Where we are today
Malaysia is one of the world's top destinations, in the top 10 in arrivals and
top 15 in global receipts. Tourism is our fifth largest industry, generating
RM37 billion in GNI in 2009. The industry is expected to continue growing with
arrivals rising from 24 million in 2009 to 36 million in 2020.
Vision for the future
Malaysia's growth in tourism has mostly relied on growth in arrivals rather
than yield: 75 percent of growth has been from increased arrivals and 25
percent from increased yield. Going forward, we must focus on growing yield.
To attract the higher-yield segment, we will need to both improve and
upgrade our offerings and services and enhance connectivity to our key
Targets and aspirations
The tourism industry is targetted to raise total GNI contribution by RM67
billion to reach RM104 billion by 2020. This will require the sector to
triple from the starting position of RM37 billion in 2009. This incremental
increase is driven by 12 EPPs, which will deliver RM28.4 billion in
incremental GNI and three business opportunities that will deliver RM28.6
billion in incremental GNI. In achieving this, an additional 497,000 jobs
will be created.
A total of 12 EPPs have been developed across six themes to deliver
significant results within a 10-year timeframe.
Shopping currently accounts for 28 percent of our
total tourism receipts, compared to 35 percent in Singapore and 57
percent in Hong Kong. We will position ourselves as a shopping
destination and aim to grow shopping receipts to 35 percent by 2020.
Malaysia aims to become one of the world's best
offerings of biodiversity. We target to have a recognised network of
different biodiversity sites of international calibre, which will be
developed and/or rehabilitated and allow for tourist participation in
This theme primarily targets the rapidly growing
middle-class of India, China and the Middle East, which represent about
48 percent of global population but only 13 percent of global tourism
departures, and offers them a destination in Southeast Asia for family
Events, entertainment, spa and sports
Malaysia lags our neighbours in
the magnitude and variety of events as well as in our nightlife
offerings. Hosting more international events and promoting a vibrant
nightlife is necessary to attract tourists and provide a boost to the
Business tourism represents a small part of our
industry, with just 5 percent of total arrivals and 19 percent of
receipts (2009), unlike Singapore, where it accounts for 30 percent of
tourist arrivals and 40 percent of receipts. We believe there is
potential to further grow this segment.
Cross-theme projects -
Medium-haul connectivity and better quality hotels:
projects will support delivery of the other projects: enhancing
connectivity to priority medium-haul markets and improving the rates,
mix and quality of our hotels.
Achieving our aspirations will require RM204 billion in funding over the
next 10 years. Of this funding, only 2 percent is expected to come from the
public sector. We have identified four sector-wide enablers critical to
unleashing the sector's full potential. They are increasing and focusing our
marketing in priority markets; re-introducing selective visa on arrival;
ensuring an adequate supply of qualified human capital; and improving the
tourism environment by improving offerings and accessibility (e.g. taxi
services), access to funding and quality of frontline staff.