by TMR / pic by HUSSEIN SHAHARUDDIN
THE Tourism, Arts and Culture Ministry (Motac) is determined to receive 24.3 million international tourist arrivals with a revenue of RM73 billion and RM100 billion for domestic tourism by 2025.
Minister Datuk Seri Nancy Shukri (picture) said Motac will build resilience and competitiveness by leveraging the adoption of advanced technology and digitisation.
“In his 12th Malaysia Plan (12MP) presentation, the prime minister said the tourism sector is the most affected by the Covid-19 crisis and is expected to begin to recover with a growth target of 3.8%.
“Motac — through all its agencies — will ensure more aggressive efforts to promote Malaysia as a destination of choice for tourism,” she said in a statement yesterday.
Among the new approaches that Motac will take, Nancy said, include promoting Malaysia by prioritising art and culture as a key element of tourism products.
“Our target is to position Malaysia back as a preferred travel destination, Motac’s tagline — Coming Back Stronger,” she added.
12MP’s first focus — to boost economic growth — is in line with the National Tourism Policy 2020-2030 which is to focus on efforts towards increasing national income, promote public-private partnerships, empower local communities, strengthen competitiveness and sustainable development of the tourism sector and readiness for future uncertainties.
“Motac also welcomes state governments’ proposals for new tourism products by improving them and further promoting them to the international stage,” Nancy added.
To achieve 12MP’s fifth and sixth focuses, Motac will ensure those job opportunities are opened for the bottom 40% group as well as further shifting the living standards of the middle 40% group.
For example, Motac’s existing efforts that will be continued include strengthening skills and knowledge of tourism and culture industry players as well as exploring opportunities for rural communities that have eco-tourism potential.
Nancy said six focus areas will be given priority to revitalise the tourism industry —namely to restore the tourists’ confidence, improving the quality of products and services, improving the sustainability of tourism products, strengthening the Malaysian brand and marketing strategy, institutionalising governance reform, and intensifying domestic tourism.
“Simultaneously, a commitment to sustainable tourism can further strengthen tourism’s role in environmental protection, preservation and conservation of local culture and heritage.
“Our wealth in various natural resources can be expanded as a unique experience for tourists and benefit the local communities. These features can make Malaysia the world’s preferred eco-tourism destination,” she added.
These efforts are also in line with the country’s Shared Prosperity 2030 agenda and the United Nations’ 17 Sustainable Development Goals.