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Destination Governance Models and Structures – Case of Malaysia 1 A Presentation By : Ms. Noridah Kamaruddin Director, Tourism Malaysia Moscow.

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Presentation on theme: "Destination Governance Models and Structures – Case of Malaysia 1 A Presentation By : Ms. Noridah Kamaruddin Director, Tourism Malaysia Moscow."— Presentation transcript:

1 Destination Governance Models and Structures – Case of Malaysia 1 A Presentation By : Ms. Noridah Kamaruddin Director, Tourism Malaysia Moscow

2 MINISTRY OF TOURISM MALAYSIA TOURISM PROMOTION BOARD MINISTRY OF TOURISM Ministry of Culture, Arts and Tourism has been restructured into the Ministry of Tourism and was officially established on March 27, 2004 in accordance with the establishment of a new Cabinet in 2004. The Ministry implements tourism policies, conduct studies and offers incentive for industry players NATIONAL TOURISM POLICY To turn the tourism industry into a major, sustainable, viable and quality sector which contributes to the socio-economic development of the country CONVENTION BUREAU MINISTRY OF TOURISM

3 Tourism Department Tourist Development Corporation Malaysia Malaysia Tourism Promotion Board 1959 1992 1972 20 May 1987 19861974 Ministry of Trade and Industry Ministry of Tourism 27 March 200410 August 1972 Ministry Of Culture, Arts And Tourism TOURISM MALAYSIA HISTORY

4 Malaysia Tourism Promotion Board or Tourism Malaysia is an agency under the Ministry of Tourism, Malaysia. Tourism Malaysia focuses on the specific task of promoting Malaysia at a domestic and international level MISSION To market Malaysia as a premier destination of excellence in this region FUNCTIONS Stimulate and promote tourism to and within Malaysia Invigorate, develop and market Malaysia internationally and domestically as a tourist focal point Coordinate all marketing or promotional activities relating to tourism conducted by any organization, government or non governmental agency Recommend to the Minister relevant measures and programes that stimulate development and promotion of the Malaysia tourism industry and to implement them upon approval TOURISM MALAYSIA FUNCTIONS

5 90’s Bandar Seri Bengawan Vientiane Hanoi Tehran Ho Chi Minh Dhaka Karachi Phnom Penh Manila Chengdu Almaty Dublin Amsterdam 2003 2004 2005 2007 2008 00’s (Marketing Reps) 70’s 80’s New Dehli Jeddah Dubai Phuket Chennai Beijing Shanghai Mumbai Jakarta Medan Moscow Istanbul Guangzhou Melbourne Auckland 2000 2001 2002 2003 2005 2011 00’s 1989 Taipei Paris Vancouver Perth Seoul Stockholm Milan Johannesburg Osaka New York 1991 1992 1993 1994 Singapore Bangkok Sydney Los Angeles Tokyo London Frankfurt Hong Kong 1971 1974 1976 1978 OUR INTERNATIONAL NETWORK 33 Offices and 13 Marketing Offices

6 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 OUR DOMESTIC NETWORK 13 State Offices and 25 TIC BUKIT KAYU HITAM LTA LANGKAWI KUAH, LANGKAWI JETTY POINT, LANGKAWI LTA BAYAN LEPAS GEORGETOWN LUMUT ARAS 2, PWTC KL SENTRAL MTC KLIA LCCT R&R SEREMBAN-PD TAMING SARI CIQ BANGUNAN SULTAN ISKANDAR JB SENTRAL TANJUNG PENGELIH TANJUNG BELUNGKOR CHERATING KEMAMAN KUALA BESUT LTA KUCHING LCCT KOTA KINABALU (T2) LTA KOTA KINABALU (T1) LABUAN

7 KRAKPI201020112012201320142015 1.Strengthen the sector's economic contribution of tourism to national economy Foreign tourist arrivals (million people)2425 (5%) 26 (5%) 27 (8%) 28 (8%) 29 (8%) The value of foreign exchange earnings (P Billion) 55.260.566.071.878.484.1 2.Development and promotion of potential and high-value products MM2H participants (People)1,8001,9002,0002,1002,2002,300 MICE participants of total tourists (%)5.06.07.08.09.010.0 Shopping of total tourist expenditure (%)29.030.032.034.036.038.0 Average rate of hotel accommodation (%)60.061%62%63%64%65% Per capita tourist expenditure (RM)2,3002,420 (5%) 2,540 (5%) 2,660 (5%) 2,800 (5%) 2,900 (5%) 3.Strengthening the notion of 1 Malaysia: Formation of relationship among people Number of foreign tourists in Homestay (People) 30,00032,00034,00036,00038,00040,000 Number of domestic tourists in Homestay (person) 130,000132,000134,000136,000138,000140,000 4.Rural economic development through the development of rural tourism activities Income from Homestay (RM Million)10.011.511.812.012.312.6 Homestay – Average Occupancy Rate (%) 19.020.420.921.421.822.3 DIRECTION OF TOURISM INDUSTRY

8 PublicPrivate- PrimaryPrivate- Secondary Government Agencies (5)Hotel Association (4)Product Owners (3) State Government (4)Travel Association (4)Event Organizers (3) Local Authorities (4)Airlines (4)Sports Association (2) Tourism Malaysia State Offices (5) Transport Association (4)Public (4) Ministry’s State Office (5) Mass Media (5)Shopping Complex Associations (3) Tourist Guides (3)Convention Centers (3) Tourism Training Institute (2) Restaurants (2) Very High =5 High = 4 Moderate = 3 Low = 2 Very Low =1 MAIN STAKEHOLDERS

9 According to the latest issue of the UNWTO World Tourism Barometer, The international tourism recovered strongly in 2010. International tourist arrivals were up by almost 6.7% to 935 million following the exceptional decline of 4% in 2009. All regions posted positive growth in international tourist arrivals over 2009. Asia and the Pacific recorded a double digit growth rate of 13% with over 204 million tourists in 2010 or 22% share of the international tourism market. Other regions with positive growth were Middle East (+14%), Americas (+8%), Africa (+6%) and Europe (+3%) Jan- Dec 2010 2010 GLOBAL TREND International tourism recovered strong in 2010 with 935 million trips. 9

10 GLOBAL TOURIST ARRIVALS, 2010 % Change 200820092010* 08/0709/0810*/09 (million)(%) World9138779351002.1-4.06.7 Advanced economies48946849352.7-0.3-4.35.3 Emerging economies42440944247.35.0-3.58.2 By UNWTO regions Europe480.8456.9471.550.40.5-5.03.2 Northern Europe56.453.453.35.7-2.9-5.5-0.1 Western Europe153.2148.6156.116.7-0.4-3.05.1 Central/Eastern Eu.100.089.993.710.03.5-10.14.2 Southern/Mediter.Eu171.2165.1168.418.00.8-3.52.0 Asia and the Pacific184.1181.0203.821.81.1-1.712.6 North-East Asia101.098.1111.711.90.0-2.913.9 South-East Asia61.862.169.67.43.50.512.1 Oceania11.110.911.61.2-0.9-1.66.0 South Asia10.39.910.91.21.1-3.410.1 Americas147.8140.5151.216.22.7-4.97.7 North America97.792.199.210.62.6-5.87.8 Caribbean20.119.520.32.21.0-2.83.9 Central America8.27.68.30.96.4-7.48.3 South America21.821.323.52.53.8-2.310.4 Africa44.445.848.75.22.73.16.4 North Africa17.117.618.62.04.82.55.8 Sub-saharan Africa27.328.230.13.21.53.56.9 Middle East55.952.760.06.419.2-5.713.9 SOURCE : UNWTO BAROMETER 10 South East Asia recorded 69.6 million trips or 7.4% of the global market share.

11 SARS IRAQ WAR ASIAN Financial Crisis VMY 2007 11 Tsunami Iran/Iraq War Bali Bombing Ever since the Asian Financial Crisis (1998), the number of arrivals has increased 4x from 5.6 million tourists (1998) to 23.3 million tourist arrivals (2009). This represents a 2.7% of the world’s total travels. In 2010 Malaysia recorded 24.6 million tourists. WHERE ARE WE? Volcanic Ash

12 Malaysia is No 9 for International Tourist Arrivals (2009) Source : UNWTO Malaysia ranked 11 th position in 2008 200720082009 World859.0942.0852.0 1United States97.1110.194.2 2Spain57.661.653.2 3France54.355.648.7 4Italy42.745.740.2 5China37.240.839.7 6Germany36.040.034.7 7United Kingdom38.636.030.1 8Australia22.324.825.6 9Turkey18.522.021.3 10Austria18.921.820.3 11Hong Kong10.215.316.5 12Thailand9.518.115.9 13Malaysia8.815.215.3 Malaysia is No 13 in tourism receipts (2009) ***However, the per capita expenditure in Malaysia is slightly lower compared to Thailand WHERE ARE WE? 12

13 WHERE WE ARE? -2010 ARRIVALS 13 MALAYSIA TOURIST ARRIVALS BY COUNTRY OF RESIDENCE COUNTRY OF RESIDENCE JANUARY - DECEMBER 2010 2009Growth % Singapore 13,042,00412,733,0822.4 Thailand 1,458,6781,449,2620.6 Indonesia 2,506,5092,405,3604.2 Brunei 1,124,4061,061,3575.9 Philippines 486,790447,4708.8 Vietnam 159,271149,6856.4 Cambodia 48,61843,14612.7 China 1,130,2611,019,75610.8 Japan 415,881395,7465.1 Taiwan 211,143197,8696.7 South Korea 264,052227,31216.2 India 690,849589,83817.1 West Asia Saudi Arabia 86,77177,08212.6 UAE 25,64522,10816.0 Iran 116,252101,66414.3 COR20102009Growth % Canada91,70188,0804.1 U.S.A232,965228,5711.9 Australia580,695533,3828.9 New Zealand66,15263,0045.0 United Kingdom429,965435,091(1.2) Scandinavia Denmark24,86925,916(4.0) Finland21,35520,9122.1 Norway22,77322,4871.3 Sweden48,97149,509(1.1) Netherlands114,887111,1393.4 France111,175110,0541.0 Germany130,896128,2882.0 Switzerland27,89428,523(2.2) Russia32,07529,2029.8 Poland12,35812,544(1.5) Italy47,06846,3521.5 Turkey9,1498,26510.7 South Africa26,39523,55612.1 Others778,723760,5792.4 Grand Total24,577,19623,646,1913.9

14 Source: Dept. Of Immigration Singapore, Thailand and Indonesia are important sources of tourists to Malaysia. Beyond ASEAN, China and India will remain important WHERE ARE WE?- Top 10 countries Note: China* (include Hong Kong & Macao) COUNTRY OF RESIDENCE 2007COUNTRY OF RESIDENCE 2008COUNTRY OF RESIDENCE 2009COUNTRY OF RESIDENCE 2010 Singapore10,492,692Singapore11,003,492Singapore12,733,082Singapore13,042,004 Indonesia1,804,535Indonesia2,428,605Indonesia2,405,360Indonesia2,506,509 Thailand1,625,698Thailand1,493,789Thailand1,449,262Thailand1,458,678 Brunei1,172,154Brunei1,085,115Brunei1,061,357Brunei1,124,406 China*789,783China*949,864China*1,019,756China*1,130,261 India422,452India550,738India589,838India690,849 Japan367,567Japan433,462Australia533,382Australia580,695 Philippines327,140Australia427,076Philippines447,470Philippines486,790 Australia320,363Philippines397,884United Kingdom 435,091United Kingdom 429,965 United Kingdom 276,213United Kingdom 370,591Japan395,746Japan415,881 14

15 Recommendation GLOBAL TREND Demographic growth: In the developed world, people age 60 and over—the fastest-growing age group—made up one-fifth of the population in 2000 and will grow to one-third in the next half-century. Economic growth The growth in an emerging middle class will drive inter-regional travel, helping to offset anticipated declines in long-haul travel, especially in the short term. Consumer empowerment Consumers are driving the destination and other brands today, partly through consumer-to-consumer (C2C) communications via the Internet and other media and partly through their feedback to the brand 15

16 Recommendation GLOBAL TREND "Tourism 2.0" Tourism 2.0 will emphasise personalisation, user- generated content, video and interactivity. These capabilities will enable destination products and services to interact with prospects and tourists more effectively. Travel industry evolution The travel industry is morphing into a do-it-yourself (DIY) market, where consumers customise travel using an increasingly sophisticated array of planning and booking options. As a result, the industry is dividing into segments Search for authenticity Consumers are searching for “life enrichment experiences” rather than "products" or even "destinations." Another related sector whose growth will continue is "voluntourism," or taking part in a volunteering holiday and "activity learning," which gives participants the opportunity to pick up a new skill. 16

17 COMPETITIVE EDGE Stable government Well-developed infrastructure Variety and diversity in natural and man-made tourist attractions Diverse ethnic groups live in harmony Sheltered from natural catastrophes Rich in technology advancements Year -round destination and balmy weather Rich and diverse historical past 17 Langkawi Mangroves

18 Lack of new products and experiences Maintenance of public and private infrastructures Limited foreign investment for tourism products Emergence of new destinations globally CHALLENGES Maintaining sustainable tourism developments Inadequate direct flights and seat capacities Increase in demand for quality services 18 Cameron Highlands

19 extend the average length of stay of tourists and to increase per capita expenditure increase foreign tourist arrivals OBJECTIVES stimulate the growth of domestic tourism and encourage planned holiday culture increase the market share of international meetings, incentives, conventions & exhibitions (MICE) segment by 5-8% of tourist arrivals 19 SINGAPORE12,733,08213,042,0042.4 RUSSIA29,20232,0759.8 GRAND TOTAL23,646,19124,577,1963.9 20092010% change 20082009% Change Domestic Tourists (million) 55.174.735.6 Tourist Receipts (RM Billion) 20,11025,97523.0 Total No. of Visits (‘000) 63,28390,50643.0 ALOSPER CAPITA WEST ASIA2009201020092010 SAUDI ARABIA10.69.66,430.88,047.1 UNITED ARAB EMIRATES8.87.66,264.76,370.8 OMAN9.68.56,608.66,759.9 KUWAITN/A6.9N/A7,174.7 IRAN8.57.97,455.47,214.4 OTHERS WEST ASIA9.08.97,983.07,188.8 TOTAL WEST ASIA9.18.27,167.77,342.0

20 STRATEGIC DIRECTION & Ongoing visibility and awareness campaigns: To continuously build Malaysia's presence and visibility via electronic media, print, new digital media, celebrity endorsement, tourism ambassadors and implementation of mega familiarisation (MEGA FAM) events. Aim to convert ‘prospects to actual ‘tourists’ and “day trippers to become overnight-staying tourists”. Proposed techniques include a)create urgency and time pressure b)manipulate supply by leveraging on scarcity c)focusing on competitive advantages Intensify tactical campaign Vital in attracting travellers as well as keeping airline seats and hotel rooms filled at all times Focus on new products or enhancements of existing ones and choosing the right media channels for exposure to disseminate information. “Increase tourist arrivals and expand market share.” 20 ACTION PLAN

21 “Increased revenue from selected high yield niches and market segments.” Adopt a destination/product -focused approach in marketing Malaysia. Identify selected destinations/products in Malaysia and carry out intensive promotion on these destinations Targeting messaging and special campaigns. Develop messages stressing the fun, challenges and lifestyle experiences associated with each of these segments. Embark on programs to partner with segment specific celebrities. Target High End tourists. Improve yields by targeting the visitor segments that have higher per trip spending patterns and to increase their length of stay 21 High yield niches: Primary Golf Sports Health, spa and wellness Romance (weddings, honeymoons, anniversaries) Eco-tourism and adventure (parks and gardens) Lifestyle (food, gourmet, shopping,) Ocean fun (diving, snorkeling, swimming) Marine tourism (cruising, yachting, boating, sailing) STRATEGIC DIRECTION & ACTION PLAN

22 “ “Improve retention by establishing and maintaining long- term relationships with visitors to Malaysia”. Increase efforts to identify, target and communicate with visitors. Playing a greater role in staying in touch with previous visitors. TM will seek out and communicate with previous visitors and associations to understand, encourage and facilitate one or more repeat visits, long term loyalty and positive word of mouth Targeting Stop-over Visitors. Work with airport authorities and major airlines to help encourage future visits by departing travellers. A special effort will be made to target stop-over visitors as well as those attending conventions and exhibitions. 22 Use Retention Based Strategy. Travel partners can also use a retention-based strategy to generate sales. By examining databases of past visitors to Malaysia, travel partners can generate mailing and other contact lists for Malaysia-related promotional communications STRATEGIC DIRECTION & ACTION PLAN

23 Recommendation THE STRATEGY Elevating Malaysia as a truly world-class tourism destination by continued branding of Malaysia through the “Malaysia Truly Asia” campaign Targeting the tourist segments that have higher per trip spending patterns and to increase their length of stay Adopt a destination focused approach in marketing Malaysia, identify selected destinations and carry out intensive promotions on these destinations 23

24 Recommendation THE STRATEGY To take into account the various segments of the industry to a ensure broad-based economic benefits Enhance Malaysia’s appeal as an ever- interesting destination so as to stimulate repeat visits from medium haul markets Dedicate efforts to convert day trippers to become overnight tourists to enhance tourism revenue 24

25 HIGH YIELD NICHES Sports Tourism – Golf, Auto Race Wellness - Health, spa and wellness Romance -Weddings, honeymoons, anniversaries Eco-tourism and adventure - Parks and gardens and volunteer tourism Lifestyle - Food, gourmet, shopping, arts Ocean fun - Diving, snorkelling, swimming Marine tourism -Cruising, yachting, boating, sailing Agro-tourism -Tea plantation, palm estate tourism, rubber tree tapping, exotic fruit picking, seasonal planting and harvesting Homestay Golf Education - International and exchange students, English, Chinese and Malay language "Malaysia, My Second Home," Equestrian and arts Movies and TV Location HIGH YIELD OPPORTUNITY SEGMENT 25

26 Shopping Campaign KL GP Sale, Mega Sale, MYES - Duty Free Goods, Luxury Brand, Malaysia International Shoe Festival Gourmet MIGF - Fine Dinning, ASEAN Food Trail, Fabulous Food 1 Malaysia – Chicken Rice, Satay, Roti Canai (2010) Parks and Gardens Floria Putrajaya Art Tourism MCAT – Malaysia Contemporary Art Tourism, Art Expo and Auction Culture and Entertainment Tarian Cuti-Cuti 1 Malaysia, Concerts, Orchestra, Saturday Night Markets Packages 3-2-1 Heritage Packages, Railway Tourism (Homestay), Wellness and Spa, Sports Events (F1, Golf, Diving, Tennis Tournament), Helicopter Tours and Motoring Holidays. FOCUS & NEW INITIATIVES 26

27 LEISURE Primary and Secondary Market EXPATRIATE MARKET Thailand, Singapore, Vietnam, UAE, China, Hong Kong ECO TOURISM UK, US, Germany, Scandinavia, Japan, Australia, Korea and Hong Kong, Netherlands WELLNESS/ MEDICAL TOURISM ASEAN, Japan, Korea, Taiwan, Hong Kong, West Asia, Australia, United Kingdom, Russia EDUCATION TOURISM West Asia, Indonesia, China, Korea, Africa, Kazakhstan INCENTIVE TRAVEL China, Taiwan, Japan, Indonesia, India, Australia, Korea HOMESTAY Japan, Netherlands, Australia, Singapore, Korea, France MM2H China, Japan, Korea India, Taiwan, West Asia, Bangladesh, Australia, UK, Indonesia, Germany SPORTS ASEAN, New Zealand, Australia, Italy, Germany, UK, Scandinavia, Mauritius, Korea, Japan LUXURY/HIGH-END TRAVEL France, UK, Scandinavia, Russia, US, Hong Kong, Belgium, Luxembourg, Switzerland, Middle East, South Asia, China SHOPPING ASEAN, China, Hong Kong, India, Bangladesh, West Asia, Australia, New Zealand HONEYMOONERS West Asia, Italy, UK, US, China, Taiwan, India, Korea, Belgium TARGET MARKET 27

28 FOCUS ON EUROPE 2011 - 2015 STRATEGIC DIRECTIONS Increase arrivals from key market area Increase average length of stay and tourist expenditure Intensify marketing and promotional activities Reinforce promotion of niche products and packages Intensify consumer promotions Intensify online marketing campaign Layang-layang island

29 COUNTRY OF RESIDENCE TOTAL TOURIST ARRIVALSAVERAGE LENGTH OF STAY AVERAGE PER-CAPITA EXPENDITURE (RM) TOURIST RECEIPTS (RM MILLION) 20092010200920102009201020092010 EUROPE United Kingdom435,091429,96510.2103,885.23,831.51,690.41,647.4 France110,054111,1759.59.12,588.72,564.2284.9285.1 Germany128,288130,89610.510.12,886.52,966.7370.3388.1 Russia29,20232,0758.7 3,567.03,503.1104.2112.4 Italy46,35247,0688.68.42,905.92,865.8134.7134.9 Sweden49,50948,9719.8102,955.02,909.6146.3142.5 Ireland25,34723,1469.8 3,138.93,021.779.669.9 Netherlands111,139114,88710.3202,970.23,018.2330.1346.8 Denmark25,91624,86910.89.93,157.93,082.681.876.7 Finland20,91221,3559.08.52,859.32,757.759.858.9 Norway22,48722,77310.1102,828.02,755.763.662.8 Spain22,77122,4389.89.32,849.82,781.264.962.4 Belgium16,72115,27510.09.82,913.02,970.948.745.4 Switzerland28,52327,89410.5 2,939.02,886.383.880.5 EUROPE - MARKET PROFILES

30 WEEKLY FLIGHT FREQUENCY, 2010 CountryMalaysia AirlinesAir AsiaOthersTotal Flight Freq (weekly) Seat Capacity Flight Freq (weekly) Seat Capacity Flight Freq (weekly) Seat Capacity Flight Freq (weekly) Seat Capacity EUROPE U.Kingdom145,40472002--212,864 France71,96041,360--113,320 Germany51,390----5 Italy3834----3 Netherlands72,702--7 (KLM)2,660145,362 Turkey3834----3 Kazakhstan ---- 2 (Air Astana) 5602 1,060 ---- 1 (Uzbekistan Airline) 2381 ---- 3 (Etihad Airways) 2623 Uzbekistan ---- 2 (Uzbekistan Airline) 3862

31 EUROPE - TARGET 2011 COUNTRY2009 (A)2010 (A)2011 (T) EASTERN EUROPE29,20232,07535,000 Russia29,20232,07535,000 NORTHERN EUROPE579,262571,079614,000 Denmark25,91624,86927,000 Finland20,91221,35522,000 Norway22,48722,77325,000 Sweden49,50948,97152,000 Ireland25,34723,14628,000 U.K435,091429,965460,000 SOUTHERN EUROPE80,80872,77090,000 Italy46,35247,06850,000 Spain22,77119,43827,000 Portugal11,6856,26413,000 WESTERN EUROPE409,216411,018448,000 Austria14,49110,89111,500 Belgium16,72115,27517,000 France110,054111,175125,000 Germany128,288130,896139,000 Netherlands111,139114,887125,000 Switzerland28,52327,89430,500

32 EUROPE - MARKET SEGMENTS CountryPrimarySecondary EUROPE United Kingdom Leisure Diving Eco & Niche Culture and Heritage Highlands Honeymoon Golf Garden Tourism Food Tourism Homestay MM2H France Culture, Island Highlands Food Tourism Eco Garden Tourism Homestay Honeymoon MM2H Heritage Germany Leisure Eco & Niche Honeymoon Soft Adventure Luxury Tour Golf Homestay MM2H Food Tourism Cruise Tour Russia Leisure Beach Diving Island Shopping Honeymoon Spa & Wellness Incentive Travel Education Health Tourism Homestay 141 participants 196,472 visitors RM 12.4 million revenue

33 CountryPrimarySecondary EUROPE Denmark Eco Nature Culture City Homestay MM2H Spa & Wellness Finland Leisure Beach Sightseeing Honeymoon Luxury Travel Soft Adventure Homestay MM2H Spa & Wellness Norway Eco Soft Adventure Culture City Beach Spa & Wellness Dive Spain Leisure Beach Sightseeing Honeymoon Luxury Travel Soft Adventure Spa & Wellness Dive EUROPE - MARKET SEGMENTS MM2H 2002- 2010 = 14,816 participants Top 3 : China (2,452), Bangladesh (1,806), U.Kingdom (1,636)

34 MAIN ACTIVITIES Advertising PR and Publicity Seminars and Road Shows International Tourism Exhibitions Fam Trips

35 PROGRAMMEEXHIBITION AND FAIR SEMINARSPECIAL PROJECT SALES MISSION INTERNATIONAL MARKETS HQ INITIATED 4056 SOUTH EAST ASIA 10344376 SOUTH ASIA/WEST ASIA AND AFRICA 4535394 NORTH EAST ASIA 5630175 AMERICAS, EUROPE AND OCEANIA 18045606 TOTAL384159 21 PROMOTIONAL PROGRAMMES 2011 - SUMMARY 35 PROGRAMMEEXHIBITIONTOUR OPERATOR SUPPORT FAMILIARISATION TRIP EVENT PROMOTION AND SUPPORT DOMESTIC PROMOTION DOMESTIC 4826234760

36 Selection committee Tourism Malaysia Malaysia Airlines Other Airlines Target Group Agents Media Corporate Bodies Partners Local Government Airlines Accommodation Transport Company Program Business Section Fam Tour Results Editorial New Packages Business Contacts MEGAFAM – A CASE STUDY OF PUBLIC PRIVATE PARTNERSHIP

37 ROI = 7X MEGAFAM – A CASE STUDY OF PUBLIC PRIVATE PARTNERSHIP Publicity Commercial Value 2009 Total Allocation : RM 9,686,759.54 Print Media : RM43,323,639.52 from 440 articles Electronic Media : RM25,664,330.82 from 95 productions

38 1990 2007 1994 1991 -1993 1995 - 1997 1998 1999 – till now.. VMY 1 You’ll be fascinated VMY 2 Fascinating Malaysia, Naturally More ….Fascinating Malaysia, Naturally……….. …………….Malaysia, Fascinating Destination……………... Year of Sports & Recreation ……………………………..Malaysia Truly Asia……………………………… VMY 3 Celebrating 50 Years of Nationhood CHRONOLOGY OF MARKETING CAMPAIGN

39 EVENTS

40 ASEAN

41 SOUTH ASIA

42 NORTH ASIA

43 EAST ASIA

44 WEST ASIA

45 OCEANIA

46 EUROPE

47

48 TVC – ASEAN

49 TVC – SOUTH ASIA

50 TVC - WEST ASIA

51 TVC - OCEANIA

52 TVC - GLOBAL

53 Thank you


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