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Malaysia Tourism Promotion Board (Tourism Malaysia)

by StudyMalaysia.com on July 11, 2015 | Other Government Agencies

Introduction

logo-tourism.jpg The Malaysia Tourism Promotion Board or Tourism Malaysia is an agency under the Ministry of Tourism & Culture, Malaysia. Tourism Malaysia focuses on the specific task of promoting Malaysia at both domestic and international levels.

Since its inception in 1972, Tourism Malaysia has grown by leaps and bounds and it has emerged as a major player in the international tourism scene.

To date, Tourism Malaysia has 35 overseas offices and eight Marketing Representatives in various parts of the world. In addition, there are 13 state offices throughout Malaysia. To assist tourists’ needs, there are 22 Tourist Information Centres around the country.

Driven by its aspiration to promote Malaysia as a destination of excellence in this region, Tourism Malaysia continues to propel the industry to greater heights.

In 2012, Malaysia registered 25 million tourist arrivals and RM60.6 billion in tourist receipts, placing the country firmly as the 10th most popular tourism destination in the world.

Today, Malaysia’s tourism industry has moved with such speed to become the second income spinner to the national economy whilst experiencing tremendous growth from year to year.

Along the way, the country has also received numerous awards and accolades. For instance, in Lonely Planet’s Best in Travel 2014, Malaysia was ranked among the top ten tourism destinations in the world to visit in 2014.

In 2013, three beaches in Malaysia made it to CNN’s World’s 100 best beaches, namely, Perhentian Kecil Island, Terengganu (No.13); Juara Beach in Tioman Island, Pahang (No.21); and Tanjung Rhu in Langkawi, Kedah (No.49).

Kuala Lumpur was voted as the fourth best shopping city in the world by global news network CNN in 2012, while Globe Shopper Index ranked it as the second best in Asia Pacific.

Malaysia was also the 10th friendliest country in the world according to Forbes Online, and it was the 3rd World’s Top Retirement Haven in Internationalliving.com’s annual global retirement index 2013. In addition, the Malaysia Homestay Experience Programme won the UNWTO Ulysses Award for Innovation in Public Policy and Governance.

Vision

To make the tourism industry a primary source of national revenue and a prime contributor to the socio-economic development of the nation.

Mission

To market Malaysia as a premier destination of excellence in this region.

Quality Policy

Tourism Malaysia is committed to the professional and effective dissemination of national tourism information, the fulfilment of customer requirements and supporting or assisting customers in making their visits to Malaysia a success.

Quality Objective

  • To produce a skilled and knowledgeable workforce
  • To disseminate tourism information accurately and efficiently with customer-friendly service

Functions of Tourism Malaysia

In accordance with the Malaysian Tourism Promotion Board Act 1992, the functions of the Board (Tourism Malaysia) are to:

  • Stimulate and promote tourism to and within Malaysia
  • Invigorate, develop and market Malaysia internationally and domestically as a tourist focal point
  • Coordinate all marketing or promotional activities relating to tourism conducted by any organisation, government or non-governmental agency
  • Recommend to the minister relevant measures and programmes that stimulate development and promotion of the Malaysian tourism industry and to implement them upon approval

In line with the role of Tourism Malaysia as a promotional organisation, the following objectives are upheld:

  • Increase foreign tourist arrivals
  • Extend the average length of stay of the visitors to increase tourism revenue
  • Stimulate the growth of domestic tourism
  • Increase the benefits/share obtained from the Meetings, Incentives, Conventions and Exhibitions (MICE) market

Conclusion

Malaysia is celebrating its fourth Visit Malaysia Year (VMY) in 2014. Throughout the year, the country will be abuzz with various colourful parades, carnivals, festivals, shows, events, conventions and celebrations. They cover a range of activities from sports and culture to festivals and arts, reflecting a celebration of the diverse lifestyles and customs of Malaysia.

Many fascinating events and festivals have been lined up throughout the year, such as the F1 Petronas Malaysia Grand Prix, Colours of 1Malaysia, the Malaysia Mega Sale Carnival, the 1Malaysia International Tourism Night Floral Parade “Magic of the Night” and many more.

With over 200 exciting tourism events taking place in 2014, there is definitely something for every visitor to Malaysia.

Please check them out at www.tourismmalaysia.gov.my

Study in Malaysia Handbook 9th Ed.Source: Study in Malaysia Handbook 9th Ed.

All rights reserved. No part of this editorial contents may be reproduced, copied, translated, or stored in a retrieval system or transmitted in any form or by any means without the written consent from the publisher Challenger Concept (M) Sdn Bhd (www.studymalaysia.com/challenger)

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