2. About Malaysia
• Malaysia – Federation of 13th states located in ‘Southeast Asia’
• Two geographical regions:
• Peninsular Malaysia
• Malaysian Borneo
(separated by the South China Sea)
• Peninsular Malaysia got independence from the British on 31st
August, 1957.
• The name “Malaysia” was adopted in 1963.
3. Overview – Tourism Malaysia
• Efforts of the Malaysian government in positioning Malaysia (as a
favored tourist destination)
• Covered issues:
• To understand the importance of tourism as a source of revenue
• To analyze the factors that promote and hinder a country’s tourism potential
• To study the creation and implementation of a successful marketing campaign
• To analyze the scope of alternative avenues of tourism
4.
5. The ‘Truly Asia’ Campaign
• Launched in 1999
• Intention of positioning Malaysia as a preferred tourist destination in
the world
6.
7. Visit Malaysia Year (VMY) 2007
• ‘Visit Malaysia’ 2007 was organized for third time in Malaysian history
and celebrated after ‘Truly Asia’ campaign.
• The years 1990 and 1994 had been designated as Visit Malaysia years.
• The year 2007:
• 50th anniversary of Malaysia’s independence and attainment of statehood.
• The VMY logo:
• Launched on 31st December, 2005.
• The logo design was a stylized illustration of a hibiscus flower (national flower
of Malaysia)
• Five petals of the flower symbolized the five principles of nationhood in
Malaysia.
8. Visit Malaysia Year (VMY) 2007
• Tourism minister of Malaysia estimated that:
• Expected number of tourists in 2007 - 20.1 million
• Expected to earn RM 44.5 billion ($13 billion)
9. Other campaigns
• Malaysia my 2nd Home
• Mesra Malaysia
• Make it Malaysia
• MICE Tourism
• Meet and Experience Malaysia – Truly Asia
11. • Tourism Malaysia launches the ‘Truly Asia’ campaign in 1999 with the
intention of positioning Malaysia as a preferred tourist destination for the
people from different part of the world.
• A special logo was designed for the VMY 2007campaign.
• Malaysia my 2nd home: ‘silver hair program’ launched by the Malaysian
government in 1996.this program aimed at convincing foreign retirees to
make Malaysia their second home.
• Mesra Malaysia: this program was launched by tourism Malaysia to
prepare front line staff in the tourism industry to deliver exceptional
customer service to visitors to the country.
• Make it Malaysia: this program was launched in 2005 to generate closer
industry relationship with foreign travel trade partners.
Promotion strategies
12. • Malaysia festival, Malaysia mega sale carnival and international
exhibition boosted tourist arrivals to Malaysia.
• Tourism development corporation was aggressively engaged in
promotion and publicity campaigns both domestic and abroad to
entice traveler and tourist to Malaysia.
• Tourism Malaysia also worked towards increasing the share of the
MICE segment in its tourism promotion efforts.
• The meet and experience Malaysia –truly Asia initiative conducted a
business events campaign in the year 2005, 2006, and 2007 to
showcase Malaysia as a top MICE venue.
• Tourism Malaysia’s campaigns proved to be successful as was evident
from the rise in tourist arrival and tourist receipts.
14. Conducted campaign likes:
• Visit Nepal in 1998
• Destination Nepal in 2002 and 2003
• Visit Pokhara in 2007
• Nepal tourism year in 2011
• Creating attractive packages for
• Cave, lake, waterfall
• Adventurous things like Wildlife Trekking, Paragliding, Bungee Jumping, Jungle Safari
• Now running Ghumphir Barsa 2073 (Travel Year 2016-2017)
• Visit Nepal Europe 2017 campaign successful NTB said.
• Send a friend to Nepal campaign in Europe is going on.
Comparing with Nepal tourism industry
15. • Programs already been planned in countries like:
• Ireland, Belgium, UK, Switzerland, Russia, Netherland, Belgium, Spain,
Denmark etc.
• Recently working on:
• Brand slogan like “Naturally Nepal, once is not enough”.
• Visit Nepal 2018 also announced by NTB. Officially launched in
London.
• Nepali hotels are on-par with international hotel in term of quality of
services which is also good destination for MICE.
16. • Target 2 million tourists till 2020.
• Unique selling preposition messages like:
• The sun shines more than 250 days in Nepal
• Trekking option in Nepal gives people relief from their stressful life
• Ancient Jatra- rejoice local festivals
