Tourism Malaysia amasses deeper marketing war chest

Tourism Malaysia will get a bigger budget this year to support the Visit Malaysia Year 2020 campaign, which will see a string of promotional activities beginning this year.

While Tourism Malaysia’s director-general Mirza Mohammad Taiyab is keeping mum on the budget figure, he told TTG Asia at ATF 2018 that the amount would be bigger than previous years’, and there would be more money to spend on raising Malaysia’s visibility as a tourist destination in the lead up to the Visit Malaysia Year 2020 campaign.

Plump budget to support Visit Malaysia Year 2020 campaign

The year-long campaign is expected to boost tourist arrivals to 36 million and tourist receipts to RM168 billion (US$42.6 billion).

For a start, campaign details will be communicated to travel trade players at ATF 2018, and again at ITB Berlin in March.

Mirza said: “The build-up towards Visit Malaysia Year 2020 starts from this year as we want the country’s visibility to improve.”

He added that Malaysia’s hosting of PATA Travel Mart later this year in Langkawi will “present us with (another) platform to promote Malaysia and Visit Malaysia Year 2020 to the world.”

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