REPORT – ITB 2006, BERLIN: In his first public appearance at ITB, the new Minister of Tourism Tengku Adnan said he hoped Malaysia would attract over 17 million tourist arrivals in 2006, generating…
REPORT – ITB 2006, BERLIN: In his first public appearance at ITB, the new Minister of Tourism Tengku Adnan said he hoped Malaysia would attract over 17 million tourist arrivals in 2006, generating US$11 billion in revenues. Last year, Malaysia recorded 16.4 million international arrivals, a growth of 9.5% compared over 2004, with revenues reaching over US$ 9 billion.
However, 2007 offers even greater potential, says Tengku Adnan, when Malaysia commemorates 50 years of independence. To coincide with the celebrations, a ‘Visit Malaysia Year’ will be launched, and a year-long programme of special events, festivals, commemorative ceremonies and exhibitions are planned.
“We are targeting 20 million visitors and revenues of US$13 billion for 2007”, said Tengku Adnan. He also stressed the importance of ITB to Malaysia’s overall marketing campaign by pointing out that four state ministers from various Malaysian regions had come with him to Berlin.
Despite the success of its campaign ‘Malaysia, truly Asia’, the Malaysian Ministry of Tourism is now starting to focus on tailor-made campaigns to attract more visitors. “We are retaining the general campaign but will build up promotions for a range of more specific expectations of our country”, explains Tengku Adnan. The ‘Malaysia, truly Asia’ campaign focuses on themes related to beach and sun, culture or food, and now we will add campaigns for niche products such as marine tourism, health, golfing, education and to attract foreigners who want buy a second home in Malaysia.
To prepare the country for the expected influx of tourists, Malaysia will boost its hotel capacity with new properties (Impiana and Traders in Kuala Lumpur, a Novotel and a five- star hotel in Kuching, and a Hard Rock Hotel in Port Dickson). A low-cost terminal will open at Kuala Lumpur International Airport in March, and the airports at both Kota Kinabalu and Kuching on Borneo Island will be upgraded. A new expressway between Kuala Lumpur and Kuantan on the East Coast will be built, and a high-speed train from Kuala Lumpur to Johor Bahru/Singapore is planned.
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