Malaysia Truly Asia campaign
Tourism Malaysia has a target to achieve 22.96 million visitor arrivals for 2009, set under the 9th Malaysia Plan. The targeted tourism receipts are $14.5 billion. Malaysia’s marketing theme for 2009 is dubbed “Malaysia Truly Asia” for the international campaign and “Zoom! Malaysia” for Brunei and Singapore, according to a UAE office official.
“With the fuel price increases, Tourism Malaysia will focus its marketing efforts to bring more regional tourists, while not neglecting long haul markets. We will work towards achieving the 70:30 ratio of short and medium haul to longhaul, with a special focus on MICE market,” he said.
The aim of the tourism body was to work with industry players to develop niche segments such as nature, sporting events, health, wellness and educational tourism, and homestay programmes. In doing so it hoped to increase the growth of domestic tourists by 20 per cent in 2010.