Tourism Malaysia: Creating 'Brand Malaysia'

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG178 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Tourism Promotion
Case Length : 19 Pages
Period : 1992-2007
Pub Date : 2007
Teaching Note : Not Available
Organization : Malaysia Tourism Promotion Board
Industry : Tourism
Countries : Malaysia


This case discusses the efforts of the Malaysian government in positioning Malaysia as a favored tourist destination. It talks about the successful 'Truly Asia' campaign launched in 1999, as well as the other promotional initiatives taken by the government, including the Visit Malaysia Year 2007 which coincided with the country's 50th year of independence and statehood.

The case also discusses the government's efforts towards promoting alternative avenues of tourism, such as MICE activities. The case concludes with a discussion of the successes and shortcomings of Malaysia as a tourism brand and the outlook for the tourism sector of the country

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


To understand the importance of tourism as a source of revenue for a country and to examine the efforts that go into making a country a sought after tourist destination

To analyze the factors that promote and hinder a country's tourism potential, and to study how the country in focus rates on these parameters

To study the creation and implementation of a successful marketing campaign that has helped a country create a unique image and distinct identity for itself in the global tourism market

To analyze the scope of alternative avenues of tourism, and whether governments would be justified in increasing their investments in promoting these avenues in future


  Page No.
Malaysia Welcomes The World 1
About Malaysia 2
A Brief History of Malaysian Tourism 2
The 'Truly Asia' Campaign 3
Visit Malaysia Year 2007 5
Other Campaigns 8
'Mice' Tourism 9
The Successes and The Shortcomings 9
Outlook 11
Exhibits 12


Malaysia, Malaysia Tourism Promotion Board, Tourism, Truly Asia Campaign, Visit Malaysia Year, Ecotourism, Meetings Tourism, Positioning, Southeast Asia

Malaysia Welcomes The World - Next Page>>


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