Malaysia changes strategy to luxury travel

Attracting high-spend tourists may raise tourism spending

With a solid turnover of around 25 million foreign tourists a year, Malaysia is now looking to redefine its image to more effectively target the high-end market. The idea, of course, is to generate additional revenues during the economic slowdown. A new Luxury Malaysia marketing campaign has been introduced that stresses impeccable service and unique experiences. New products include helicopter tours in Kuala Lumpur and around the Malaysian peninsula; private jets with a terminal at the capital’s Subang Airport; boutique deluxe hotels especially on the islands of Langkawi, Pangkor and Tioman; golf courses; spa sanctuaries; and luxury shopping.
“We need to concentrate on high-quality travellers with the objective of receiving 36 million tourist arrivals by 2020 – and also US$54.8 billion in tourist receipts,” Tourism Malaysia’s Dato Azizan Norrdin explained at a press conference at the PATA Travel Mart at the end of last week.
Travel Daily News
[pictured: Malaysia Tourism Centre]

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