MALAYSIA is shifting its direction from attracting mass, middle income tourists to high-yield visitors.
The target by 2020 is to bring in 3.5 times more tourism receipts than the present 2010 target of RM54 billion (US$16 billion), Amirrudin Abu, Tourism Malaysia's deputy director-general (marketing) told TTG Asia.
Yesterday, a lab initiated by the NTO's Performance Management and Delivery Unit kicked off a two-month exercise to brainstorm with key players from a cross-section of the tourism industry on getting out of the middle-income trap and wooing upscale tourists instead.
The lab will discuss how niche segments can be further marketed for optimum results, how to add value to current offerings, capacity building, infrastructure development and new markets.
"By August, we will have an inkling of what is the way forward," said Amirrudin.
Recommendations from the lab may result in Tourism Malaysia reviewing its role and destination marketing activities.
For years now, the Ministry of Tourism and its marketing arm, Tourism Malaysia, have been emphasising niche segments such as Malaysia My Second Home, MICE, Health and Education Tourism as these segments generate thrice as much revenue as the leisure segment.
Source : TTG
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