BENGKEL PEMBANGUNAN DESTINASI PELANCONGAN 2009

BENGKEL PEMBANGUNAN
DESTINASI PELANCONGAN 2009
‘Events & Promotions – Role of Tourism Malaysia’
Universiti Sains Malaysia
19 Mei 2009
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
PRESENTATION OUTLINE
1
2
2
Tourism Malaysia in brief
- Mission Statement
- Functions
- Overseas and State Offices
Tourism Performance
- International Tourism 2008
- Malaysia’s Performance
3
Promotional Strategies
4
Promotional Approaches
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
TOURISM MALAYSIA
IN BRIEF
3
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
MISSION STATEMENT
Marketing Malaysia As a Top
Destination and To Make the Tourism
Industry a Major Contributor to the
Nation’s Socio-Economic Development
4
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
FUNCTION
1
Stimulate and promote
tourism to and within
Malaysia.
3
5
2
Coordinate all
marketing activities
relating to tourism
conducted by any
organization, government
or non-governmental
agency.
Invigorate, develop
and market Malaysia
internationally and
domestically as a
touristic focal point.
4 Recommend to the
Minister on measures and
programmes that stimulate
development and promotion
of the Malaysian tourism
industry, and to implement
upon approval.
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
32 OFFICES OVERSEAS +
12 MARKETING REPS
EUROPE
AMERICAS
Vancouver, Canada
New York, USA
Los Angeles, USA
6
Beijing, China
Shanghai, China
Guangzhou, China
Chengdu, China
H.Kong, China
Taipei, Taiwan
Tokyo, Japan
Osaka, Japan
Seoul, Korea
NORTH ASIA
London, UK
Dublin, Ireland
Paris, France
SOUTH ASIA
EAST ASIA
Frankfurt, Germany
Amsterdam, The Netherlands
Milan, Italy
ASEAN
Moscow, Russia
WEST ASIA/AFRICA
Almaty, Kazakhstan
Stockholm, Sweden
Bangkok, Thailand
(Australia)
Phuket, Thailand
Sydney
Ho Chi Minh, Vietnam
Perth
Hanoi, Vietnam
Melbourne
Jeddah,
Chennai, India
Vientiane, Laos
Saudi Arabia
OCEANIA
New Delhi, India
Phnom Penh,
Dubai, UAE
Mumbai, India
Cambodia
Tehran, Iran
Karachi, Pakistan
Singapore
Johannesburg,
Dhaka, Bangladesh
Jakarta, Indonesia
South Africa
Medan, Indonesia
Bandar S. Bagawan,
Brunei
Manila, Philippines
Tourism Malaysia Offices (32)
Marketing Offices (14)
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
13 STATE OFFICES +
14 TOURIST INFORMATION CENTRES
STATE OFFICES
1. TM
2. TM
3. TM
4. TM
5. TM
6. TM
7. TM
8. TM
9. TM
10.TM
11.TM
12.TM
13.TM
7
Kedah
Perlis
Penang
Perak
Pahang
Kelantan
Terengganu
Melaka
Negeri Sembilan
Johor
KL/Selangor/Putrajaya
Sarawak
Sabah
TIC'S
1. TIC Level 2, PWTC
2. MTC, Jalan Ampang
3. TIC KL Sentral
4. VSC, KLIA
5. TIC LCCT, Sepang
6. TIC Kuah, Langkawi
7. TIC, LTA Langkawi
8. TIC Bukit Kayu Hitam
9. TIC, LTA Bayan Lepas
10.TIC Georgetown
11.TIC Tanjung Puteri, Tambak Johor
12.TIC Lumut
13.TIC Labuan
14.TIC, LCCT Kota Kinabalu Sabah
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
TOURISM
PERFORMANCE
8
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
INTERNATIONAL TOURISM 2008
9
1
In 2008, international tourist arrivals
reached 924 million, up 16 million
over 2007, Representing a growth
of 2%
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 six
months 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.
3
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.
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
TOURIST ARRIVALS TO MALAYSIA
YEAR
2000
2001
2002
2003
2004
2005
2006
2007
2008
49.5B
36.3B
46.0B
17.5M
20.9M
32.0B
RECEIPTS
(RM
BILLION)
29.7B
25.8B
24.2B
21.3B
16.4M
17.3B
15.7M
12.8M
13.3M
10.6M
10.2M
ARRIVALS
(MILLION)
10
9/11
BOMBING
BALI BOMBING
SARS/IRAQ
WAR
TSUNAMI
22.05M
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
TOURIST EXPENDITURE 2007 & 2008
2007
(RM)
2008
(RM)
Growth
(%)
Average Per Diem Expenditure
348.7
351.2
0.7
Average Per Capita Expenditure
2,196.7
2,247.4
2.3
Source: Tourism Malaysia
11
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
UNIQUE SELLING POINTS (USP)
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
12
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
PROMOTIONAL
STRATEGIES
13
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
Sustain and Expand Market Share for Regional, New
Markets, ASEAN and Domestic Market
•
Optimize ASEAN market with new tactical campaigns for the youth market.
¾ Implementing ‘Visit Youth Travellers Year 2009/2010’ as agreed at
ATF2009
•
Expand the ‘ZOOM Malaysia Campaign’ into the bordering neighbors i.e:
Singapore & Brunei
¾ ZOOM Malaysia campaign
ZOOM Malaysia campaign from destination to destination
ZOOM Travel Fair
ZOOM Malaysia Packages (Xcape, Xplore & Xperience)
ZOOM Malaysia Capsules on terrestrial television
Sahabat ZOOM Malaysia
14
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
Pursuing Synergistic Approach
15
•
Expand strategic alliances with relevant governments for Reciprocal and
Complimentary Travels
¾ Reciprocal – Facilitation of cross border arrangements, intra regional
travel between ASEAN countries and bilateral, Student & Cultural
Exchanges
¾ Complimentary – Joint Promotions with STB (Twin Destinations),
Indonesia, HKTB etc Including MICE segment
•
Enhance collaboration with local tourism stakeholders and CO-BRANDING
exercise
¾ Joint Promotions with Malaysian owned establishment i.e Petronas,
Shangri-La, Parkson, YTL etc.
•
Intensify collaboration with operating airlines into Malaysia
¾ Tactical campaign with foreign airlines serving Malaysia i.e Singapore
Airlines, China Southern Airlines, Emirates, Qatar Airways etc.
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
Consolidation and Reallocating Resources to better
opportunity
16
•
Upgrading/Downsizing/Rightsizing
¾ Establishment of Regional Offices, Relocation, Closing/Rightsizing
•
Optimising Advertising Expenditure
¾ Direct Booking of Media Placement
¾ Tactical Advertising/in market
•
Internet Marketing
¾ Greater use of Internet/new media; more penetration, reach and greater ROI
(i.e. Web 2.0/CRM)
¾ Linkages to other travel related website
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
Going for the Niche and MICE sector
•
New Niche Product & Market Matching
EXPATRIATE MARKET/DISPORA
Thailand, 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
17
MICE
- ASEAN, China, India
HOMESTAY /
MM2H/Backpackers/Budget
- Japan, India, Bangladesh, China,
Australia, Singapore, Japan and Korea
HERITAGE
– Europe, Australia, Japan
EDUCATION TOURISM
(short courses)
– ASEAN, Korea, China
SPORTS
(F1, Golfing, Diving/Sailing)
– ASEAN, Japan, Australia, Korea, Europe
INCENTIVE TRAVEL
– China ,Taiwan, Japan, Indonesia, India, Australia
LUXURY/HIGH END TRAVEL/SHOPPING
– ASEAN,UK, Scandinavia, China, H. Kong,
Japan, Middle East
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
HOMESTAY
As at April 2009, 3,150 Homestay participants had registered
with Ministry of Tourism.
Statistic of Homestay Visitors
Domestic Visitor
International Visitor
2007
2008
Growth
(%)
2007
2008
Growth
(%)
51,055
68,416
34
21,368
23,117
8.2
Receipts of Homestay
Receipts (RM)
18
2007
2008
Growth
(%)
Jan-Mac 2009
Growth
(%)
4,923,433.30
6,393,676.63
29.9
2,319,018.40
7,755,616.30
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
DESTINATION PROMOTION, 2008-2010
19
South East Asia
• Kuala Lumpur
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
Langkawi
Taman Negara
Tioman
Sabah
Theme Parks
Penang
Genting Highlands
Melaka
Redang
Sarawak
Desaru
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
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
PROMOTIONAL
APPROACHES
20
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
1
Overseas
-
Exhibitons/fairs
Seminar/workshops
Sales missions
Consumer/PR activities
Tactical adv
Fam trip
Domestic
- 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
PROMOTION
21
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
OVERSEAS PROMOTIONS
ITB, Berlin
WTM, London
22
MITT, Moscow
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
DOMESTIC PROMOTIONS
Zoom Travel Fairs
- Special tour packages
- air tickets
- travel related items & products
- other related services i.e. spa, massage
23
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
DOMESTIC PROMOTIONS
- Special packages under Zoom Campaign
i) ‘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 been
planned in 2009.
24
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
2
Media
Releases
PUBLIC
RELATIONS
Mega
Familiarization
&
Special Event
25
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.
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
Mega Familiarization
- 42,854 participants since 2000 – April 2009
- Publicity commercial value (2006 – 2008)
i) Print Media : RM 134.776 billion
ii) Electronic Media : RM 40.511 billion
26
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
Special Event - WAITGC
TEAM
27
YEAR
MALAYSIAN
INTERNATIONAL
TOTAL
2004
70
50
120
2005
46
70
116
2006
29
110
139
2007
37
141
178
2008
20
135
155
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
3
Intensify promotions of major events to
strengthen the image of Malaysia as a
desirable holiday destinations.
EVENTS
PROMOTIONS
28
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.
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
EVENTS PROMOTIONS
Formula One
Colors of Malaysia
Flora Fest
29
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
EVENTS
PROMOTIONS
Monsoon Cup
Le Tour de Langkawi
30
Sarawak Regatta
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
4
ADVERTISING
Global Campaign
31
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.
Domestic Campaign
MICE Campaign
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
ADVERTISING
ASEAN
EUROPE
WEST ASIA
EAST ASIA
32
DOMESTIC
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
1
TVC (EUROPE/GLOBAL)
Malaysia Wonders
(60”)
2
TVC (EAST ASIA)
Truly My Moment
(30”)
33
‘Events & Promotions – Role of Tourism Malaysia’
USM, 19th May 09
Thank You