Tourism Malaysia: Creating 'Brand Malaysia'
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG178
Case Length : 19 Pages
Period : 1992-2007
Pub Date : 2007
Teaching Note :Not Available
Organization : Malaysia Tourism Promotion Board
Industry : Tourism
Countries :
Malaysia
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Excerpts Contd...
'Mice' Tourism
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Tourism Malaysia also worked towards increasing the share of the MICE (Meetings,
Incentives, Conventions, and Expositions) segment in its tourism promotion
efforts, as it felt that it could help it in attracting 'quality visitors' who
had the potential to spend more and stay longer.
The 'Meet and Experience Malaysia - Truly Asia' Initiative
Tourism Malaysia conducted a business events campaign called 'Meet and
Experience, Malaysia Truly Asia' in the years 2005, 2006, and 2007 to showcase
Malaysia as a top MICE venue...
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The Successes and The Shortcomings
In the early 2000s, Tourism Malaysia's campaigns proved to be successful as
was evident from the rise in tourist arrivals and tourist receipts. The
average occupancy rates of hotels increased from 51.7 in 1999 to 65.5 in
2006. Malaysia's tourism sector also grew to become a significant
contributor to the country's economy. In 2007, the Truly Asia campaign won
three Gold Awards, in the Pacific Asia Travel Association (PATA) Gold Awards
competition...
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Outlook
Analysts said that Malaysia needed to work on its shortcomings to remain
a sought after tourist destination even after the VMY 2007 program
ended. Some analysts, Gan Kim Khoon, the head of research at
AmSecurities Holdings Sdn Bhd, Kuala Lumpur among them, felt that
Malaysia should focus more on niche markets like ecotourism instead of
trying to attract just general tourists. Health tourism was also
suggested as a possible area of focus, as Malaysia had a well developed
health sector offering affordable medical services (Refer to Exhibit VI
for a note on Trends in Global Tourism)... |
Exhibits
Exhibit I: The Lyrics of the Truly Asia Song
Exhibit II: Tourist Arrivals and Receipts to Malaysia (1998- 2007)
Exhibit III: Top Ten Markets in 2006
Exhibit IV: VMY 2007: First Logo
Exhibit V: The Tourism Programs of some other Countries in Asia
Exhibit VI: Trends in Global Tourism
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