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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"[The] 'Malaysia, Truly Asia' campaign has been successfully communicated through various marketing efforts of Tourism Malaysia and helped to establish a strong and distinctive personality or image of Malaysia as a must-visit premier holiday destination in Asia."

- Mirza Mohammad Taiyab Beg, Director-General of Tourism Malaysia, in 2006.1

"Some questioned our move of pouring a lot of money into the tourism industry, but our plan has worked and Visit Malaysia Year is a grand, grand success."

- Tengku Adnan Tengku Mansor, Tourism Minister of Malaysia, in 2007.2

Malaysia Welcomes The World

The year 2007 marked the 50th anniversary of Malaysia's independence and attainment of statehood, and the country celebrated it by launching the 'Visit Malaysia Year 2007' (VMY 2007). Announcing the launch of the program in January, the Prime Minister Abdullah Ahmad Badawi (Badawi) extended an invitation to people from all over the world to visit Malaysia during the year and participate in the festivities. Malaysia's Ministry of Tourism had planned several special events to be held across the country during 2007.

It was for the third time in Malaysia's history that a 'Visit Malaysia' year had been organized.

Previously, the years 1990 and 1994 had been designated as Visit Malaysia years.

However, VMY 2007, coinciding as it did with the country's golden jubilee year of independence, was the biggest of its kind. It was also the first 'Visit Malaysia' year to be celebrated after the launch of the 'Malaysia Truly Asia' (Truly Asia) campaign in 1999, which had started positioning Malaysia as a favored tourist destination globally. A year-long intensive preparation had preceded the launch of VMY 2007 to ensure that the tourist experience provided was exceptional.

Malaysia's tourism ministry estimated that 20.1 million tourists would visit the country during the VMY 2007.3 The country expected to earn RM 44.5 billion4 ($13 billion5) in tourism receipts, during the year.6

Tourism Malaysia: Creating 'Brand Malaysia' - Next Page>>

1] "Year Round Special Events Await Tourists," (accessed on August 14, 2007).

2] "Malaysia Booked for Independence Day,", August 29, 2007.

3] Angus Whitley, "Malaysian Tourism Faces Truly Asian Tests," International Herald Tribune, January 10, 2007.

4] RM denotes Ringgit, the currency of Malaysia. As of August 2007, one US dollar was equal to 3.5 RM.

5] Dollar ($) denotes US dollars in this case study.

6] Angus Whitley, "Malaysian Tourism Faces Truly Asian Tests," International Herald Tribune, January 10, 2007.


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