(KPL) Malaysia is set to implement measures aimed at attracting foreign visitors in 2024, according to the Tourism Malaysia.

"Tourism Malaysia will continuously focus on niche tourism segments such as business events, ecotourism, community-based tourism (CBT), medical and wellness, edu-tourism, and experiential travel to bring more tourists to Malaysia. Malaysian culture, cuisine, arts, and heritage will also be utilised to enhance tourism experiences," Director General of Tourism Malaysia Dato’ Dr Ammar Abd. Ghapar gave an interview to the Lao media.

"In 2024, Malaysia aims to welcome 27.3 million tourists, generating RM 102.7 billion in revenue. The forthcoming Visit Malaysia Year 2026 has set an ambitious target of 35.6 million foreign tourist arrivals," said Dato’ Dr Ammar Abd. Ghapar.

He mentioned that the government aims to make Malaysia the Top of the Mind Ecotourism Destination of The World. This move is in line with Malaysia’s commitment to achieving the 2030 Agenda as per the 17 Sustainable Development Goals under the United Nations (UNSDG), promoting the sustainability of natural resources to drive new economic growth through ecotourism while creating jobs.

“Tourism Malaysia Strategic & Marketing Plan for 2022-2026 focuses on domestic tourism promotion and international tourism recovery, with digital adoption, innovation, health and safety emphasis. Meanwhile, the new approach in marketing strategy outlines a priority on creative and digital marketing, enhancing mix promotion, shifting to emotional and sentiment-based promotions, moving to customised markets, and strengthening the brand.”

“One of our strategic directions for niche tourism products is focusing on gastronomy. We want to promote local cuisine as part of our cultural heritage and strengthen local culinary identity. Some highlights include street food, franchises, Michelin Guide-rating restaurants and food trails,” he added.

September 2023, Malaysia recorded 14,467,037 foreign tourist arrivals with RM 49 billion in tourist receipts. Meanwhile, nine months of 2023, Malaysia welcomed 12,524 tourists from Laos.

KPL