15 January 2014| last updated at 11:24PM
Making Malaysia the top destination
A POSITIVE performance culture more often than not pushes the success of an
organisation and its goals.
For the Ministry of Tourism and Culture (MOTAC), collaborations forged between
the ministry, other government agencies and the private sector have created a
seamless and effective working network to implement ideas and share expertise,
particularly in the implementation of the Tourism National Key Economic Area
(Tourism NKEA).
Under the Tourism NKEA, the tourism industry has targeted to rake in RM168
billion in receipts and 36 million tourists by 2020 in order to secure Malaysia's
position as a leading tourist destination. In 2012, the receipts were about RM60
billion.
Taking the lead on this NKEA, MOTAC has been tasked to oversee the
implementation of 12 Entry Point Projects (EPPs) that will land Malaysia on the
world's stage as a preferred, top-of-mind tourist destination.
MOTAC secretary-general Datuk Dr Ong Hong Peng says his ministry's key
performance indicators (KPIs) and that of the Economic Transformation
Programme's (ETP) are very much aligned as both parties have common visions.
"Our focus in terms of organisational structure, priorities and resources
management are aligned, so we are able to focus on our strategies and
maximise resources to meet our targets. That could be a reason for this seamless
relationship.
"In addition, we have project managers, leaders and capable individuals heading
our projects at the steering committee levels. We also work with the private sector to
create a positive environment for a public-private partnership. This is important as
most of our investment-based projects are dependent on private intervention.
"With a good working relationship between agencies and private sector, we are very
much progressive in all aspects," says Ong.
Shopping, themed as Affordable Luxury, is one the key areas that gets most of the
attention and has recorded tremendous improvement.
Three out of the 12 EPPs are connected closely to the development of the shopping
scene in the country, namely the positioning of the country as a duty-free shopping
destination; the designation of Bukit Bintang-KLCC area as a vibrant shopping
precinct; and the establishment of premium outlets.
"One of the best examples that demonstrate our collaborative network is the
establishment of the Bukit-Bintang-KLCC Tourism Association.
"In the beginning, all representatives in the association committee were from the
government. But today, we have got the buy-in from the private sector as well. The
committee members now are from both private and public sectors, including the
malls within the golden triangle," says Ong, adding that association is now active in
organising events, activities and programmes that correlate with the ministry's goals
and targets.
"Ideally, this is what we are trying to achieve with all our EPPs.
"For instance for cruise tourism, we have set up the Malaysian Cruise Council (MCC)
that will make policy recommendations and facilitate regional cooperation to grow
cruise tourism.
"It involves both public and private sector members from the industry, such as
representatives from the major ports," says Ong, adding that the government should
only act as facilitators in all these committees and the KPIs of all parties will be
incorporated when programmes are drafted and implemented.
He adds that one of the biggest challenges faced in streamlining the agencies and
private sector is to get their buy-ins.
"We have to get all parties to see how each goal benefits them and then once they
come on board, we need to get them take ownership of the goals and work together.
It's convincing them that we are working towards a common objective that's hard, but
once we get their commitment, it becomes much easier."
Tourism NKEA has five themes that incorporate 10 EPPs. Apart from Affordable
Luxury (shopping), there's Nature Adventure (Malaysia as global biodiversity hub),
Business Tourism (Malaysia as leading business tourism destination), Family Fun
(Integrated resorts and cruise tourism) and Events, Entertainment, Spa and Sports
(dedicated entertainment zones, international events, spa and golf tourism).
It also focuses on Enhancing Connectivity and Improving rates, mix and quality of
hotels as the 11th and 12th EPP. The ministry has also taken progressive
measures and initiatives to include innovative approaches in marketing events and
products.
These include the creation of mobile applications for homestay and the Malaysia
Trip Planner, dedicated websites for Visit Malaysia Year 2014 and MOTAC, as well
as Twitter, Facebook, Instagram and YouTube sites to promote various tourism
products and programmes.
On Visit Malaysia Year (VMY) 2014, Ong says there is always a surge in tourist
arrivals and tourism receipts during every VMY, and the ministry will do what it can to
accelerate the implementation of the EPPs that will help the ministry meet its target.
This year, in conjunction with VMY 2014, the ministry targets an arrival of 28 million
tourists and receipts worth RM76 billion.
A flash mob performing at the main entrance of Pavilion KL to kick off Visit Malaysia Year 2014 in style.
shopping, themed as Affordable Luxury under the Tourism National Key Economic Area, is one sector
that gets most of MOTAC’s attention.
Read more: Making Malaysia the top destination - General - New Straits
Times http://www.nst.com.my/nation/general/making-malaysia-the-topdestination-1.462592#ixzz2yLq1dJn9.