Tourism Malaysia launches new strategic and marketing plan for 2022-2026

Today, Malaysia is focused on promoting domestic tourism as well as reviving international tourism, with greater emphasis on digital adoption, innovation, health and safety.

KUALA LUMPUR – Tourism Malaysia launched its Strategic and Marketing Plan for 2022-2026, a new organizational strategy set for the next five years to boost the tourism industry – a timely decision to rebound with the full reopening of Malaysian borders from April 1, 2022.

The plan launched by Dato’ Sri Hajah Nancy ShukriMinister of Tourism, Arts and Culture
Today, Malaysia is focused on promoting domestic tourism as well as reviving international tourism, with greater emphasis on digital adoption, innovation, health and safety.

The six pillars of the strategic plan include:

  • Boost domestic tourism
  • Forging smart partnerships;
  • Improve tourism promotion (online/offline);
  • Optimize strategic communication and media engagement;
  • Set up a travel bubble, and
  • Undertake a strategic transformation.

Meanwhile, the new approach to marketing strategy, among other things, sets a priority in creative and digital marketing, improving the promotion mix, shifting to emotional and sentiment-based promotions, shifting to custom markets and brand building.

Tourism Malaysia’s Strategic and Marketing Plan has been developed based on the National Tourism Policy 2020-2030, National Ecotourism Plan 2016-2025, National Cultural Policy (DAKEN) 2021 and UNWTO Sustainable Development Goals (SDGs). Strategies are also formulated on market trends and sentiments, secondary data research as well as input from stakeholders and industry players.

As domestic tourism continues to drive the recovery, Malaysia is also gearing up to welcome international travelers by aiming to attract 2 million tourist arrivals with a contribution of RM8.6 billion this year. Dato’ Sri Hajah Nancy said:With the widespread roll-out of vaccination, the lifting of travel restrictions, good coordination and information on travel protocols, it is hoped that this will accelerate the recovery of international tourism.

“We anticipate the return of international tourists, particularly from neighboring countries as well as medium and long-haul markets, with medical and business travel expected to regain momentum.“Nancy said.

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