Unity in diversity

Unity in diversity

Malaysia's minister of tourism and culture talks about his country's uniqueness and working in tandem with Thailand to create positive experiences for visitors

SOCIAL & LIFESTYLE
Unity in diversity

Dato Seri Mohamed Nazri bin Tan Sri Abdul Aziz, Malaysia's tourism and culture minister, is optimistic about accomplishing his goals this year.

In an email interview with Life, he covered a number of issues he hopes to tackle in the months ahead, including the much anticipated "Visit Malaysia Year 2014" campaign.

"We are proud of our multi-ethnic society," said the minister. "That is why we decided to use 'Celebrating 1Malaysia, Truly Asia' as the theme for this year's campaign. And, to truly celebrate this theme, we would like to invite tourists to visit Malaysia not only to enjoy the products we offer but to join us to celebrate over 200 festivals and events enjoyed by the people of Malaysia."

However, when asked to comment on how he intended to address tourists' safety after the shooting of a Taiwanese and the alleged kidnapping of another at a resort in Sabah on Nov 15, the minister refrained from commenting on the issue.

What do you think is the tourism identity of Malaysia?

Malaysia is unique compared to other countries. We pride ourselves on our long-running global brand positioning _ "Malaysia Truly Asia" _ because you don't need to go to different Asian countries to enjoy the culture of a particular race. All the major races of Asia are right here and their influences can be seen in our traditions, cultures and lifestyles. As a matter of fact, the assimilation of cultures among the different races through intermarriage has created a unique Malaysian identity. However, I believe the main tourism identity of Malaysia is its warm and friendly people.

What direction do you hope to take the tourism industry?

We promote and introduce ourselves according to the requirements of markets. For the Asean market, we are marketing Malaysia as a family destination. Presently, there is no clear leading family destination within Southeast Asia. Thailand has a clear position as a destination offering beaches and entertainment, while Singapore has largely positioned itself as a business destination but has begun to focus on the family segment with the development of Resort World Sentosa.

With the newly developed tourism products in Iskandar Malaysia that are family-oriented and suitable for all ages, like Legoland, together with their waterpark, Johor Premium Outlet and Hello Kitty Town, Malaysia is geared to capture a bigger share of the family market segment.

We want to create sustainable tourism. They are luxury shopping; family fun; events, entertainment, spa and sports; business tourism; and eco-adventure. Luxury shopping will include offerings of wider range of duty-free goods, the opening of three new premium outlets and transforming Bukit Bintang-Kuala Lumpur city centre into a premier shopping district. Family fun comprises development of cruise tourism and eco-nature resort city in Sabah. Lastly, eco-adventure helps promote Malaysia as a pre-eminent global biodiversity hub.

How do you see Malaysia and Thailand working together in promoting tourism in Southeast Asia?

We work together to do many things. We meet regularly either through our respective government agencies or private sector to discuss matters of mutual interest. Take, for example, the long-haul market tourists like the Europeans and Americans, they normally visit few countries on a single trip. Malaysia, Thailand and Singapore have always been their favourite grouping. Thailand might have a strong presence in certain markets such as the US. Meanwhile, Malaysia might have a strong presence in other markets like the Middle East. We can use these advantages to work together for the mutual benefit of our respective tourism industries by leveraging each other as a stopover hub. I see both Thailand and Malaysia continuing to work together to promote the tourism industry in both countries.

Are you still using the slogan "Malaysia Truly Asia" for 2014?

It is still relevant today as it embodies our spirit of racial diversity and unity. This is the very element that makes our country unique. And we celebrated that diversity. Ever since the launch of "Malaysia Truly Asia", we have increased tourism arrivals, tourism receipts and brand awareness from 8 million tourists in 1999 to 25.03 million in 2012 and from RM12.3 billion in tourism revenue in 1999 to RM60.6 billion in tourist receipts in 2012.

"Malaysia Truly Asia" is our endearing brand icon and we have been using it since 1999. We continue using it in 2014 because it has been so successful and helped build a highly recognisable "brand identity" for Malaysia.

We constantly want to focus on the theme because we have a unique brand essence and association that others don't have. We have lined up more than 200 activities that will add value, meaning and depth to "Malaysia Truly Asia".

Which markets are the primary targets of Tourism Malaysia in 2014?

With good land connectivity, an established network of low-cost regional airlines, the growing trend towards impulse trips and last-minute holiday bookings among urban working adults and families, Asean will remain by far the top source market for Malaysia's arrivals growth.

The Ministry of Tourism and Culture together with Tourism Malaysia will also step up promotional efforts to year-round markets with large population such as China and India and to the high-income Middle East market by penetrating into the fast growing second-tier cities there.

We have also identified Russia as a new and growing market. We will focus our efforts on growing our market share of arrivals in Vladivostok and Khabarovsk in the Russian Far East as well as Novosibirsk, the administrative centre of Novosibirsk Oblast.

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