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Malaysia navigates recovery path


KUALA LUMPUR, 5 April 2022: Tourism Malaysia is plotting its marketing path for the next five years outlined in its Strategic & Marketing Plan 2022-2026 as it seeks to steer the country’s recovery following the reopening of borders on 1 April.

The plan launched by Dato’ Sri Hajah Nancy Shukri, Minister of Tourism, Arts and Culture Malaysia, last week, focuses on domestic tourism promotion as well as international tourism recovery, with greater emphasis on digital adoption, innovation, health and safety.

Core elements:

  1. Boost domestic tourism;
  2. Forge smart partnerships;
  3. Enhance tourism promotion (online/offline);
  4. Optimise strategic communication and media engagement;
  5. Undertake strategic transformation.

Meanwhile, the new approach in marketing strategy, among others, outlines a priority in creative and digital marketing, enhancing mix promotion, shifting to emotional and sentiment-based promotions, moving to customised markets, and strengthening the brand.

Tourism Malaysia Strategic & Marketing Plan was developed based on National Tourism Policy 2020-2030, National Ecotourism Plan 2016-2025, National Cultural Policy (DAKEN) 2021 and UNWTO Sustainable Development Goals (SDGs). The strategies are also formulated on market trends and sentiments, secondary data research as well as input from stakeholders and industry players.

As domestic tourism continues to drive the recovery, Malaysia is also gearing up to welcome international travellers by targeting to attract 2 million tourist arrivals with a contribution of RM8.6 billion this year.

Dato’ Sri Hajah Nancy said: “With the widespread vaccination roll-out, lifting of travel restrictions, good coordination and information on travel protocols, it is hoped that it will speed up the recovery of international tourism.

“We are anticipating the return of international tourists, especially from the neighbouring countries and medium and long-haul markets, with medical and business travel is expected to regain momentum,” said Nancy.

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