1. Pelan Transformasi Pelancongan
Malaysia (Malaysia Tourism
Transformation Plan)
2020:36:168
Mesyuarat Jawatankuasa Kebangsaan Pembangunan Sumber Manusia
Dalam Bidang Pelancongan (NTHRDC) Bil. 1/ 2010
22 Disember 2010

2. Starting Position
Kedudukan Malaysia dari segi pendapatan dan jumlah
ketibaan pelancong
Pendapatan Pelancong (1990-2009) Jumlah Ketibaan Pelancong (1990-2009)
Receipts Arrivals
RM Bn Mn
+12% +9%
+6%
+14% 53.4 22.1 23.6
49.6 21.0
46.1
17.5
36.3 16.4
32.0 15.7
29.7 12.8 13.3
25.8
24.2 10.2 10.6
21.3
17.3 7.4 7.2 7.5 7.1 7.9
10.4 12.3 5.8 6.0 6.5 6.2 5.6
8.3 9.2 9.7 8.6
4.5 4.3 4.6 5.1
90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09
Kedudukan di peringkat global (2009) Kedudukan di peringkat global (2009)
Pendapatan Pelancong #13 Kedatangan Pelancong #9
Source: Tourism Malaysia, UNWTO, Team analysis
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3. Aspiration
Our aspiration moving forward: grow tourism GNI to RM104
Bn by focusing on enhancing yields
Target: Incremental GNI
Key strategic focus on enhancing yield per visitor
impact of RM70Bn by 2020
3x
168
Tourist 53
Tourism receipts
GNI RM34 Bn (Bn) 2009 2020
today RM1 bn/week RM3 bn/week
+ 1.5x
36
# arrivals 24
Growth (Mn)
RM70 Bn
aspiration
2009 2020
2x
Spend/ 4,675
= YIELD arrival 2,260
(RM)
Tourism 2009 2020
GNI RM104 Bn
2020 Global #13 globally Top 10 globally
ranking in receipts in receipts
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4. Initiatives
Untuk mencapai pertumbuhan yang disasarkan, 12 projek berimpak tinggi
merentas 5 tema telah dikenalpasti….
Tourism with
GNI of RM94Bn
Events,
Affordable Luxury Nature Family Business
Entertainment and
(i.e. shopping) adventure Fun Tourism
Spa & Sports
1• Duty free for 4• Malaysia as the 5• 1 new large 7• Target more 10 Establish
•
wider range of preeminent global Integrated Resort international Malaysia as a
goods biodiversity hub events leading Business
– rainforest & Tourism
marine
discovery 6• Straits Riviera: 8• Establish destination
2• BB-KLCC as centres Increase dedicated
premier shopping (together with competitiveness entertainment
district parks & garden) in high-end cruise zones
– new and + urban
enhanced live redevelopment of • Spa & Sports
bio-diversity
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3• 3 new premium sites
port landing area (golf, angling)
outlets
11 Connectivity (greater focus on medium connectivity to support growth)
12 Hotels (ensuring adequate supply with better mix, better rates)
Supporting requirements (Marketing, Visa, Funding, Human Capital, Tourism Environment)
These 12 projects will deliver RM28 Bn in GNI impact
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5. GLOBAL TREND OF EMPLOYMENT IN TOURISM
INDUSTRY
The sector is projected to have significant employment
growth from 8.1% of total employment in 2010 (1 out of
every 12.3 jobs, globally) to 9.2% of total employment by
2020 (1 out of every 10.9 jobs).
(International Labor Organization, Geneva, November 2010)
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6. Employment in the related
Year Total employment Share of employment
tourism industries
in the related tourism
industries to total
Annual employment
(‘000) person percentage (‘000) person
change (%)
2000 1,531.1 .. 9,269.2 16.5
2001 1,323.4 -13.6 9,357.0 14.1
2002 1,402.1 5.9 9,542.6 14.7
2003 1,472.8 5.0 9,869.7 14.9
2004 1,503.2 2.1 9,979.5 15.1
2005 1,511.5 0.6 10,045.4 15.0
2006 1,554.6 2.9 10,275.4 15.1
2007 1,568.8 0.9 10,538.1 14.9
2008 1,677.6 6.9 10,659.6 15.7
2009 1,759.5 4.9 10,897.3 16.1
Data sources: LFS, DOSM
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7. Accommodation
services for visitors
8.9% Passenger transport
Other tourism industries
services
13.3% Cultural, sports
8.6%
and recreational
industry
3.7%
Travel agencies and
other reservation
services industry
2.0%
Retail trade industry
28.7%
Food and beverage
serving industry
34.9%
Data sources: LFS, DOSM
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