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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Malaysia Welcomes The World Contd...

In 2006, Malaysia had recorded 17.5 million tourist arrivals, with tourism receipts of RM 36.2 billion.

Tourism was a major revenue earner for the Malaysian government, which also invested significantly in the sector. The government had allocated RM1.8 billion to the tourism industry in the Ninth Malaysia Plan7, for the 2006 to 2010 period.

The allocation in the previous plan period (2001-2005) had been RM700 million.8 The Malaysian government had set a target of 24.6 million tourist arrivals in 2010, with tourist receipts expected to reach RM 59.4 billion that year.9

About Malaysia

Malaysia is a federation of thirteen states located in Southeast Asia. The country consists of two geographical regions - Peninsular Malaysia and Malaysian Borneo - separated by the South China Sea. Peninsular Malaysia shares a land border on the north with Thailand.

It is also connected to Singapore in the south by the Johor-Singapore Causeway and the Malaysia-Singapore Second Link (a bridge connecting Malaysia and Singapore). Malaysian Borneo is the northern part of the island of Borneo. It shares a border with Indonesia and surrounds the Sultanate of Brunei.

Peninsular Malaysia got its independence from the British on August 31, 195710. The name 'Malaysia' was adopted in 1963 after the Federation of Malaya (Peninsular Malaya), Singapore, and Sabah and Sarawak (which later became Malaysian Borneo) formed a federation.

In 1965, Singapore was expelled from the federation, after differences arose between Singapore's ruling People's Action Party and the federal government of Malaysia. Singapore became an independent country in the same year...

Excerpts >>

7] Malaysia has been following the system of five year plans for development since 1955.

8] Chen Lihua, "Malaysia Launches "Visit Malaysia Year 2007",", January 7, 2007.

9] Chen Lihua, "Malaysia Launches "Visit Malaysia Year 2007",", January 7, 2007.

10] Britain established its first colony in the Malay peninsula in the year 1786.


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