A vibrant kaleidoscope of cultures, landscapes and experiences, Malaysia is attracting international tourists in unstoppable droves. Visitors are drawn into its heady mix of multiculturalism and spectacular natural beauty, while being enveloped by an exciting atmosphere that is further intensified by the nation’s fast-track development gaining pace.
A bustling melting pot of races and religions, where Malays, Indians, Chinese and many other ethnic groups live together in peace and har-mony, has not only made the country a gastronomical paradise, but also home to hundreds of colourful festivals.
Both culturally rich and geographically diverse, Malaysia is divided into 13 states and three Federal Territories – Kuala Lumpur, Putrajaya and Labuan. One of the major attractions that draw people to Malaysia is its extreme contrasts: wooden houses built on stilts squat next to towering skyscrapers and modern, five-star hotels and resorts sit several metres away from ancient reefs. Meanwhile, refreshing, cool hideaways are found in the misty highlands, which roll down to rich, humid mangroves and beautiful sandy beaches lapped by the South China Sea.
Unsurprisingly, therefore, record numbers of visitors are coming to Malaysia and the tourism sector has now become its second largest foreign exchange earner. Promotion of the sector is indisputably one of the country’s success stories. From attracting just 5.5 million tourist arrivals in 1998, contributing some £1.77 billion in tourism receipts, last year Malaysia attracted 24.6 million tourists who added £11.8 billion to the nation’s coffers.
“The tourism sector will continue to be in the forefront of Malaysia’s economic development,” says Dato’ Sri Dr Ng Yen Yen, Minister of Tourism. “This sustainable and high-yield sector will continue to drive Malaysia’s economy, providing income and job opportunities to the Rakyat [people].”
The introduction of a liberalisation policy in tourism has boosted Malaysia’s competitiveness in the industry. Measures taken include visa-free or special visa arrangements for tourists and 100 per cent equity for investors who intended to operate three-star and four-star hotels and theme parks in Malaysia. Highly recognised foreign tourism companies have also been encouraged to open branches in Malaysia.
“It is very important that we tell the world that we are a very strong tourist destination and to share with them our liberalisation policy,” says Dr Ng.
According to the Minister, the Government has set its sights on a target of 2020:36:168 – that is in the year 2020, Malaysia will receive 36 million tourists arrivals and RM168 billion (£35 billion) in tourist receipts. “This would mean the industry will grow by three times and tourism will contribute RM3 billion [£625.5 billion] receipts per week to the country in 2020,” she says. “This strategic ambition will be achieved through the 12 initiatives proposed under the Tourism National Key Economic Areas (NKEA).”
Malaysia’s global status as one of the world’s leading tourism destinations was confirmed last year when the World Tourism Organisation (UNWTO) announced that Malaysia was one of the top 10 countries regarding tourist arrivals. It secured ninth position, up two places from the previous year, and joined only by China, in fourth position, as Asian countries in the top 10 list.
The nation’s confidence in maintaining its top 10 position and its assurance of reaching the 2020 targets is understandable, since the efforts being made to highlight the sheer diversity of Malaysia’s attractions and its broad appeal to a wide range of visitors should only mean even more people come to experience “Malaysia, Truly Asia”.
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