Border reopens: Malaysia still needs domestic tourists to boost tourism

Domestic tourism in Malaysia has been doing very well. — ONG SOON HIN/The Star

Tourism Malaysia recently unveiled its Strategic & Marketing Plan (2022-2026) in an effort to boost the local tourism sector even further.

The new organisational strategy will focus on domestic tourism promotions as well as international tourism recovery, with greater emphasis on digital adoption, innovation, health and safety.

“It is crucial for the tourism industry to be prepared for the post-pandemic travel demands and expectations, as well as to remain focused in order to support its sustainable recovery and rebuild the sector in the coming years,” said Tourism, Arts and Culture Minister Datuk Seri Nancy Shukri at the launch in Kuala Lumpur.

Nancy added that the plan will provide a clearer direction for all stakeholders in the country in the next five years.

Six strategic pillars were identified in the plan. They are boosting domestic tourism, forging smart partnerships, enhancing tourism promotion (online/offline), optimising strategic promotions, implementing travel bubble and undertaking strategic transformation.

Nancy said it is time for Malaysia to take full advantage of the next wave of growth in the tourism sector.

“With the creation of meaningful and high-value products, accompanied by excellence in service quality, there is no doubt that the tourism industry will be able to attract greater numbers of high nett-worth tourists willing to pay a premium price for a first-rate experience,” she said.

Nancy also highlighted that travel trends have changed as a result of the pandemic.

“Domestic tourism and travelling close to home, as well as outdoor activities, nature-based products, and rural tourism are among the major travel trends that will continue to shape tourism in 2022,” she said.

Nancy also called on tourism operators to work together to boost the country’s economy.

“Moving forward, all relevant parties must work together to set new directions to be on par with the emerging global travel trends. Concerted measures must be taken, with immediate effect, to restore and rebuild the industry with innovative strategies,” she said.

That being said, the minister conceded that international arrivals to Malaysia won’t bounce back immediately, even when borders are now fully open.

“The arrival of international tourists will gradually grow in 2022 from neighbouring countries namely Singapore, Thailand, Indonesia and Brunei, followed by (other) South-East Asian countries, Asia and from medium- and long-haul markets,” she said.

Tourism Malaysia’s Strategic & Marketing Plan was developed based on National Tourism Policy 2020-2030, National Ecotourism Plan 2016-2025, National Cultural Policy 2021 and United Nation’s World Tourism Organisation’s Sustainable Development Goals.

The strategies are also formulated on market trends and sentiments, secondary data research as well as input from stakeholders and industry players.

Spurring spending

In time for the reopening of the country’s borders, Tourism Malaysia also recently partnered with digital payments leader Visa.

The agency aims to encourage international tourists to travel to Malaysia and spend while enjoying the diverse shopping experiences throughout the country.

“With the reopening of borders, we are looking forward to being a driving force in boosting tourism growth and promoting Malaysia as a tourist destination post-pandemic,” said Visa country manager (Malaysia) Ng Kong Boon.

Visa will also offer Tourism Malaysia access to its data analytics and insights to better understand travellers’ preferences when they enter Malaysia.

According to the latest Visa Consumer Payment Attitudes Study, consumers are anticipating the rebound of travel as Malaysia begins to transition into an endemic stage. The findings revealed that almost six in 10 Malaysians believe they are likely to travel domestically.

The study also found that 20% of South-East Asian consumers say they are most eager to spend on international travel to Covid-safe destinations, especially Singaporeans (40%).

Meanwhile, tourism stakeholders and consumers are eager for this year’s first Matta Fair, organised by the Malaysian Association of Tour and Travel Agencies. The fair will be held on April 9 and 10 at the World Trade Centre in Kuala Lumpur.

Matta honorary secretary-general Mohammad Faeez Mohamad Fadhlillah said the association is optimistic that its various packages will attract travellers and rejuvenate the tourism industry.

“We estimate the sales turnover at this year’s Matta Fair to be from RM35mil in 2021, to RM40mil. We expect the sales to increase by 20% from last year’s event,” he said at a press conference recently.

So far, 348 booths are scheduled to set up at the fair, with the participation of 86 organisations, including 11 state tourism organisations.

Visitors can check out value-for-money domestic and international holiday packages from over 200 tourism companies at the fair.