Tourism Malaysia: Creating 'Brand Malaysia'

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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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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

'Mice' Tourism

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...

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...


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)...


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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