BENGKEL PEMBANGUNAN DESTINASI PELANCONGAN 2009 … Zulkifly Md Said.pdf · BENGKEL PEMBANGUNAN...

BENGKEL PEMBANGUNAN DESTINASI PELANCONGAN 2009

‘Events & Promotions – Role of Tourism Malaysia’

Universiti Sains Malaysia19 Mei 2009

PRESENTATION OUTLINE

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Tourism Malaysia in brief

- Mission Statement

- Functions

- Overseas and State Offices

Tourism Performance

- International Tourism 2008

- Malaysia’s Performance

Promotional Strategies

Promotional Approaches

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‘Events & Promotions – Role of Tourism Malaysia’USM, 19th May 09

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TOURISM MALAYSIA IN BRIEF

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MISSION STATEMENT

Marketing Malaysia As a Top

Destination and To Make the Tourism

Industry a Major Contributor to the

Nation’s Socio-Economic Development

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Stimulate and promotetourism to and within Malaysia.

Coordinate all marketing activitiesrelating to tourism conducted by any organization, government or non-governmental agency.

Invigorate, developand market Malaysia internationally and domestically as a touristic focal point.

Recommend to the Minister on measures and programmes that stimulate development and promotion of the Malaysian tourism industry, and to implementupon approval.

FUNCTION

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43

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32 OFFICES OVERSEAS + 12 MARKETING REPS

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AMERICAS

Vancouver, Canada

New York, USA

Los Angeles, USA

EUROPE

London, UKDublin, IrelandParis, FranceFrankfurt, GermanyAmsterdam, The NetherlandsMilan, ItalyMoscow, RussiaAlmaty, KazakhstanStockholm, Sweden

WEST ASIA/AFRICA

Jeddah, Saudi ArabiaDubai, UAETehran, IranJohannesburg, South Africa

SOUTH ASIA

Chennai, IndiaNew Delhi, IndiaMumbai, IndiaKarachi, PakistanDhaka, Bangladesh

EAST ASIA

ASEAN

NORTH ASIA

OCEANIA

Beijing, ChinaShanghai, ChinaGuangzhou, ChinaChengdu, ChinaH.Kong, ChinaTaipei, Taiwan

Tokyo, JapanOsaka, JapanSeoul, Korea

Bangkok, Thailand Phuket, ThailandHo Chi Minh, VietnamHanoi, VietnamVientiane, Laos Phnom Penh, CambodiaSingaporeJakarta, IndonesiaMedan, IndonesiaBandar S. Bagawan,BruneiManila, Philippines

(Australia)SydneyPerthMelbourne

EAST ASIAEAST ASIA


Tourism Malaysia Offices (32) Marketing Offices (14)

TIC'S

1. TIC Level 2, PWTC2. MTC, Jalan Ampang3. TIC KL Sentral4. VSC, KLIA5. TIC LCCT, Sepang6. TIC Kuah, Langkawi7. TIC, LTA Langkawi8. TIC Bukit Kayu Hitam9. TIC, LTA Bayan Lepas10.TIC Georgetown11.TIC Tanjung Puteri, Tambak Johor12.TIC Lumut13.TIC Labuan14.TIC, LCCT Kota Kinabalu Sabah

STATE OFFICES

1. TM Kedah2. TM Perlis3. TM Penang4. TM Perak5. TM Pahang6. TM Kelantan7. TM Terengganu8. TM Melaka9. TM Negeri Sembilan10.TM Johor11.TM KL/Selangor/Putrajaya12.TM Sarawak13.TM Sabah

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13 STATE OFFICES + 14 TOURIST INFORMATION CENTRES


TOURISM PERFORMANCE

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INTERNATIONAL TOURISM 2008

1 In 2008, international tourist arrivals reached 924 million, up 16 million over 2007, Representing a growth of 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 sixmonths 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.

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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.

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10.2M

12.8M 13.3M10.6M

15.7M16.4M 17.5M

17.3B

24.2B25.8B

21.3B

29.7B

32.0B36.3B

9/11 BOMBING

BALI BOMBING SARS/IRAQ WAR

TSUNAMI

2000 2001 2002 2003 2004 2005 2006 2007 2008

ARRIVALS(MILLION)

RECEIPTS(RM BILLION)

20.9M

46.0B

22.05M

YEAR

49.5B

TOURIST ARRIVALS TO MALAYSIA

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TOURIST EXPENDITURE 2007 & 2008

2,247.4

351.2

2008 (RM)

2.32,196.7Average Per Capita Expenditure

0.7348.7Average Per Diem Expenditure

Growth (%)

2007 (RM)

Source: Tourism Malaysia

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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

UNIQUE SELLING POINTS (USP)

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PROMOTIONAL STRATEGIES

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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 campaignZOOM Malaysia campaign from destination to destinationZOOM Travel Fair ZOOM Malaysia Packages (Xcape, Xplore & Xperience)ZOOM Malaysia Capsules on terrestrial televisionSahabat ZOOM Malaysia

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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 ExchangesComplimentary – 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 MalaysiaTactical campaign with foreign airlines serving Malaysia i.e Singapore Airlines, China Southern Airlines, Emirates, Qatar Airways etc.

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Consolidation and Reallocating Resources to better opportunity

• Upgrading/Downsizing/RightsizingEstablishment of Regional Offices, Relocation, Closing/Rightsizing

• Optimising Advertising ExpenditureDirect Booking of Media PlacementTactical Advertising/in market

• Internet MarketingGreater use of Internet/new media; more penetration, reach and greater ROI (i.e. Web 2.0/CRM)Linkages to other travel related website

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Going for the Niche and MICE sector

• New Niche Product & Market Matching

EXPATRIATE MARKET/DISPORAThailand, 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

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As at April 2009, 3,150 Homestay participants had registered with Ministry of Tourism.

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HOMESTAY

8.223,11721,3683468,41651,055

Growth(%)

20082007Growth(%)

20082007

International VisitorDomestic Visitor

7,755,616.302,319,018.4029.96,393,676.634,923,433.30

Growth(%)

Jan-Mac 2009Growth(%)

20082007

Receipts (RM)

Statistic of Homestay Visitors

Receipts of Homestay

DESTINATION PROMOTION, 2008-2010

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

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

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PROMOTIONAL APPROACHES

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PROMOTION

Overseas

Domestic

- Exhibitons/fairs- Seminar/workshops- Sales missions- Consumer/PR activities- Tactical adv- Fam trip

- 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

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OVERSEAS PROMOTIONS

ITB, Berlin

MITT, MoscowWTM, London

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DOMESTIC PROMOTIONS

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Zoom Travel Fairs

- Special tour packages - air tickets- travel related items & products- other related services i.e. spa, massage

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DOMESTIC PROMOTIONS

- Special packages under Zoom Campaigni) ‘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 beenplanned in 2009.

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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.

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Mega Familiarization

- 42,854 participants since 2000 – April 2009- Publicity commercial value (2006 – 2008)

i) Print Media : RM 134.776 billionii) Electronic Media : RM 40.511 billion

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Special Event - WAITGC

155135202008

178141372007

139110292006

11670462005

12050702004

INTERNATIONALMALAYSIAN TOTAL

TEAM

YEAR

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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.

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EVENTS PROMOTIONS

Formula One

Flora Fest

Colors of Malaysia

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EVENTS PROMOTIONS

Monsoon Cup

Le Tour de Langkawi Sarawak Regatta

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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

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ADVERTISING

ASEAN

WEST ASIAEUROPE

DOMESTIC

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EAST ASIA

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TVC (EUROPE/GLOBAL)

Malaysia Wonders (60”)

TVC (EAST ASIA)

Truly My Moment (30”)

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Thank You


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