BENGKEL PEMBANGUNAN DESTINASI PELANCONGAN 2009 Events & Promotions Role of Tourism Malaysia Universiti Sains Malaysia 19 Mei 2009
PRESENTATION OUTLINE 1 Tourism Malaysia in brief - Mission Statement - Functions - Overseas and State Offices 2 Tourism Performance - International Tourism 2008 - Malaysia s Performance 3 Promotional Strategies 4 Promotional Approaches 2
TOURISM MALAYSIA IN BRIEF 3
MISSION STATEMENT Marketing Malaysia As a Top Destination and To Make the Tourism Industry a Major Contributor to the Nation s Socio-Economic Development 4
FUNCTION 1 Stimulate and promote tourism to and within Malaysia. 2 Invigorate, develop and market Malaysia internationally and domestically as a touristic focal point. 3 Coordinate all marketing activities relating to tourism conducted by any organization, government or non-governmental agency. 4 Recommend to the Minister on measures and programmes that stimulate development and promotion of the Malaysian tourism industry, and to implement upon approval. 5
32 OFFICES OVERSEAS + 12 MARKETING REPS 6 AMERICAS Vancouver, Canada New York, USA Los Angeles, USA EUROPE London, UK Dublin, Ireland Paris, France Frankfurt, Germany Amsterdam, The Netherlands Milan, Italy Moscow, Russia Almaty, Kazakhstan Stockholm, Sweden Jeddah, Saudi Arabia Dubai, UAE Tehran, Iran Johannesburg, South Africa Tourism Malaysia Offices (32) Marketing Offices (14) Beijing, China Shanghai, China Guangzhou, China Chengdu, China H.Kong, China Taipei, Taiwan WEST ASIA/AFRICA SOUTH ASIA Chennai, India New Delhi, India Mumbai, India Karachi, Pakistan Dhaka, Bangladesh Events & Promotions Role of Tourism Malaysia ASEAN EAST ASIA NORTH ASIA Bangkok, Thailand Phuket, Thailand Ho Chi Minh, Vietnam Hanoi, Vietnam Vientiane, Laos Phnom Penh, Cambodia Singapore Jakarta, Indonesia Medan, Indonesia Bandar S. Bagawan, Brunei Manila, Philippines Tokyo, Japan Osaka, Japan Seoul, Korea (Australia) Sydney Perth Melbourne OCEANIA
13 STATE OFFICES + 14 TOURIST INFORMATION CENTRES Events & Promotions Role of Tourism Malaysia STATE OFFICES 1. TM Kedah 2. TM Perlis 3. TM Penang 4. TM Perak 5. TM Pahang 6. TM Kelantan 7. TM Terengganu 8. TM Melaka 9. TM Negeri Sembilan 10.TM Johor 11.TM KL/Selangor/Putrajaya 12.TM Sarawak 13.TM Sabah TIC'S 1. TIC Level 2, PWTC 2. MTC, Jalan Ampang 3. TIC KL Sentral 4. VSC, KLIA 5. TIC LCCT, Sepang 6. TIC Kuah, Langkawi 7. TIC, LTA Langkawi 8. TIC Bukit Kayu Hitam 9. TIC, LTA Bayan Lepas 10.TIC Georgetown 11.TIC Tanjung Puteri, Tambak Johor 12.TIC Lumut 13.TIC Labuan 14.TIC, LCCT Kota Kinabalu Sabah 7
TOURISM PERFORMANCE 8
INTERNATIONAL TOURISM 2008 Events & Promotions Role of Tourism Malaysia 1 In 2008, international tourist arrivals reached 924 million, up 16 million over 2007, Representing a growth of 2% 2 As a result of the extremely volatile world economy (financial crisis, commodity and oil price rises, sharps exchange rate fluctuations), tourism demand slowed significantly through the year. The last six months of 2008, in particular, showed an abrupt shift in trends, with international tourist arrivals flat or showing negative growth. Overall, the 5% growth between January and June gave way to a 1% decline in the second half of the year. 3 Growth was negative in the last six month of 2008 in both Europe (-3%) and Asia (-3%), where the drop is even more significant given its double-digit growth in 2007 and strong in the first part of 2008 (+6%). On the other hand, the Americas (+1%), Africa (+4%) and the Middle East (+5%) still posted positive results in the second half of the year, although with a significant slowdown compared with the period between January and June. 9
TOURIST ARRIVALS TO MALAYSIA Events & Promotions Role of Tourism Malaysia YEAR 2000 2001 2002 2003 2004 2005 2006 2007 2008 32.0B 36.3B 46.0B 49.5B RECEIPTS (RM BILLION) 24.2B 25.8B 29.7B 17.3B 12.8M 13.3M 21.3B 10.6M 15.7M 16.4M 17.5M 20.9M 22.05M 10.2M ARRIVALS (MILLION) 9/11 BOMBING BALI BOMBING SARS/IRAQ WAR TSUNAMI 10
TOURIST EXPENDITURE 2007 & 2008 2007 (RM) 2008 (RM) Growth (%) Average Per Diem Expenditure 348.7 351.2 0.7 Average Per Capita Expenditure 2,196.7 2,247.4 2.3 Source: Tourism Malaysia 11
UNIQUE SELLING POINTS (USP) A politically stable government and nation Well-developed tourism infrastructure Existence of various natural and man-made tourist attractions A population made up of diverse ethnic groups living in harmony A country that is not adversely affected by major catastrophic events A country that advances with global trends in various areas A country that is abreast with the technological advancements of the world A rich and diverse historical past Pleasant and warm weather Value for money destination English is widely spoken 12
PROMOTIONAL STRATEGIES 13
Sustain and Expand Market Share for Regional, New Markets, ASEAN and Domestic Market Optimize ASEAN market with new tactical campaigns for the youth market. Implementing Visit Youth Travellers Year 2009/2010 as agreed at ATF2009 Expand the ZOOM Malaysia Campaign into the bordering neighbors i.e: Singapore & Brunei ZOOM Malaysia campaign ZOOM Malaysia campaign from destination to destination ZOOM Travel Fair ZOOM Malaysia Packages (Xcape, Xplore & Xperience) ZOOM Malaysia Capsules on terrestrial television Sahabat ZOOM Malaysia 14
Pursuing Synergistic Approach Expand strategic alliances with relevant governments for Reciprocal and Complimentary Travels Reciprocal Facilitation of cross border arrangements, intra regional travel between ASEAN countries and bilateral, Student & Cultural Exchanges Complimentary Joint Promotions with STB (Twin Destinations), Indonesia, HKTB etc Including MICE segment Enhance collaboration with local tourism stakeholders and CO-BRANDING exercise Joint Promotions with Malaysian owned establishment i.e Petronas, Shangri-La, Parkson, YTL etc. Intensify collaboration with operating airlines into Malaysia Tactical campaign with foreign airlines serving Malaysia i.e Singapore Airlines, China Southern Airlines, Emirates, Qatar Airways etc. 15
Consolidation and Reallocating Resources to better opportunity Upgrading/Downsizing/Rightsizing Establishment of Regional Offices, Relocation, Closing/Rightsizing Optimising Advertising Expenditure Direct Booking of Media Placement Tactical Advertising/in market Internet Marketing Greater use of Internet/new media; more penetration, reach and greater ROI (i.e. Web 2.0/CRM) Linkages to other travel related website 16
Going for the Niche and MICE sector New Niche Product & Market Matching EXPATRIATE MARKET/DISPORA Thailand, Hong Kong, Singapore, Vietnam, UAE ECO TOURISM (national park, home stay, nature) UK, US, Germany, Scandinavia, Japan, Australia MEDICAL & WELLNESS ASEAN, Japan, Korea, Taiwan, Hong Kong, West Asia, Australia, United Kingdom EDUCATION TOURISM (short courses) ASEAN, Korea, China INCENTIVE TRAVEL China,Taiwan, Japan, Indonesia, India, Australia MICE - ASEAN, China, India HOMESTAY / MM2H/Backpackers/Budget - Japan, India, Bangladesh, China, Australia, Singapore, Japan and Korea HERITAGE Europe, Australia, Japan SPORTS (F1, Golfing, Diving/Sailing) ASEAN, Japan, Australia, Korea, Europe LUXURY/HIGH END TRAVEL/SHOPPING ASEAN,UK, Scandinavia, China, H. Kong, Japan, Middle East 17
HOMESTAY As at April 2009, 3,150 Homestay participants had registered with Ministry of Tourism. Statistic of Homestay Visitors Domestic Visitor International Visitor 2007 2008 Growth (%) 2007 2008 Growth (%) 51,055 68,416 34 21,368 23,117 8.2 Receipts of Homestay Receipts (RM) 2007 2008 Growth (%) Jan-Mac 2009 Growth (%) 4,923,433.30 6,393,676.63 29.9 2,319,018.40 7,755,616.30 18
DESTINATION PROMOTION, 2008-2010 South East Asia Kuala Lumpur Langkawi Taman Negara Tioman Sabah Theme Parks Penang Genting Highlands Melaka Redang Sarawak Desaru North Asia/East Asia Kuala Lumpur Langkawi Pangkor Redang Sabah Sarawak Genting Highlands Penang Melaka Tioman Club Med Cherating Port Dickson Desaru Tanjong Jara Taman Negara South/West Asia/ Oceania/ Africa Kuala Lumpur Langkawi Pahang Sabah Theme Parks Penang Genting Highlands MelakA Terengganu Sarawak Johor Cameron Highlands Sarawak Europe/Americas Kuala Lumpur Langkawi Cameron Highlands Pangkor Sabah Penang Melaka National Parks East Coast Islands Sarawak 19
PROMOTIONAL APPROACHES 20
1 Overseas - Exhibitons/fairs - Seminar/workshops - Sales missions - Consumer/PR activities - Tactical adv - Fam trip PROMOTION Domestic - Exhibition/fairs (zoom travel fairs) - Seminar/workshops for special product i.e. homestay - Student program (tourism club) - Package development (tactical and hard selling) - Fam trip 21
OVERSEAS PROMOTIONS ITB, Berlin WTM, London MITT, Moscow 22
DOMESTIC PROMOTIONS Zoom Travel Fairs - Special tour packages - air tickets - travel related items & products - other related services i.e. spa, massage 23
DOMESTIC PROMOTIONS - Special packages under Zoom Campaign i) Xcape Holidays (recreation base activities) ii) Xplore Holidays (adventure base activities) iii) Xperience Holidays (unique experience i.e. diving) - 19 campaigns at 19 different locations had been executed in 2008. - 18 campaigns have been planned in 2009. 24
2 PUBLIC RELATIONS Media Releases Mega Familiarization & Special Event Media releases and media info related to major tourism events organized by Ministry of Tourism and Tourism Malaysia will be released and uploaded into Tourism Malaysia s website and distributed to the local/foreign media in Malaysia and overseas through TM overseas offices. Mega Fam is implemented to gain great visibility abroad through participation of foreign media in major international and national events organized in all over Malaysia. The special event namely World Armature Inter Team Golf Championship (WAITGC) is also organized for foreign media and key industry players to enhance awareness on Malaysia s golf products and its offering. 25
Mega Familiarization - 42,854 participants since 2000 April 2009 - Publicity commercial value (2006 2008) i) Print Media : RM 134.776 billion ii) Electronic Media : RM 40.511 billion 26
Special Event - WAITGC TEAM YEAR MALAYSIAN INTERNATIONAL TOTAL 2004 70 50 120 2005 46 70 116 2006 29 110 139 2007 37 141 178 2008 20 135 155 27
3 Intensify promotions of major events to strengthen the image of Malaysia as a desirable holiday destinations. EVENTS PROMOTIONS More than 40 events and festivals identified in 2009 have been promoted widely through brochures, Tourism Malaysia s website and Tourism Malaysia overseas offices. Some of major events are Formula One (F1), Le tour de Langkawi, Colors of Malaysia, LIMA 2009, Sarawak Rainforest World Music Festival, etc. 28
EVENTS PROMOTIONS Formula One Colors of Malaysia Flora Fest 29
EVENTS PROMOTIONS Monsoon Cup Le Tour de Langkawi Sarawak Regatta 30
4 ADVERTISING Execution of advertising campaign in some major overseas markets to enhance awareness and visibility of Malaysia as well as to strengthen domestic tourism. The campaign is carried out in all electronic and print medium such as television, radio, internet, newspaper and magazines. Global Campaign Domestic Campaign MICE Campaign 31
ADVERTISING ASEAN EUROPE WEST ASIA EAST ASIA DOMESTIC 32
1 TVC (EUROPE/GLOBAL) Malaysia Wonders (60 ) 2 TVC (EAST ASIA) Truly My Moment (30 ) 33
Thank You Events & Promotions Role of Tourism Malaysia