TOURISM Malaysia and the Japan Association of Travel Agents (JATA) have signed an MoU to attract one million Japanese tourists to Malaysia by 2014, a move that may help to reverse the trend of dwindling numbers from the market.
The destination development strategy is currently in its initial stage, according to JATA deputy chairman Takashi Sasaki. “We will place our efforts on expanding tourism exchange programmes, encouraging mutual understanding and improving relations between Japan and Malaysia,” he said.
“This is our first programme to attract one million Japanese tourists to Malaysia. If successful, it will be a big milestone for the Malaysian tourism industry,” said Chong Yoke Har, deputy director general (marketing) of Tourism Malaysia.
Sasaki described the targeted figure as achievable, although this was met with caution by the trade. With 386,974 Japanese arrivals to Malaysia in 2011 – a seven per cent decrease from 2010 – the target reflects a 158 per cent increase in arrivals in three years, or about a 50 per cent year-on-year rise in arrivals from this year.
Asian Overland Services Tours & Travel assistant manager Asian market, Hoong Keat, said: “This will be a very challenging target.
“Our interaction with travel experts in Tokyo shows that interest among Japanese in Malaysia is declining. Currently, Singapore, Thailand, Hong Kong and China are the preferred destinations.”
Reporting by N. Nithiyananthan
