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POLICY AND PLANNING OF TOURISM INDUSTRY IN MALAYSIA by: Amran Hamzah Tourism Planning and Research Group (TPRG), Facul

POLICY AND PLANNING OF TOURISM INDUSTRY IN MALAYSIA by: Amran Hamzah Tourism Planning and Research Group (TPRG), Faculty of Built Environment, Universiti Teknologi Malaysia Skudai, Johor MALAYSIA. CONTENT. General background of Malaysian tourism industry

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POLICY AND PLANNING OF TOURISM INDUSTRY IN MALAYSIA by: Amran Hamzah Tourism Planning and Research Group (TPRG), Facul

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  1. POLICY AND PLANNING OF TOURISM INDUSTRY IN MALAYSIA by: Amran Hamzah Tourism Planning and Research Group (TPRG), Faculty of Built Environment, Universiti Teknologi Malaysia Skudai, Johor MALAYSIA

  2. CONTENT • General background of Malaysian tourism industry • Overview of tourism policy planning • Regional cooperation in tourism and prospects for multi-destination travel

  3. GROWTH OF TOURISM IN MALAYSIA • Up to 1990 Malaysia regarded as just an element of wider ‘tourist circuit’ • Visit Malaysia Year I (1990) and II (1994) propelled Malaysia into the big league • Up to the late 1990’s, Malaysia did not have a clear tourist image changing ‘Beautiful Malaysia’ to ‘Only Malaysia’ to ‘Fascinating Malaysia’ • Currently it’s a more confident ‘Malaysia-Truly Asia’

  4. TOURIST ARRIVALS • Majority from ASEAN region (73%), of which Singaporeans form largest group (57%) • Emerging markets – China, India and Middle East • 13.2 m. tourists in 2002 but down to 10.5 m. in 2003 (due to Iraq war, SARS)

  5. TOURIST RECEIPTS • In 1996 tourist receipts breached RM 1b and RM 2b in 2001 • Tourist receipt in 2002 was RM2.6b USD 1 = RM 3.8

  6. TOURISM ORGANISATION TOURISM PLANNING INFLUENCED BY 3 TIER GOVERNMENT • Federal • State • Local

  7. NATIONAL TOURISM ORGANISATION (NTO) TOURISM IS FEDERAL RESPONSIBILITY – AGENCIES DIRECTLY RESPONSIBLE • MOCAT (now Ministry of Tourism) (policy planning) • Tourism Malaysia (marketing/promotion) AGENCIES INDIRECTLY INVOLVED • Dept. of Agriculture (agrotourism) • Dept. of Forestry (ecotourism) • Dept. of Fisheries (coastal tourism) • Dept.of Wildlife and National Parks (ecotourism) • Dept. of Abroginies’ Affairs (ethnic tourism) • Dept. of Museums and Antiquties (heritage/cultural tourism)

  8. STATE TOURISM ORGANISATION STATES POWERFUL AS LAND IS STATE MATTER • State Economic Planning Unit (SEPUs) formulates tourism strategies/policies • State Tourism Action Council (STAC) set up by MOCAT to assist states in product planning and marketing • But all 13 states competing for the same niche market segments e.g. ecotourists, cultural tourists, medical tourists, MICE

  9. LOCAL AUTHORITIES • Tourism not part of core business • Lack of manpower and financial resources but directed to ‘Think Tourism’ • Resulting in standard formula e.g. street improvement programmes within inner city areas to be transformed into ‘living heritage’ attractions.

  10. TOURISM POLICY PLANNING • Included in country’s Five Year Economic Plans esp. 6th.Malaysia Plan, 7MP and 8MP • 6MP (1991-95) recommended a more distinct tourist image i.e Malaysian way of life • 7MP (1996-2000) focussed on rural/community-based and nature-based tourism

  11. TOURISM POLICY PLANNING (cont.) • 8MP attempts to transform Malaysia into a major tourism destination by establishing Kuala Lumpur International Airport (KLIA) as regional hub • 8Mp also focussed on cruise tourism/yatching/fly-drive packages

  12. TOURISM POLICY PLANNING (cont.) • Malaysia Tourism Policy Study (MTPS) (1992) provides long-term vision • MTPS recommended fly-drive holidays, riverine tourism, ecotourism, agrotourism, cultural/heritage-based tourism, MICE, special-interest tourism • MTPS is dated and currently being reviewed • Latest innovation/focus – medical tourism, shopping carnivals, youth tourism and emerging markets (China, India and Middle East)

  13. OTHER TOURISM POLICIES/PLANS • National Ecotourism Plan (1996) • Rural Tourism Master Plan (2001) • Second National Tourism Policy (2003 – 2010) MAIN FOCUS • Transforming low yield to high yield tourism • Regional cooperation

  14. EXISTING COLLABORATION WITH NEIGHBOURS • Well established e.g. Indonesia-Malaysia Growth Triangle (IMT-GT) and Singapore-Johore-Riau Growth Triangle (SIJORI) and Brunei-Indonesia-Malaysia-Philippines East Asian Growth Triangle (BIMP-EAGA) • But lacking in implementation with the exception of Bintan and Batam in Indonesia (Singaporean investors)

  15. FUTURE PROSPECTS FOR REGIONAL COOPERATION GROWTH IN TOURIST ARRIVALS FROM MAINLAND CHINA • Aggressive promotion • Strong cultural ties • KLIA as gateway

  16. FUTURE PROSPECTS (cont.) GROWTH IN TOURIST ARRIVALS FROM MIDDLE EAST • Since September 11 • Malaysia seen as safe destination for Muslims • But significant arrivals only from July – September (intolerable summer heat)

  17. FUTURE PROSPECTS (cont.) EXPECTED INCREASE IN TOURISTS FROM INDIA • Tourists from India increased from 70, 000 in 2000 to 145, 000 in 2001 to 187, 000 in 2002 • Liberalisation of Indian airways for ASEAN carriers • Subsequent increase in number of flights to Indian destinations e.g. Chennai and Mumbai • Malaysia expected to be among the first Asian countries to tap large Indian market

  18. FUTURE PROSPECTS (cont.) MUSHROOMING OF BUDGET AIRLINES • AirAsia/Valuair/ Lion Air/Ked Air, etc. and partners (Shin Corp/Tiger Airways) • AirAsia will fly to Bangkok, Phuket, Chiengmai, Hat Yai, Vietnam, the Philippines, China, Surabaya, Jakarta, Medan etc. • New opportunities for multi-destination travel within Asia in very near future

  19. NOW EVERYONE CAN FLY!

  20. FUTURE PROSPECTS (cont.) ESTABLISHMENT OF TRANSBORDER NATIONAL PARKS/WORLD HERITAGE SITES • Annual increase of ecotourism between 10-25% in Asia Pacific region • Transborder national parks e.g. Bujang Valley(Kedah)/Thaleban (Thailand)/Perlis State Park (Malaysia) will improve critical mass • Nominated transborder World Heritage Site i.e. Bentung Karimun (Indonesia)/Lanjak Entimau (Sarawak) can exploit WHS ‘branding’ to attract more tourists

  21. FUTURE PROSPECTS (cont.) DEVT. OF CRUISE INDUSTRY/TOURISM • Malaysia-based Star Cruises currently 3rd. largest cruise company in the world • Stopover itineraries e.g. at Melaka, Penang, Pulau Langkawi not fully developed • Potential of incorporating ‘themed cruises’ e.g. Admiral Zheng Ho Cruise into mainstream itinerary

  22. STAR CRUISE ITINENARY

  23. FUTURE PROSPECTS (cont.) DEVELOPMENT OF THEMED HERITAGE TRAILS • Recent devt. of heritage trails in Malaysia are transborder trails e.g. Tun Teja Trail, Mat Kilau Trail (interstate), Paraweswara Trail (Malaysia/Indonesia), Bunga Mas trail (Malaysia/Thailand) • Currently available only to niche market

  24. FUTURE PROSPECTS (cont.) EXTENSION OF EDUCATION TOURISM PROGRAMME • Program Pelancongan Pelajar (Student Tourism Prgramme) created to encourage local travel by students • Programme has potential to be extended to whole region taking advantage of cheap fares on budget airlines • Programme will encourage cultural exchange between youths in the region

  25. FUTURE PROSPECTS (cont.) TRANS-ASIA LINK FROM SINGAPORE TO KUNMING, CHINA • Long term project to construct 5,500 km. rail link from Sinapore to China passing through Malaysia, Thailand, Vietnam and Laos • Will offer another exiting transportation mode to encourage multi-destination visitation • But bogged down by financial problems

  26. IMPLICATIONS OF MULTI-DESTINATION VISITATION • Mushrooming of budget airlines will facilitate implementation of multi-destination tour packages through devt. growth triangles e.g. IMT-GT and SIJORI • Creation of ‘specialised hubs’ e.g. KLIA and Senai for specific market segments e.g. Muslim tourists, Indian tourists • Better integration between cruise tourism and themed heritage trails • Budget airlines will boost youth travel within region

  27. Economic Development Growth Triangles (IMT-GT/ SIJORI) Indian Tourists Chinese Tourists Transborder National Parks MALAYSIA’S TOURISM POLICIES Trans Asia Rail Link (Singapore-Kunming) Educational Tourism (school programmes) Cruise Tourism Growth of Budget Airlines REGIONAL COOPERATION EMERGING MARKETS Themed Heritage Trails Star Cruises Hub & Gateway Middle Eastern Tourists • Fig. 1: MALAYSIA’S TOURISM POLICIES IN THE CONTEXT OF • REGIONAL COOPERATION

  28. RECOMMENDATIONS SHORT TERM (1-3 years) • Removing obstacles hindering seamless travel • Study on implications of budget airlines MEDIUM TERM (3 – 5 years) • Transborder tour packages (PATA/ATF) based on themed heritage trails/transborder Heritage Sites • PPP extended to cover region LONG TERM (5 – 10 years) • Consolidation through AFTA • Creation of Asian brand (hotels/SMEs)

  29. CONCLUSION • Regional cooperation/multi destination visitation should not be solely aimed at maximising economic benefits but also promote ASIAN COHESION

  30. TERIMA KASIH

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