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Tourism Malaysia demonstrates data-driven success

Tourism Malaysia, showcased its remarkable achievements in leveraging data to navigate the challenges of the COVID-19 pandemic and redefine the tourism landscape at the ForwardKeys event during the World Travel Market 2023.

It is the leading authority in travel and tourism.

Speaking at the event, Mr. Iskandar Mirza Mohd Yusof, Senior Director of AERO at Tourism Malaysia, emphasised the pivotal role of data in charting the course for Malaysia’s tourism revival.

Data has been our guiding light during these challenging times, he said.

It has been instrumental in not only assessing the readiness for the reopening of tourism but also in shaping our marketing strategies in response to evolving traveller preferences.

Key Messages:

Pandemic Recovery through Data: Mr. Yusof highlighted how data-driven insights were crucial in determining the readiness to reopen tourism activities after the Movement Control Order (MCO).

Surveys involving the domestic population provided valuable information that shaped guidelines and Standard Operating Procedures (SOPs).

The surveys revealed a high demand for domestic travel, leading to the staged reopening of tourism activities.

For international markets, surveys with overseas tourism stakeholders informed the establishment of travel bubbles and the eventual reopening of international borders on April 1, 2022.

Data-Driven Marketing: The data collected during the pandemic became the cornerstone of Tourism Malaysia’s marketing efforts.

It played a pivotal role in developing new marketing narratives for both domestic and international markets.

This data was also instrumental in redefining services and product offerings within the tourism sector.

Identifying New Markets: Mr. Yusof underscored the importance of data partnerships with various government agencies and organisations, such as the Department of Statistics, Central Bank of Malaysia (BNM), Immigration, Ministry of Finance, Ministry of Economics (KE), academic institutions, and international bodies.

This collaboration allowed Tourism Malaysia to gather comprehensive data and studies relevant to the tourism industry, including air connectivity data provided by ForwardKeys.

Emerging Travel Trends: Tourism Malaysia actively monitors travel trends, which have shifted considerably post-pandemic.

Smaller group travel, self-planned trips, and a desire for authentic local experiences have gained prominence.

Travellers are exploring off-the-beaten-path destinations and immersing themselves in local cultures and traditions.

Tourism Malaysia’s participation at the ForwardKeys event exemplifies Malaysia’s resilience and adaptability in the face of adversity.

The agency continues to be at the forefront of the global tourism industry, offering unique and authentic experiences to travellers.

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Tourism Malaysia expects higher tourist arrivals under new govt

Iskandar said, for now, the agency will continue with all the plans that have been arranged, such as encouraging domestic tourism and holding international promotions

MELAKA (Nov 26): Tourism Malaysia is expecting a surge in tourist arrivals, especially from ASEAN and European countries, under the leadership of the new government.

Tourism Malaysia’s Domestic and Event Division senior director Iskandar Mirza Mohd Yusof said, for now, the agency will continue with all the plans that have been arranged, such as encouraging domestic tourism and holding international promotions.

“At the same time, we will continue organising physical exhibitions. The resumption of international flights to Malaysia, such as KLM and Turkish Airlines, also had a positive impact on tourist arrivals,” he told reporters after officiating at the Jom Cuti-Cuti Malaysia 2022 Roadshow at a shopping mall here today.

Meanwhile, Iskandar Mirza, who is also Tourism Malaysia’s deputy director of planning, expects that over RM1 million could be generated from the three-day Jom Cuti-Cuti Malaysia 2022 Roadshow, which started today.

He added that tourism receipts in eight previous events, including in Perak, Negeri Sembilan, Kuala Lumpur, Kelantan and Johor, were very encouraging, amounting to RM8.03 million.

“In Melaka, 30 industry players comprising product operators, travel agencies, hotels and theme parks are participating in the roadshow to offer tour packages, accommodation and entry tickets at a special price,” he said. — Bernama

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Tourism Malaysia eyes Anzac tourist market

Saturday, 26 Aug 2023

Set to excite: Batik Air is expanding to the Australasia region with the launch of its latest route between Kuala Lumpur and Auckland. — CHAN TAK KONG/The Star

SEPANG: Tourism Malaysia is stepping up efforts to attract more tourists from the Oceania region with a particular focus on the New Zealand market, says a Tourism Malaysia official.

Iskandar Mirza Mohd Yusof, its International Promotion Division (America/Europe/Oceania) senior director, said New Zealand is a crucial market.

He said Tourism Malaysia will be launching a week-long sales mission and tourism product seminar in Auckland, Sydney, Melbourne and Adelaide from today to Sept 3.

“This initiative is a collaborative effort bringing together tourism operators, government representatives and travel agents to engage with our partners in Oceania,” he said when welcoming passengers on a Batik Air flight from Auckland at Kuala Lumpur International Airport yesterday.

“We are thrilled to announce that Batik Air will be increasing its flight frequency with six weekly flights between Kuala Lumpur and Auckland from now on,” he said.

He added that Malaysia Airlines also offers eight direct flights on the same route.

“Last year, Malaysia welcomed 18,000 tourists from New Zealand. This figure is poised to rise with the increased frequency of flights and intensified promotional activities. On average, tourists from New Zealand spend one to two weeks exploring the rich offerings of Malaysia.

“As of June, Malaysia has already welcomed 17,972 visitors from New Zealand, a promising trajectory towards surpassing the figures from the previous year,” said Iskandar Mirza.

Batik Air and Lion Group strategy director Datuk Chandran Rama Muthy said the KL-Auckland route highlights its strong commitment to provide convenient travel options.

The airline also offers New Zealanders “multiple services to explore beautiful destinations such as Penang, Langkawi, Kuching and Kota Kinabalu”.

“We hope tourists from New Zealand will take advantage of the reasonable rates,” he said.

Batik Air offers all-inclusive one-way promotional fares between KL and Auckland at RM1,619 for economy class and RM5,319 for business class on brand-new Boeing 737-8 aircraft.

Tags / Keywords: Tourism Malaysia , Tourism Malaysia , Anzac tourist market ,

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TOURISM MALAYSIA INTRODUCES ECO-CULTURAL NICHE PACKAGES AT ITB BERLIN 2024

BERLIN, 5 March 2024 –The Ministry of Tourism, Arts and Culture Malaysia through its agency Tourism Malaysia is participating once again in the world’s leading travel trade show, Internationale Tourismus-Borse (ITB) Berlin, taking place today until Thursday, 7th March 2024. Malaysia's presence at ITB 2024 marks the country's 51st year of participation in the event, a testament to its continued commitment towards the German and European markets.

This year’s Malaysian delegation to ITB Berlin is led by the Deputy Secretary General (Tourism) Dr. Yasmeen Yasim who is accompanied by Mr. Iskandar Mirza Mohd Yusof, Senior Director of International Promotions Division (America, Europe & Oceania), Tourism Malaysia. A total of 61 participants representing 38 organisations make up the delegation, comprising seven (7) state tourism boards, 15 tour operators, 14 hotels and resorts, and one (1) tourism-related service.

The Malaysia Pavilion with 504 square metres of space, (Hall 26a Booth No. 117) was officially opened today by the Malaysian Ambassador to Germany H.E. Datin Paduka Dr. Adina Kamarudin. It is set to showcase the best of travel products, destinations, and services in Malaysia, as well as a special wau-making demonstration, a timeless artistry of Malaysian culture.

As in previous years, the event serves as a platform for participants to network and explore collaborative opportunities with industry players of the German and European markets, while allowing Malaysia to strengthen its global presence and broadcast the upcoming Visit Malaysia Year set to take place in 2026.

Four new niche packages namely Pulau Pinang & Kedah Archaeotourism & Geotourism Packages, Perlis Eco Tourism Packages, Dive into the Unimaginable Packages & Sarawak Delta Geopark & Gawai Packages by Tourism Malaysia were introduced at the three-day event, offering travellers with immersive experiences that align with Malaysia’s sustainability objectives.

Malaysia recorded a total of 20.1 million international tourist arrivals and RM71.3 billion in tourist receipts in 2023, surpassing its initial target of 16.1 million arrivals. This year, Malaysia aims to woo 27.3 million arrivals with RM102.7 billion in tourism revenue.

About Tourism Malaysia

Malaysia Tourism Promotion Board, also known as Tourism Malaysia, is an agency under the Ministry of Tourism, Arts & Culture Malaysia. It focuses on the specific task of promoting Malaysia as a preferred tourism destination. Since its inception, it has emerged as a major player in the international tourism scene.

The next Visit Malaysia Year, set to take place in 2026, will commemorate the sustainability of the nation's tourism industry, which is also in line with the United Nations Sustainable Development Goals (UNSDG).

Furthermore, Tourism Malaysia actively endorses the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT), working towards the realisation of the IMT-GT Visiting Year 2023-2025, with the shared aim of promoting the region as a unified tourism destination. For more information, visit Tourism Malaysia’s social media accounts on Facebook , Instagram , Twitter , YouTube , and TikTok .

For enquiries, please contact:

Syarifah Emiwati Syed Ramzan Senior Assistant Director International Promotions Division (AERO) [email protected] Tel: +603 8891 8363

Muadz Samat Assistant Director Corporate Communications Division [email protected] Tel: +603 8891 8755

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