Page 33 - eBOOK 2023.pdf

SUMMARY &

CONCLUSION

Malaysia tourist arrival shows decline pattern and this indicator
indirectly shows the dropped popularity status of Malaysia who
before was one of the most popular destinations among all
ASEAN member. Yet studying the statistic, even the number of
tourist arrival is decline but, on the revenue, it is in better condition

then before. From these two important data and some study of
success stories as benchmark, there are 6 main pillars in revitalize
the Malaysia tourism landscape.

1. Positioning the Marketing Strategy by emphasis of Stories
telling, Attracting the right fans which is specify market
segmentation and channeling or harnessing the latest
technologies
2. Improving Safety and Security in any cycle and through
CPTED to gain trust
3. Focusing and targeting on China Tourist. Setting strategy &
government level initiative as stimulator to increase its arrival
and expand market share

4. Targeting high yield niches market segments. The needs to
identify & focus on it to increase on revenue than the arrival
5. Capitalizing on Smart Tourism Destination initiative. Focus on
Internet of Things, Big Data and Information Communication
Technology.
6. Collaborating in conservation and improvement in Quality of
the Lands and Ecosystem

From these 6 pillars, the suggest further study, there will be a game
changer programme for each of the proposed 6 action need to be
set up for executions. In order to remain competitive in tourism
industry, generating income yet maintain the resources, Malaysia

needs to decide the tourism management and planning style or
directions. Between the tourist arrival or tourist revenue, which one will
be their mission. Malaysia can be consider this point of view by taking
it neighbor as a benthchmark ,Singapore which more focus on
generating income by leveraging the buying power than calculation
headcount.

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