While growth in total arrivals is slowing down, Malaysia wants now to raise the average tourism spending per capita by increasingly promoting luxury travel.
PATA TRAVEL MART MANILA – MANILA – REPORT: With Malaysia turning increasingly into a mature destination with its 24.7 million of annual foreign travellers, Tourism Malaysia looks at redefining the product. Malaysia Tourism Minister Dato’ Sri Dr Ng Yen Yen introduced recently Malaysia’s new tourism campaign of ‘Luxury Malaysia’, which targets the high-end market. “We need to concentrate on high quality of our travellers with the objective of receiving 36 million of tourist arrivals by 2020 but also US$ 54.8 billion in tourist receipts” explained during a press conference at the PATA Travel Mart Dato Azizan Norrdin, Deputy Director General of Tourism Malaysia in charge of planning.
Tourism industry players are in support of this direction and recognise the need to attract high spending travellers by offering impeccable services and unique experiences that cater to the desires of this discerning but also high spending market. Among the new products catering for this new segment, Dato Azizan mentioned the launching of helicopter tours in Kuala Lumpur and around Peninsula Malaysia; the use of private jets with a dedicated terminal at Subang airport in Kuala Lumpur; boutique deluxe hotels especially on Langkawi, Pangkor or Tioman Islands; spa sanctuaries, exclusive golf courses and of course high-end luxury shopping.
“We also look at culture as an attractive element for discerning travellers. Our contemporary art festival which goes from June to September is turning Malaysia into a regional centre for fine arts as well as the new place to buy pieces of art. We will further continue the promotion of this niche tourism segment”, added the Deputy Director.
Luxury Malaysia might also help generating additional revenues at a time of a slowdown in foreign arrivals into the country. Over the last three years (from 2009 to 2011), total growth in arrivals amounted to 4.66%, the equivalent of an average growth of 1.55% per year. According to Dato Azizan, total arrivals progressed since the beginning of 2012 by 2.4%. However, turning Malaysia into a new place for luxurious tourism, receipts could increase rapidly and become the new benchmark of Malaysia into a successful strategic campaign.
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
