S t e a d y v i s i to r g r o w t h ra t e t h r o u g h g l o b a l issues and crisesArrivals (mil) 30 351% growth from 1998 to 2011 25 24.6 24.7 23.6 22 20.9 20 17.4 16.4 15.7 15 12.7 13.2 10.2 10.5 10 7.9 5.5 5 0 98 99 00 01 02 03 04 05 06 07 08 09 10 11 JE 9/11 SARS/Iraq War H1N1 MTA launch Bali Bombing Tsunami VMY 2007
M a l ays i a i s n i n t h m o s t v i s i te d c o u n t r y i n t h eworld
I n c r e a s i n g go ve r n m e nt i nve st m e nt s a n d r i s ei n t o u r i st a r r i va l s b r o u g ht i n R M 5 8 . 3 b i l l i o ni n t o u r i s m r e ve n u e Receipts (RM bil) 70 578% growth from 1998 to 2011 60 58.3 56.5 53.4 49.6 50 46.1 40 36.3 32 29.7 30 25.8 24.2 21.3 20 17.3 12.3 10 8.6 0 98 99 00 01 02 03 04 05 06 07 08 09 10 11
A S E A N c o n t i n u e s t o d o m i n ate w i t h > 7 0 % o ft o t a l a r r i va l s Malaysia Tourist Arrivals 2011 3% 3% 4% 5% 9% ASEAN NORTH & EAST ASIA WEST & SOUTH ASIA ASEAN, 76% OCEANIA AMERICAS, EUROPE, SOUTH AFRICA OTHERS
S i n ga p o re c o n t r i b u te d > 5 0 % o f t o t a l a r r i va l st o M a l ays i a . Malaysia Tourist Arrivals 2011: Top 10 Markets Rank Country 2011 Arrivals 1 Singapore 13,372,647 2 Indonesia 2,134,381 3 Thailand 1,442,048 4 China 1,250,536 5 Brunei 1,239,404 6 India 693,056 7 Australia 558,411 8 United Kingdom 403,940 9 Japan 386,974 10 Philippines 362,101
M a r ke t i n g O b j e c t i ve s1 2 3 Extend the average Stimulate the growth of Increase foreign length of stay of domestic tourism tourist arrivals visitors to increase per and encourage planned capita expenditure holiday cultureYear Arrivals Receipts Year ALOS Per Capita Year Total (mil) (mil) (RM bil) (nights) (RM) 2005 16.4 32.0 2005 6.1 1,944 2005 29.9 2006 17.5 36.3 2006 6.2 2,067 2006 32.5 2007 20.1 46.1 2007 6.3 2,196 2007 35.1 2008 21.5 49.6 2008 6.4 2,247 2008 37.7 2009 23.6 53.4 2009 6.7 2,256 2009 40.3 2010 24.6 56.5 2010 6.9 2,250 2010 42.9 2011 24.7 58.3
I n t e r n at i o n a l M a r ke t i n g Z o n e s 1 NORTH ASIA & EAST ASIA 2 4 ASEAN EUROPE, AMERICAS & OCEANIA 3 SOUTH ASIA, WEST ASIA & SOUTH AFRICA
PrimaryI n t e r n at i o n a l Ta r ge t M a r ke t s Secondary EUROPE EAST ASIA NORTH ASIA ASEAN UK China Japan Singapore Ireland Taiwan South Korea Germany Hong Kong Indonesia Switzerland Macau Thailand Netherlands Brunei France Philippines Italy Vietnam Sweden Russia Cambodia Turkey Laos Belgium Myanmar Austria Czech Republic Poland Luxembourg AFRICA WEST ASIA SOUTH ASIA Spain South Africa Portugal Saudi Arabia India Greece UAE Sri Lanka Norway Iran Pakistan Denmark Syria Bangladesh Finland Oman Nepal CIS Kuwait Qatar AMERICAS OCEANIA Egypt USA Australia Yemen Canada New Zealand Lebanon Argentina Jordan Bahrain
Ta r ge t S e g m e nt s Family with Young or Teenage Young Adults Retiree / Senior Citizen Children Youth / Student Honeymooner Luxury Traveller / Elite Special Interest Group – Sports, Expat Health Tourist Golf, Eco-tourism, Diving, Religious
I n t e r n at i o n a l M a r ke t i n g S t ra t e g i e s Continue to promote Malaysia as a top tourism destination using the Malaysia Truly Asia campaign Adopt a destination-focused approach Develop dual-destination marketing strategy Enhance tactical promotions Dedicated efforts to convert day-trippers to overnight- staying tourists Promote new packages and products
D o m e st i c To u r i s m P r o m o t i o n S t rate g i e s Encourage a planned holiday culture by developing and selling the ‘Cuti-Cuti 1Malaysia’ packages Promote domestic tourism exhibitions and events alongside CC1M roadshows Strengthen smart partnerships between local cultural programs and sports events with TV and radio stations Upgrade information dissemination system
A d ve r t i s i n g S t rate g i e s Multiple campaigns approach where: • Each campaign addresses a specific objective • In-market situation determines the campaign weight The campaign module consists 4 types of advertisements: 1. Global Thematic 2. In-market Thematic 3. In-market Tactical 4. Ad-hoc Advertising
A d ve r t i s i n g S t rate g i e s – C a m p a i g n M o d u l e1 2 3 4 Global In-market In-market Ad-hoc Thematic Thematic Tactical Campaign Campaign Campaign Campaign
Global Thematic Campaign:To i n c r e a s e a w a r e n e s s a n d p r e f e r e n c e f o r M a l a y s i a .Communication focuses on overall brandproposition.
I n - m a r ke t T h e m a t i c C a m p a i g n :D e d i c a t e d m a r ke t - s p e c i f i c c a m p a i g n s b a s e d o nl o c a l m a r ke t s ’ n e e d s a n d i n s i g h t s .To c r e a t e i n t e r e s t a n d d e s i r e t o v i s i t M a l a y s i a . ASEAN East Asia North Asia Europe/Americas/Oceania South Asia West Asia
I n - m a r ke t Ta c t i c a l C a m p a i g n :To s t i m u l a t e b o o k i n g a c t i o n a n d d r i v e c o n s u m e r sto travel agents and/or internet sites.Includes co-op campaigns with strategic partnerssuch as Malaysia Airlines and AirAsia. Travel packages
Ad-hoc CampaignTo c a p i t a l i s e o n o p p o r t u n i t i e s t h a t m a y a r i s e o rcrisis management due to unforeseencircumstances.I n c l u d e s s p o n s o r s h i p s a n d e v e n t m a r ke t i n g . Japan Recovery Programme post Tsunami
More trips, higher average spending per trip but average shorter trips Asians spend the most per trip, Americans take the longest trips while ahead of Americans and followed by Asians take the shortest trips. the Europeans. Implication: Implication: Encourage more frequent trips as Opportunity to drive luxury opposed to longer stays among segment among Asians AsiansSource: ITB World Travel Trends Report 2011/2012
Europeans and Americans take more and cheaper short-haul trips or ‘staycations’ Due to economic situations, crises and catastrophes in destinations around the world, Europeans and Americans are taking shorter and cheaper short-haul trips or even ‘staycations’ i.e. ‘holidaying’ at home.Source: ITB World Travel Trends Report 2011/2012
Asian travel soars with the rise of well-off middle classes Low-cost airlines open Asia’s sophisticated urban life Apart from China and up markets with more creates demand for more India, Indonesia, and more new routes. specialised products – heritage Vietnam and Intra-Asian air travel & culture, ‘edutainment’ Philippineshould be became the largest theme parks, soft adventure, watched as major regional market in the luxury holidays and sports outbound markets. world. tourism. Implication: Prioritise marketing effort to focus on attracting short-haul tourists from Asia region.Source: ITB World Travel Trends Report 2011/2012 24
Rise and rise of the Internet! Online bookings now account for nearly half of travel bookings. Consumers are using online media extensively for travel planning and information gathering. After their trips they heavily use social media and other online platform to communicate their experiences.Source: ITB World Travel Trends Report 2011/2012
The phenomenal growth of the tourism industryonline, has intensified the battle for the consumers’ time and attention.
Asia has the highest number of Internet users…
…driven by bigpopulations in certainAsian countries whichare also the majoroutbound markets
E - M a r ke t i n g a d o p te d b y To u r i s m M a l ays i a1 2 3 4 Search Engine Online Banners Ad Network Facebook Campaign Drive to website: www.tourismmalaysia.gov.my
S e a rc h Presence in Search Engines to consistently drive high click- throughs to the Tourism Malaysia website. Drove excellent brand awareness and huge traffic to the TM website.
O n l i n e B a n n e rs Blanket coverage across all major markets through leading regional portals to achieve high levels of awareness. Buying into high traffic lifestyle and social portals such as Yahoo and Facebook, as well as high affinity travel portals such as Trip Advisor and Yahoo Travel.
Ad Network Audience were targeted on the basis of their online behaviours, custom channel and context. Users who have already engaged with the brand (Tourism Malaysia) previously at some point were also targeted. Execution: Optimised the campaign on regular basis by shifting budgets to the best performing geos and placements. Use an interesting mix of international and local sites to further campaign reach. Utilise rich media banners for better visibility and impact. Supported by standard banners to maintain cost efficiency.
Fa c e b o o k C a m p a i g n Launched in June 2011 to promote 6 event-based campaigns: 1. Colours of 1Malaysia 2. 1Malaysia Malaysia Mega Sale / Malaysia Year End Sale 3. Cuti-Cuti 1Malaysia 4. 1Malaysia Contemporary Art Tourism contest 5. 1Malaysia Green and Clean Campaign 6. Fabulous Food 1Malaysia Have garnered 495,628 fans so far
S o c i a l C r e a t i v i t y i s t h e f u t u re Moving from reach and awareness to more engagement. Design social marketing campaigns that allow 3Ps – Play, Participate, Pass On. Build a credible online infrastructure to facilitate travellers in travel planning and booking, as well as a platform to share their experiences before, during and after a trip.
PHILIPPINES• In 2011 Philippines launched new campaign “It’s more fun in the Philippines” and went heavy on social media.• Authority said this campaign is “everybodys campaign” and the images used in the ads were shot by regular Filipinos, depicting variations of the “It’s more fun in the Philippines” slogan.• Campaign went international when its TV ads debut in CNN on 30 April 2012. 38
P h i l i p p i n e s S o c i a l M e d i a B o o st“ I t ’s m o r e f u n i n t h e P h i l i p p i n e s ” n e w sc o ve ra ge o n C N N
I n t e r n at i o n a l t o u r i s m i s fo r e c a ste d t o g r o wa s m u c h a s 7 0 % i n t h e n ex t 1 0 ye a r s t o h i t1 . 6 b i l l i o n a r r i va l s b y 2 0 2 0
To u r i s m M a l ays i a a i m s t o a t t ra c t 3 6 m i l l i o nt o u r i st s b y 2 0 2 0 w i t h a n a n n u a l r e ve n u e o fRM168 billion 36 millions RM168 billion in tourist arrivals in tourist receipts (46% increase from 2011) (200% increase from 2011) Target growth rate is below forecasted Indicates the need to category growth (70%) attract high-yield tourists