branding and marketing blitz, strategic partnerships for joint
promotions/tactical campaigns and market segmentation.
Malaysia's notable tourism achievements for the first quarter of
2024 are promising. During this period, from January to March, Malaysia saw a
significant influx of foreign tourists, reaching 5.8 million arrivals. This
marks a remarkable growth of 32.5% compared to the previous year's 4.3 million.
The top ten markets contributing to this success were Singapore, Indonesia,
China, Thailand, Brunei, India, South Korea, the United Kingdom, Australia, and
the Philippines.
Tourism Malaysia will continue to empower its branding through
aggressive advertising campaigns, influencer marketing, and compelling content
creation across digital (70%) and traditional (30%) media platforms. The agency
will also establish strategic partnerships with airlines, online travel agents
(OTAs), and land/sea border operators of neighbouring countries to enhance
tourist arrivals.
Key target markets are prioritised into three tiers, led by
first-level priorities such as China, India, Indonesia, Vietnam and Australia.
The second-level priorities include South Korea, Gulf Cooperation Council (GCC)
countries and the United Kingdom, followed by third-level priorities comprising
Chinese Taipei and Germany. Apart from traditional markets such as Brunei,
Thailand and Singapore, the focus is also highlighted on emerging markets like
Pakistan and Bangladesh.
Meanwhile, tourism products and travel experiences will be
tailored for niche segments like nature-based tourism, experiential tourism,
medical & wellness tourism, responsible tourism, luxury, weddings,
Muslim-friendly, gastronomy, and leisure travel.
YB Dato Sri Tiong King Sing, Minister of Tourism, Arts and
Culture, said: "Our multipronged VM 2026 strategy provides a comprehensive
framework to boost Malaysia's visibility, enhance destination accessibility and
elevate our tourism offerings. Through focused efforts and strategic
collaborations, we are confident of achieving our yearly arrivals and target
receipts in the run-up to VM 2026."
Tourism Malaysia will continue engaging industry stakeholders
and international partners to refine and execute the VM 2026 strategies,
positioning Malaysia as a preferred tourist destination in this region.
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