The government, under the 10th Malaysia Plan, is targeting to improve Malaysia’s position to be within the top 10 in terms of global tourism receipts by 2015. According to the Minister of Tourism, the ministry would focus on attracting a larger share of high-end travellers capturing a bigger share of high-growth segments and increasing the number of tourist arrivals, in order to achieve the 2015 target.
There are, of course, many issues and challenges ahead that have to be resolved said Tan Sri Abdul Aziz Rahman, former Managing Director of Malaysia Airlines.
One of the major ones is the fragile global economic recovery. Government budget allocations for the purpose of promoting tourism is not unlimited. So, it is vital that the right priorities be exercised.
It is equally important, he added, to ensure the maximisation of positive results in promotional expenditure.
Those involved in the industry have questioned the wisdom of some of the high-cost domestic promotion activities. They argued that the expenditure could have been better utilised in promotional events in the relevant foreign markets. They have also commented that some of the activities carried out in the country were not within the scope of the tourism authorities.
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