Malaysia: Major Boost in Presence @ ITB China

Tourism Malaysia and Penang Global Tourism team made a major impact at Shanghai show


Malaysia had a much stronger presence at the 2018 edition of ITB China, and for the first time, Penang Global Tourism, with the Consulate General of Malaysia’s Tourism Section organised a destination seminar during the show.

At seminar, the Chairman of Malaysia’s Tourism Promotional Board, Dato’ Siew Ka Wei also gave a presentation on Tourism Malaysia’s latest campaign with Tencent China, in conjunction wi th Visi t Malaysia 2020. The destination seminar saw international buyers, outbound agents and the local media in attendance. The event also included a B2B session plus lucky draws comprising hotel stays, travel accessories from Penang Global Tourism and free entrance tickets to Penang attractions.

Penang Global Tourism recently launched a tourism campaign called “Gorgeous Penang”. The campaign aims to highlight all of Penang’s splendour to visitors locally and abroad. The campaign not only encompasses Penang’s beauty but also elements of fun, amusement, excitement and satisfaction. The Gorgeous Penang campaign will be a longterm campaign undertaken by PGT till the year 2021. During the travel fair, PGT featured two of its newly launched tourism videos as well – “Gorgeous Penang” and “It’s all in Penang”.
In recent years, the Penang state tourism has been increasing efforts to make Penang known to the markets in Guangzhou, Beijing, Chengdu, Xi’an and Sanya, and arrivals from China to Penang are consistently in the top three. The first direct flight to Penang was about a decade ago from Guangzhou, and since then, flights have progressively extended to more cities in China as the demand increased. Presently there are six cities that have direct connectivity to Penang as follows:

Advances in digital technology are impacting how people travel, demanding tourism-related businesses to transform the way they operate. In light of this, Tourism Malaysia has launched the Malaysia Smart Tourism 4.0 initiative to take the industry to the next level utilising opportunities in the digital age.

In a study conducted by Monitor Deloitte, Smart Tourism was identified as a key thrust to greatly increase Malaysia’s tourismbased receipts, especially from the growing and high- value segment of free and independent travellers. The study indicated that Smart Tourism has the potential to grow Malaysia’s tourism-based receipts from the current USD 25 billion to USD 110 billion by 2030, a 4.4 times increase.

Malaysia Smart Tourism 4.0 is an initiative that marks the first milestone in Malaysia’s 10- year tourism roadmap. The collaborative effort with Tencent Holdings, which is the 4th most valuable Internet company in the world, will provide a digital ecosystem for Malaysia to reach out to the 1.4 billion Chinese population utilizing precision marketing methods.

This allows both current and new tourism industry players to implement digital technologies to enhance tourism offerings and improve tourist experiences. It is anticipated that productivity will improve and job opportunities suited to Malaysia’s youth will increase.

UNWTO analysis said it was a timely initiative since there is an anticipated 1.8 billion people travelling the world by the year 2030, a huge portion of which are the Chinese tourists.
The Chinese made 130.5 million trips overseas last year, a 7% jump over 2016, while total spending increased by 5% to an estimated USD 115.3 billion. They accounted for more than a fifth of the money spent by outbound tourists, which is twice as much as the next biggest spender, the Americans. Recent reports forecast that 200 million tourists from China will be making outbound trips by the year 2020. In 2017, Malaysia registered 2.281 million Chinese tourist arrivals, a 7.4% jump over 2016.

According to Dato’ Siew Ka Wei, “With Smart Tourism 4.0, there is an opportunity to grow Malaysia’s share of the China market to a potential of 8 million tourist arrivals in the year 2020”.

Photo: Dato Siew Ka Wei – Chairman of Malaysia’s Tourism Promotional Board

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