The document discusses Tourism Malaysia's efforts to promote Malaysia as a tourist destination through branding and marketing campaigns. It describes Malaysia's geography and history. It then explains Tourism Malaysia's "Truly Asia" campaign launched in 1999 to position Malaysia as a preferred tourist destination. Another major campaign was Visit Malaysia Year 2007 (VMY 2007) to celebrate Malaysia's 50th anniversary of independence, which had a special logo design. VMY 2007 aimed to attract 20.1 million tourists and earn RM 44.5 billion. Other campaigns discussed include Malaysia my 2nd Home, Mesra Malaysia, Make it Malaysia, and MICE Tourism. Promotion strategies used include festivals, exhibitions, working with travel partners, and showcasing Malaysia for business events

1. Manish Jung Kunwar Sharthak Chhetri
Prajwol Regmi Shova Kumari Pariyar
TOURISM MALAYSIA: CREATING “BRAND MALAYSIA”

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

5. The ‘Truly Asia’ Campaign
• Launched in 1999
• Intention of positioning Malaysia as a preferred tourist destination in
the world

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

10. Question 2
Elaborate different promotion strategies used to
promote Malaysia as a Tourism Destination.

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.

13. Question 3:
How do you compare this with Nepalese
Tourism Industry?

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

17. THANK YOU
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