Malaysia banking on experiential tourism campaign for VM2020


MALAYSIA Tourism Promotion Board (Tourism Malaysia) targets to utilise experiential tourism as a strategy to encourage the testimony sharing via word-of-mouth among tourists and subsequently, increasing arrivals.

Tourism Malaysia DG Datuk Musa Yusof (picture) said together with the government, the board will try to develop more products that allow for experiential tourism for the upcoming campaign.

“As I said, tourists come to Malaysia not just to see the Kuala Lumpur City Centre (KLCC) Twin Towers. They want to experience the country, and share the experience with their community.

“Even if they don’t tell the story by word-of-mouth, they will share their story via social media pages such as Instagram and Twitter,” he said at the KL Heritage Food Trails and MyCity Pass launches in KL last Friday.

The KL Heritage Food Trails package was developed by Tourism Malaysia to highlight the three “Malaysian experiences” around KL, namely Kampung Baru, Brickfields and Petaling Street.

The package focuses on heritage sites, landmarks and the locals’ favourite cuisines, where tourists will be taken on a literal “jalan-jalan” (sightseeing) experience where they will dine like locals and observe the architecture of heritage buildings along the route.

Musa said in conjunction with the package, Prasarana Malaysia Bhd also offers MyCity Pass to target non-regular commuters, including tourists to enjoy unlimited rides on its integrated rail and bus rapid transit (BRT) network within a short travelling period.

“With this pass, tourists will now have greater access to the Klang Valley and Selangor which is served by a network of rail and BRT.

“This will allow them to travel seamlessly as the pass covers major railways including light rapid transit, mass rapid transit and BRT which make up a huge network within the Greater Klang Valley area,” he said.

With the arrangement, tourists can take the train to KLCC for photographs, Central Market for heritage and sightseeing, and then Bukit Bintang for shopping.

“The pass is a complement to our KL Heritage Food Trails package that we are proud to launch today. We have worked with local agents to highlight the best of our heritage and food culture, centred within these three hubs.

“This trail would be a literal version of the popular TV show called ‘Jalan-Jalan Cari Makan’, where tourists will walk the Heritage Food Trail to the popular local joints, which promises a one-of-a-kind gastronomic experience, where we promote our beloved nasi lemak, banana leaf meal, sate padang, yong tau foo and many more,” he said.

The passes will be offered at RM10 for one-day unlimited travel and RM25 for three days, whereas first-time buyers will need to pay an additional RM5 for the card cost and a minimum store value of RM5.

This promotion by Prasarana will start from Dec 25, 2019, and will continue until Dec 31, 2020, in support of the Visit Malaysia 2020 (VM2020) campaign.

The campaign has set targets of 30 million tourist arrivals and RM100 billion for tourist receipts in 2020.

As of September, the country’s tourist receipt has gone up to RM6.1 billion, which has recorded a year-on-year increase of 6.9% against the figures posted in the previous year, while 20.1 million tourist arrivals have been noted.

Musa said due to these figures, the board is confident that the targets set for VM2020 can be achieved.

“Usually, the figures tend to pick up towards the last quarter of the year, whereas in the month of December the statistics would slow down a little,” he said.