Destination Governance Models and
Structures
– Case of Malaysia
A Presentation By :
Ms. Noridah Kamaruddin
Director, Tourism Malaysia Moscow
1
MINISTRY OF TOURISM
MINISTRY OF TOURISM
MINISTRY OF TOURISM
Ministry of Culture, Arts and Tourism has been
restructured into the Ministry of Tourism and was
officially established on March 27, 2004 in
accordance with the establishment of a new
Cabinet in 2004.
The Ministry implements tourism policies, conduct
studies and offers incentive for industry players
MALAYSIA TOURISM PROMOTION BOARD
NATIONAL TOURISM POLICY
To turn the tourism industry into a major,
sustainable, viable and quality sector which
contributes to the socio-economic development of
the country
CONVENTION BUREAU
TOURISM MALAYSIA HISTORY
10 August 1972
20 May 1987
Ministry
Of Culture, Arts
And
Tourism
Ministry of Trade and Industry
1959
Tourism
Department
1972
1974
27 March 2004
1986
Tourist Development Corporation
Malaysia
Ministry of
Tourism
1992
Malaysia Tourism Promotion
Board
TOURISM MALAYSIA FUNCTIONS
Malaysia Tourism Promotion Board or Tourism Malaysia is an agency under the
Ministry of Tourism, Malaysia. Tourism Malaysia focuses on the specific task of
promoting Malaysia at a domestic and international level
MISSION
To market Malaysia as a premier destination of excellence in this region
FUNCTIONS
• Stimulate and promote tourism to and within Malaysia
• Invigorate , develop and market Malaysia internationally and
domestically as a tourist focal point
• Coordinate all marketing or promotional activities relating to tourism
conducted by any organization , government or non governmental
agency
• Recommend to the Minister relevant measures and programes that
stimulate development and promotion of the Malaysia tourism industry
and to implement them upon approval
OUR INTERNATIONAL NETWORK
33 Offices and 13 Marketing Offices
70’s
• Singapore
• Bangkok
• Sydney
• Los Angeles
• Tokyo
• London
• Frankfurt
• Hong Kong
90’s
1971
1974
1974
1974
1974
1974
1976
1978
• Seoul
• Stockholm
• Milan
• Johannesburg
• Osaka
• New York
1991
1992
1993
1993
1994
1994
00’s
80’s
• Taipei
• Paris
• Vancouver
• Perth
1989
1989
1989
1989
• New Dehli
• Jeddah
• Dubai
• Phuket
• Chennai
• Beijing
• Shanghai
• Mumbai
• Jakarta
• Medan
• Moscow
• Istanbul
• Guangzhou
• Melbourne
• Auckland
2000
2000
2000
2000
2001
2001
2001
2001
2001
2001
2001
2002
2003
2005
2011
00’s (Marketing Reps)
•
•
•
•
•
•
•
•
•
•
•
•
•
Bandar Seri Bengawan
Vientiane
Hanoi
Tehran
Ho Chi Minh
Dhaka
Karachi
Phnom Penh
Manila
Chengdu
Almaty
Dublin
Amsterdam
2003
2003
2003
2003
2003
2003
2004
2004
2004
2005
2007
2007
2008
OUR DOMESTIC NETWORK
13 State Offices and 25 TIC
STATE OFFICES
1. TM Kedah
2. TM Perlis
3. TM Penang
4. TM Perak
5. TM Pahang
6. TM Kelantan
7. TM Terengganu
8. TM Melaka
9. TM Negeri Sembilan
10. TM Johor
11. TM KL/Selangor/Putrajaya
12. TM Sarawak
13. TM Sabah
BUKIT KAYU HITAM
LTA LANGKAWI
KUAH, LANGKAWI
JETTY POINT, LANGKAWI
LTA BAYAN LEPAS
GEORGETOWN
LUMUT
ARAS 2, PWTC
KL SENTRAL
MTC
KLIA
LCCT
R&R SEREMBAN-PD
TAMING SARI
CIQ BANGUNAN SULTAN ISKANDAR
JB SENTRAL
TANJUNG PENGELIH
TANJUNG BELUNGKOR
CHERATING
KEMAMAN
KUALA BESUT
LTA KUCHING
LCCT KOTA KINABALU (T2)
LTA KOTA KINABALU (T1)
LABUAN
DIRECTION OF TOURISM INDUSTRY
KRA
1. Strengthen the sector's
economic contribution of
tourism to national
economy
KPI
2010
2011
2012
2013
2014
Foreign tourist arrivals (million people)
24
25
26
27
28
29
(8%)
(8%)
(5%)
The value of foreign exchange earnings (P 55.2
Billion)
(5%)
60.5
66.0
71.8
78.4
84.1
1,800
1,900
2,000
2,100
2,200
2,300
5.0
6.0
7.0
8.0
9.0
10.0
29.0
30.0
32.0
34.0
36.0
38.0
Average rate of hotel accommodation (%) 60.0
61%
62%
63%
64%
65%
Per capita tourist expenditure (RM)
2,420
(5%)
2,540
(5%)
2,660
(5%)
2,800 2,900
(5%)
(5%)
36,000
38,000 40,000
2. Development and
MM2H participants (People)
promotion of potential and
high-value products
MICE participants of total tourists (%)
Shopping of total tourist expenditure (%)
2,300
3. Strengthening the notion of Number of foreign tourists in Homestay
1 Malaysia: Formation of
(People)
30,000 32,000 34,000
relationship among people
Number of domestic tourists in Homestay
(person)
130,000 132,000 134,000
4. Rural economic
development through the
development of rural
tourism activities
(8%)
2015
Income from Homestay (RM Million)
136,000 138,000 140,000
10.0
11.5
11.8
12.0
12.3
12.6
19.0
20.4
20.9
21.4
21.8
22.3
Homestay – Average Occupancy Rate (%)
MAIN STAKEHOLDERS
Public
Private- Primary
Private- Secondary
Government Agencies (5)
Hotel Association (4)
Product Owners (3)
State Government (4)
Travel Association (4)
Event Organizers (3)
Local Authorities (4)
Airlines (4)
Sports Association (2)
Tourism Malaysia
State Offices (5)
Transport Association (4)
Public (4)
Ministry’s
State Office (5)
Mass Media (5)
Shopping Complex
Associations (3)
Tourist Guides (3)
Convention Centers (3)
Tourism Training
Institute (2)
Restaurants (2)
Very High =5
High
=4
Moderate = 3
Low
=2
Very Low =1
2010 GLOBAL TREND
International tourism recovered strong in 2010 with 935 million trips.
Jan- Dec 2010
According to the latest issue of the UNWTO World Tourism
Barometer,
The international tourism recovered strongly in 2010.
International tourist arrivals were up by almost 6.7% to 935
million following the exceptional decline of 4% in 2009.
All regions posted positive growth in international tourist arrivals
over 2009. Asia and the Pacific recorded a double digit growth
rate of 13% with over 204 million tourists in 2010 or 22% share
of the international tourism market.
Other regions with positive growth were Middle East (+14%),
Americas (+8%), Africa (+6%) and Europe (+3%)
9
GLOBAL TOURIST ARRIVALS, 2010
South East Asia recorded 69.6 million trips or 7.4% of the global market share.
2008
2009
2010*
(million)
% Change
2010*
08/07 09/0810*/09
(%)
(%)
World
Advanced economies
Emerging economies
913
489
424
877
468
409
935
493
442
100
52.7
47.3
2.1 -4.0
-0.3 -4.3
5.0 -3.5
By UNWTO regions
Europe
Northern Europe
Western Europe
Central/Eastern Eu.
Southern/Mediter.Eu
Asia and the Pacific
North-East Asia
480.8
56.4
153.2
100.0
171.2
184.1
101.0
456.9
53.4
148.6
89.9
165.1
181.0
98.1
471.5
53.3
156.1
93.7
168.4
203.8
111.7
50.4
5.7
16.7
10.0
18.0
21.8
11.9
0.5
-2.9
-0.4
3.5
0.8
1.1
0.0
South-East Asia
Oceania
South Asia
Americas
North America
Caribbean
Central America
South America
Africa
North Africa
Sub-saharan Africa
Middle East
61.8
11.1
10.3
147.8
97.7
20.1
8.2
21.8
44.4
17.1
27.3
55.9
62.1
10.9
9.9
140.5
92.1
19.5
7.6
21.3
45.8
17.6
28.2
52.7
69.6
7.4
3.5 0.5
11.6
1.2
-0.9 -1.6
10.9
1.2
1.1 -3.4
151.2
16.2
2.7 -4.9
99.2
10.6
2.6 -5.8
20.3
2.2
1.0 -2.8
8.3
0.9
6.4 -7.4
23.5
2.5
3.8 -2.3
48.7
5.2
2.7 3.1
18.6
2.0
4.8 2.5
30.1
3.2
1.5 3.5
60.0
6.4
19.2 -5.7
SOURCE : UNWTO BAROMETER
-5.0
-5.5
-3.0
-10.1
-3.5
-1.7
-2.9
6.7
5.3
8.2
3.2
-0.1
5.1
4.2
2.0
12.6
13.9
12.1
6.0
10.1
7.7
7.8
3.9
8.3
10.4
6.4
5.8
6.9
13.9
10
WHERE ARE WE?
Ever since the Asian Financial Crisis (1998), the number of arrivals has increased 4x from 5.6 million
tourists (1998) to 23.3 million tourist arrivals (2009). This represents a 2.7% of the world’s total travels. In
2010 Malaysia recorded 24.6 million tourists.
Bali
Bombing
ASIAN Financial Crisis
SARS
IRAQ
WAR
VMY
2007
Volcanic
Ash
Tsunami
Iran/Iraq
War
11
WHERE ARE WE?
Malaysia is No 9 for International Tourist Arrivals (2009)
Malaysia is No 13 in tourism receipts (2009)
2007
2008
2009
World
859.0
942.0
852.0
1
United States
97.1
110.1
94.2
2
Spain
57.6
61.6
53.2
3
France
54.3
55.6
48.7
4
Italy
42.7
45.7
40.2
5
China
37.2
40.8
39.7
6
7
Germany
United Kingdom
36.0
38.6
40.0
36.0
34.7
30.1
Source : UNWTO
8
Australia
22.3
24.8
25.6
Malaysia ranked 11th position in 2008
9
Turkey
18.5
22.0
21.3
10 Austria
18.9
21.8
20.3
11 Hong Kong
10.2
15.3
16.5
12 Thailand
9.5
18.1
15.9
13 Malaysia
8.8
15.2
15.3
***However, the per capita expenditure in
Malaysia is slightly lower compared to
Thailand
12
WHERE WE ARE? -2010 ARRIVALS
MALAYSIA TOURIST ARRIVALS BY COUNTRY OF RESIDENCE
JANUARY - DECEMBER
COUNTRY OF
RESIDENCE
2009
Growth %
2010
Singapore
13,042,004
12,733,082
2.4
Thailand
1,458,678
1,449,262
0.6
Indonesia
2,506,509
2,405,360
4.2
Brunei
1,124,406
1,061,357
5.9
Philippines
486,790
447,470
8.8
Vietnam
159,271
149,685
6.4
Cambodia
48,618
43,146
12.7
China
1,130,261
1,019,756
10.8
Japan
415,881
395,746
5.1
Taiwan
211,143
197,869
6.7
South Korea
264,052
227,312
16.2
India
690,849
589,838
17.1
West Asia
Saudi Arabia
86,771
77,082
12.6
UAE
25,645
22,108
16.0
Iran
116,252
101,664
14.3
COR
2010
Canada
91,701
U.S.A
232,965
Australia
580,695
New Zealand
66,152
United Kingdom
429,965
Scandinavia
Denmark
24,869
Finland
21,355
Norway
22,773
Sweden
48,971
Netherlands
114,887
France
111,175
Germany
130,896
Switzerland
27,894
Russia
32,075
Poland
12,358
Italy
47,068
Turkey
9,149
South Africa
26,395
Others
778,723
Grand Total
24,577,196
2009
88,080
228,571
533,382
63,004
435,091
25,916
20,912
22,487
49,509
111,139
110,054
128,288
28,523
29,202
12,544
46,352
8,265
23,556
760,579
23,646,191
Growth %
4.1
1.9
8.9
5.0
(1.2)
(4.0)
2.1
1.3
(1.1)
3.4
1.0
2.0
(2.2)
9.8
(1.5)
1.5
10.7
12.1
2.4
3.9
13
COMPETITIVE EDGE
Stable government
Well-developed infrastructure
Variety and diversity in natural and man-made tourist
attractions
Diverse ethnic groups live in harmony
Sheltered from natural catastrophes
Rich in technology advancements
Year -round destination and balmy weather
Rich and diverse historical past
Langkawi
Mangroves
17
CHALLENGES
Lack of new products and experiences
Maintenance of public and private infrastructures
Limited foreign investment for tourism products
Emergence of new destinations globally
Maintaining sustainable tourism developments
Inadequate direct flights and seat capacities
Increase in demand for quality services
Cameron Highlands
18
STRATEGIC DIRECTION &
ACTION PLAN
“Increase
tourist
arrivals and
expand
market
share.”
Ongoing visibility and awareness campaigns:
To continuously build Malaysia's presence and visibility via electronic
media, print, new digital media, celebrity endorsement, tourism
ambassadors and implementation of mega familiarisation (MEGA
FAM) events.
Aim to convert ‘prospects to actual ‘tourists’ and “day trippers to
become overnight-staying tourists”. Proposed techniques include
a) create urgency and time pressure
b) manipulate supply by leveraging on scarcity
c) focusing on competitive advantages
Intensify tactical campaign
Vital in attracting travellers as well as keeping airline seats and hotel
rooms filled at all times
Focus on new products or enhancements of existing ones and
choosing the right media channels for exposure to disseminate
information.
20
STRATEGIC DIRECTION &
ACTION PLAN
Adopt a destination/product -focused approach in marketing
“Increased
revenue from
selected high
yield niches
and market
segments.”
Malaysia. Identify selected destinations/products in Malaysia and
carry out intensive promotion on these destinations
Targeting messaging and special campaigns . Develop messages
stressing the fun, challenges and lifestyle experiences associated with
each of these segments. Embark on programs to partner with
segment specific celebrities.
Target High End tourists . Improve yields by targeting the visitor
segments that have higher per trip spending patterns and to increase
their length of stay
High yield niches: Primary
• Golf
• Sports
• Health, spa and wellness
• Romance (weddings, honeymoons, anniversaries)
• Eco-tourism and adventure (parks and gardens)
• Lifestyle (food, gourmet, shopping,)
• Ocean fun (diving, snorkeling, swimming)
• Marine tourism (cruising, yachting, boating, sailing)
21
STRATEGIC DIRECTION &
ACTION PLAN
“ “Improve
retention by
establishing and
maintaining longterm
relationships
with visitors to
Malaysia”.
Increase efforts to identify, target and communicate
with visitors . Playing a greater role in staying in touch
with previous visitors. TM will seek out and communicate
with previous visitors and associations to understand,
encourage and facilitate one or more repeat visits, long
term loyalty and positive word of mouth
Targeting Stop-over Visitors. Work with airport
authorities and major airlines to help encourage future
visits by departing travellers. A special effort will be made
to target stop-over visitors as well as those attending
conventions and exhibitions.
Use Retention Based Strategy. Travel partners
can also use a retention-based strategy to
generate sales. By examining databases of past
visitors to Malaysia, travel partners can
generate mailing and other contact lists for
Malaysia-related promotional communications
22
THE STRATEGY
Recommendation
Elevating Malaysia as a truly world-class
tourism destination by continued branding
of Malaysia through the “Malaysia Truly
Asia” campaign
Targeting the tourist segments that
have higher per trip spending patterns
and to increase their length of stay
Adopt a destination focused approach in
marketing Malaysia, identify selected
destinations and carry out intensive
promotions on these destinations
23
THE STRATEGY
Recommendation
To take into account the various
segments of the industry to a
ensure broad-based economic
benefits
Enhance Malaysia’s appeal as an everinteresting destination so as to
stimulate repeat visits from medium
haul markets
Dedicate efforts to convert day
trippers to become overnight
tourists to enhance tourism
revenue
24
HIGH YIELD NICHES
HIGH YIELD
•
•
•
•
•
•
•
Sports Tourism – Golf, Auto Race
Wellness - Health, spa and wellness
Romance -Weddings, honeymoons, anniversaries
Eco-tourism and adventure - Parks and gardens and volunteer tourism
Lifestyle - Food, gourmet, shopping, arts
Ocean fun - Diving, snorkelling, swimming
Marine tourism -Cruising, yachting, boating, sailing
OPPORTUNITY SEGMENT
• Agro-tourism -Tea plantation, palm estate tourism, rubber tree tapping ,
exotic fruit picking, seasonal planting and harvesting
• Homestay
• Golf
• Education - International and exchange students, English, Chinese and
Malay language
• "Malaysia, My Second Home,"
• Equestrian and arts
• Movies and TV Location
25
FOCUS & NEW INITIATIVES
Shopping Campaign
KL GP Sale, Mega Sale, MYES - Duty Free Goods, Luxury Brand, Malaysia International Shoe
Festival
Gourmet
MIGF - Fine Dinning, ASEAN Food Trail , Fabulous Food 1 Malaysia – Chicken Rice, Satay, Roti
Canai (2010)
Parks and Gardens
Floria Putrajaya
Art Tourism
MCAT – Malaysia Contemporary Art Tourism, Art Expo and Auction
Culture and Entertainment
Tarian Cuti-Cuti 1 Malaysia, Concerts, Orchestra, Saturday Night Markets
Packages
3-2-1 Heritage Packages, Railway Tourism (Homestay) , Wellness and Spa, Sports Events
(F1, Golf, Diving, Tennis Tournament), Helicopter Tours and Motoring Holidays.
26
TARGET MARKET
LEISURE
Primary and Secondary Market
HOMESTAY
Japan, Netherlands, Australia, Singapore, Korea, France
EXPATRIATE MARKET
Thailand, Singapore, Vietnam, UAE, China,
Hong Kong
MM2H
China, Japan, Korea India, Taiwan, West Asia,
Bangladesh, Australia, UK, Indonesia, Germany
ECO TOURISM
UK, US, Germany, Scandinavia, Japan,
Australia, Korea and Hong Kong, Netherlands
SPORTS
ASEAN, New Zealand, Australia, Italy, Germany, UK,
Scandinavia, Mauritius, Korea, Japan
WELLNESS/ MEDICAL TOURISM
ASEAN, Japan, Korea, Taiwan, Hong Kong,
West Asia, Australia, United Kingdom, Russia
EDUCATION TOURISM
West Asia, Indonesia, China, Korea , Africa,
Kazakhstan
INCENTIVE TRAVEL
China, Taiwan, Japan, Indonesia, India,
Australia, Korea
LUXURY/HIGH-END TRAVEL
France, UK, Scandinavia, Russia, US, Hong Kong,
Belgium, Luxembourg, Switzerland, Middle East, South
Asia, China
SHOPPING
ASEAN, China, Hong Kong, India, Bangladesh, West
Asia, Australia, New Zealand
HONEYMOONERS
West Asia, Italy, UK, US, China, Taiwan, India, Korea,
Belgium
27
WEEKLY FLIGHT FREQUENCY, 2010
Country
Malaysia Airlines
Air Asia
Others
Total
Flight
Freq
(weekly)
Seat
Capacity
Flight
Freq
(weekly)
Seat
Capacity
Flight Freq
(weekly)
Seat
Capacity
Flight
Freq
(weekly)
Seat
Capacity
U.Kingdom
14
5,404
7
2002
-
-
21
2,864
France
7
1,960
4
1,360
-
-
11
3,320
Germany
5
1,390
-
-
-
-
5
1,390
Italy
3
834
-
-
-
-
3
834
Netherlands
7
2,702
-
-
7 (KLM)
2,660
14
5,362
Turkey
3
834
-
-
-
-
3
834
-
-
-
-
2 (Air
Astana)
560
2
238
1
EUROPE
Kazakhstan
Uzbekistan
-
-
-
-
1
(Uzbekistan
Airline)
-
-
-
-
3 (Etihad
Airways)
262
3
-
2
(Uzbekistan
Airline)
386
2
-
-
-
1,060
386
EUROPE - TARGET 2011
COUNTRY
EASTERN EUROPE
Russia
NORTHERN EUROPE
Denmark
Finland
Norway
Sweden
Ireland
U.K
SOUTHERN EUROPE
Italy
Spain
Portugal
WESTERN EUROPE
Austria
Belgium
France
Germany
Netherlands
Switzerland
2009 (A)
29,202
29,202
579,262
25,916
20,912
22,487
49,509
25,347
435,091
80,808
46,352
22,771
11,685
409,216
14,491
16,721
110,054
128,288
111,139
28,523
2010 (A)
32,075
32,075
571,079
24,869
21,355
22,773
48,971
23,146
429,965
72,770
47,068
19,438
6,264
411,018
10,891
15,275
111,175
130,896
114,887
27,894
2011 (T)
35,000
35,000
614,000
27,000
22,000
25,000
52,000
28,000
460,000
90,000
50,000
27,000
13,000
448,000
11,500
17,000
125,000
139,000
125,000
30,500
EUROPE - MARKET SEGMENTS
Country
Primary
Secondary
EUROPE
United
Kingdom
•
•
•
•
•
•
•
Leisure
Diving
Eco & Niche
Culture and Heritage
Highlands
Honeymoon
Golf
•
•
•
•
Garden Tourism
Food Tourism
Homestay
MM2H
France
•
•
•
•
Culture, Island
Highlands
Food Tourism
Eco
•
•
•
•
•
Garden Tourism
Homestay
Honeymoon
MM2H
Heritage
Germany
•
•
•
•
Leisure
Eco & Niche
Honeymoon
Soft Adventure
•
•
•
•
•
Luxury Tour Golf
Homestay
MM2H
Food Tourism
Cruise Tour
Russia
•
•
•
•
Leisure
Beach
Diving
Island Shopping
•
•
•
•
•
Honeymoon
Spa & Wellness
Incentive Travel
Education
Health Tourism
Homestay
•141 participants
•196,472 visitors
•RM 12.4 million revenue
EUROPE - MARKET SEGMENTS
Country
Primary
Secondary
EUROPE
Denmark
•
•
•
•
Eco
Nature
Culture
City
• Homestay
• MM2H
• Spa & Wellness
Finland
•
•
•
•
•
•
Leisure
Beach
Sightseeing
Honeymoon
Luxury Travel
Soft Adventure
• Homestay
• MM2H
• Spa & Wellness
Norway
•
•
•
•
•
Eco
Soft Adventure
Culture
City
Beach
• Spa & Wellness
• Dive
Spain
•
•
•
•
•
•
Leisure
Beach
Sightseeing
Honeymoon
Luxury Travel
Soft Adventure
• Spa & Wellness
• Dive
MM2H
2002- 2010 = 14,816 participants
Top 3 : China (2,452),
Bangladesh (1,806),
U.Kingdom (1,636)
MAIN ACTIVITIES
Advertising
PR and Publicity
Seminars and Road Shows
International Tourism Exhibitions
Fam Trips
PROMOTIONAL PROGRAMMES 2011 SUMMARY
PROGRAMME
EXHIBITION
AND FAIR
SEMINAR
SPECIAL
PROJECT
SALES
MISSION
INTERNATIONAL
MARKETS
HQ INITIATED
40
5
6
SOUTH EAST ASIA
103
44
37
6
SOUTH ASIA/WEST
ASIA AND AFRICA
45
35
39
4
NORTH EAST ASIA
56
30
17
5
180
45
60
6
384
159
159
21
AMERICAS, EUROPE
AND OCEANIA
TOTAL
PROGRAMME
DOMESTIC
EXHIBITION
TOUR
OPERATOR
SUPPORT
48
FAMILIARISATION
TRIP
26
23
EVENT
PROMOTION
AND SUPPORT
47
DOMESTIC
PROMOTION
60
35
MEGAFAM – A CASE STUDY OF
PUBLIC PRIVATE PARTNERSHIP
Selection
committee
• Tourism Malaysia
• Malaysia Airlines
• Other Airlines
Target
Group
• Agents
• Media
• Corporate Bodies
• Local Government
• Airlines
Partners • Accommodation
• Transport Company
• Business Section
Program • Fam Tour
Results
• Editorial
• New Packages
• Business Contacts
MEGAFAM – A CASE STUDY OF
PUBLIC PRIVATE PARTNERSHIP
MARKET
TOTAL MEGA FAM
PARTICIPANTS
AGENTS
MEDIA
YEAR 2008
3,389
1,495
1,587
YEAR 2009
1,500
533
766
Publicity Commercial Value 2009
Total Allocation : RM 9,686,759.54
Print Media :
RM43,323,639.52 from 440 articles
Electronic Media : RM25,664,330.82 from 95 productions
ROI = 7X
CHRONOLOGY OF MARKETING
CAMPAIGN
VMY 1
You’ll be fascinated
VMY 2
Fascinating Malaysia,
Naturally More
….Fascinating Malaysia, Naturally………..
1990
1991 -1993
…………….Malaysia, Fascinating Destination……………...
1995 - 1997
1994
Year of Sports
& Recreation
1998
……………………………..Malaysia Truly Asia………………………………
1999 – till now..
2007
VMY 3
Celebrating 50 Years
of Nationhood
EVENTS
ASEAN
SOUTH ASIA
NORTH ASIA
EAST ASIA
WEST ASIA
OCEANIA
EUROPE
EUROPE
TVC – ASEAN
TVC – SOUTH ASIA
TVC - WEST ASIA
TVC - OCEANIA
TVC - GLOBAL
Thank you