Tourism Impacts Presentation - Malaysia


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Analysis of the Socioeconomic Impacts of Tourism in Malaysia

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Tourism Impacts Presentation - Malaysia

  1. 1. Malaysia Leo Concepcion Tourism Impacts Presentation Comm 515T Global Tourism
  2. 2. Malaysia • Official Name: Federation of Malaysia • Capital – Kuala Lumpur • Administrative Capital – Putrajaya • Area – 329,758 sq km • Population – 27.17 million • federal constitutional monarchy in Southeast Asia • consists of thirteen states and three federal territories and has a total landmass of 329,847 square kilometres (127,350 sq mi) • Official Name: Federation of Malaysia • Capital – Kuala Lumpur • Administrative Capital – Putrajaya • Area – 329,758 sq km • Population – 27.17 million • federal constitutional monarchy in Southeast Asia • consists of thirteen states and three federal territories and has a total landmass of 329,847 square kilometres (127,350 sq mi)
  3. 3. Map of Malaysia -13 states and 3 federal territories -2 regions, with 11 states and two federal territories on Peninsular Malaysia and the other two states and one federal territory in East Malaysia
  4. 4. Tourism Offerings • Buildings and Landmarks – Petronas Twin Towers, KL Tower • Amusement – Genting Highlands, Legoland • History – Georgetown, Melaka, St. John’s Fort, Merdeka Square • Shopping – BBKLCC, Central Market, Siti Khadijah Market, Johor Premier Outlet • Beaches and Resorts – Langkawi Beaches, Penang, Perhentian Islands, Pulau Tioman, Sipadan Island • Nature and Ecology – Mt. Kinabalu, Gunung Mulu National Park, Taman Negara, Cameron Highlands, Sepilok Orangutan Rehabilitation Centre, Tunku Abdul Rahman Marine Park
  5. 5. Tourism Offerings • Cultural Festivals – Hari Gawai, Thaipusam, Tadau Kaamatan •Events – Le Tour de Langkawi, Pasir Gudang International Kite Festival, Sarawak Rainforest World Music Festival, Petronas Malaysian Grand Prix • Food and Cuisine – restaurants, food stalls, native delicacies Thaipusam Pasir Gudang World Kites Festival Le Tour De Langkawi Formula 1 Pertonas Malaysia Grand Prix Tadau Kaamatan Rainforest World Music Festival
  6. 6. Emerging Niche Markets •Medical Tourism – by Malaysia Healthcare Travel Council e.g. Gleneagles Hospital, Kuala Lumpur, International Specialist Eye Centre, Penang Adventist Hospital • Migrant Tourism – Malaysia My Second Home Programme • Education Tourism – by Ministry of Higher Education • Golf Tourism – by Malaysia Golf Tourism Association • MICE - meetings, incentives, conventions and exhibitions •Adventure tourism •Halal Tourism (Religious Tourism) •Agri-tourism
  7. 7. Tourism Malaysia • Established on 10 August 1972 as Tourist Development Corporation of Malaysia; became Malaysia Tourism Promotion Board in 1992 • In an effort to diversify the economy and make Malaysia’s economy less dependent on exports the government has pushed to increase tourism in Malaysia. • to make the tourism industry a prime contributor to the socio-economic development of the nation, and aims to market Malaysia as a premier destination of excellence in the region • objective is to promote Malaysia as an outstanding tourist destination • aim to showcase Malaysia's unique wonders, attractions and cultures; develop domestic tourism and enhance Malaysia's share of the market for meetings, incentives, conventions and exhibitions (MICE) • ultimate goal is to increase the number of foreign tourists to Malaysia, extend the average length of their stay and so increase Malaysia's tourism revenue
  8. 8. Malaysia, Truly Asia • Tourism campaign launched in 1999 • Focuses on diversity (melting pot of Malay, Chinese and Indian race – Asia’s major races, plus indigenous groups) with European colonial influences, diversity of cultures, festivals, traditions and customs, and biodiversity • Malaysia’s first major effort at developing the tourism industry in a concerted and strategic manner. After focusing on the commodities, manufacturing and industrial sectors, the services sector including tourism had to be developed in order for the nation to continue to grow • Positioning its self as a connection into Asia
  9. 9. TV/Video Advertising Campaign • Multimedia – Page/Footer/Resources-2/Multimedia • Journey of Discovery (2012) - v=Cv67Sm0PbN0 • The Best Time of Your Life (2012) - v=OLHcgJEyl2I • Ordinary Day (2011) -
  10. 10. Tourism Policies/Activities • Malaysia 5 Year Plan – 5-year Malaysian government national development initiative • National Tourism Policy • Malaysia Tourism Transformation Plan (MTTP) – country’s targeted plan to attract 36 million tourist arrivals and RM168 billion in receipts by 2020 • Economic Transformation Program - identified 12 National Key Economic Areas where tourism is the fifth priority for development • Policies and Tourism Development Strategies at State Level • Incentives encouraging tourism operators and suppliers to provide best-in-class offerings • Heavy promotion of tourism products and services • Investment on new and improved infrastructures and facilities (e.g. Petronas Twin Towers, airports, medical facilities, accommodations, ferries, air carriers)
  11. 11. Outcomes • 9th Most Visited Country in the World; 2nd in Asia – UNWTO • United Nations World Tourism Organization (UNWTO) Ulysses Award for Innovation in Public Policy and Governance • Most “Halal” friendly destination • 10th Friendliest Country in the World – Forbes Online • Best Choice for Holiday – Lonely Planet’sTop-pick countries for 2008 • Best Ecotourism Destination – Travelweekly (Asia) Industry Awards 2008 • Best International Tourism Destination – Global Traveler • Kuala Lumpur as 4th Best Shopping City in the World – CNN and 2nd Best Shopping Destination in Asia Pacific – Globe Shopper Index
  12. 12. Tourism Statistics Top visitors are from Asian countries… Tourist arrivals are on Y-on-Y growth since 1998…
  13. 13. Economic Impacts of Tourism in Malaysia • Employment • Significant GDP growth contribution • Visitor Exports • Foreign exchange earnings • Developed transportation and telecommunication infrastructures – development of airports, highways, ferry piers, mobile phone and internet services • Development of other tourism offerings – lateral development in an effort to provide consistent best-in-class experience • Foreign and domestic investment – tourist destinations in Malaysia make it attractive for investment (e.g. Johor Bahru when Legoland was set-up)
  14. 14. Economic Impacts of Tourism in Malaysia • Land use conflicts – e.g. logging of tropical forests in the Endau-Rompin region of southern Peninsular Malaysia, Land Use Conflicts in the Liwagu-Labuk River Basin, Sabah, East Malaysia • In-migration of labor from rural to urban / tourism communities
  15. 15. Social Impacts of Tourism in Malaysia • Preservation of culture and heritage • Educational and Cultural Exchange • Recreation for Malaysians (social health) • Tolerance on Diversity • Boost in the Malaysian national identity
  16. 16. Social Impacts of Tourism in Malaysia •Misunderstanding among citizens and the campaign message (Pretentious harmony of different cultures and races) •Commodification of the Malaysian ethnic culture •Prostitution and human trafficking •Rapid urbanization of tourist destinations especially in Peninsular Malaysia but slow development in East Malaysia •Migration
  17. 17. Environmental Impacts of Tourism in Malaysia • Environmental Restructuring • Waste Product Generation • Direct environmental stress / Damage on the ecosystem (coral reef ecosystem, rainforest degradation, etc.) • Pollution
  18. 18. Environmental Impacts of Tourism in Malaysia • Conscious efforts on environmental preservation and conservation • Efforts on educational programs aiming at environmental awareness
  19. 19. Visit Malaysia Year 2014 • Malaysia is targeting to receive 28.8 million in foreign tourist arrivals during VMY 2014. The theme of VMY 2014 is “Celebrating 1Malaysia…Truly Asia” • The hosting of Visit Malaysia Year 2014 as well as the designating of 2013 as a preparatory year (VMY campaign promotional year) is timely as a means to boost arrivals in order to meet the 2020 target.
  20. 20. Discussion • Is it good for Tourism Malaysia to develop as many niche tourism markets as possible? • While infrastructure development impacted Malaysia positively, the level of development in West Malaysia lags behind Peninsular Malaysia despite both regions offering diverse tourism destinations. Why do you think this happens? • “Malaysia. Truly Asia” tag line was criticized because it lacks character. Why do you think this worked? Is it necessary to come up with a new brand identity/tag line for Malaysia in preparation for the Visit Malaysia Year 2014?
  21. 21. Terima kasih! Leo Concepcion Tourism Impacts Presentation Comm 515T Global Tourism