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POLICY AND PLANNING OF TOURISM INDUSTRY

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POLICY AND PLANNING OF TOURISM INDUSTRY IN MALAYSIA by: Amran Hamzah Tourism Planning and Research Group (TPRG), Faculty of Built Environment, Universiti Teknologi ... – PowerPoint PPT presentation

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Title: POLICY AND PLANNING OF TOURISM INDUSTRY


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 1990s, Malaysia did not have a
    clear tourist image changing Beautiful Malaysia
    to Only Malaysia to Fascinating Malaysia
  • Currently its 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 countrys 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-d
    rive 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-Mala
    ysia-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
Fig. 1 MALAYSIAS 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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