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Success of Visit Malaysia 2020 hinges on airlines cooperation

airasia visit malaysia 2020

Shaira Idris
Written by Shaira Idris

KUALA LUMPUR – August 6, 2019: Tourism Malaysia has several plans lined up to boost the country’s tourism growth as it prepares for Visit Malaysia 2020.

The agency’s director-general Datuk Musa Yusof told The Mole that the most crucial among the plans is the Joint International Tourism Development Programme (JITDP) to increase accessibility into Malaysia via cooperation with airlines.

The JITDP is a collaborative initiative between Tourism Malaysia and Malaysia Airports Holdings Berhad, in which they join forces with airlines and other partners to promote Malaysia.

“Our main driving force is our partnerships with industry players to develop some great packages and to provide them the support needed to promote to their clients. We are also working with existing and new airlines to increase connectivity and to provide ease of travel to all,” said Musa.

“We are seeing new airlines launching routes to Malaysia such as Air Busan, Air Arabia, IndiGo, Scoot and Condor Air. This is therefore an opportunity to really push our promotions in the respective markets,” he added.

Musa said the agency now hopes for a better allocation for its advertising and promotion activities, which it regards as crucial for the success of the campaign.

He said Tourism Malaysia aims to create more “noise” and publicity in all its targeted markets through any channel and platform available.

“We are keen on optimizing the usage of digital and information technology for promotion, publicity and advertising through social media platforms and marketing, such as utilising hashtags and social media influencers,” he said.

To further enhance promotional efforts, Musa explained that the agency is not only focusing on the use of augmented reality, but also on the use of webinars and online training to educate and update travel agents.

Efforts to publicise Malaysia are also undertaken via Mega Familiarisation programmes — where international media and agents are brought in to have a first-hand experience, so they may write about the country and create holiday packages that appeal to their market.

Other strategies include filming destination by working closely with FINAS (National Film Development Corporation Malaysia), FDAM (Film Directors’ Association of Malaysia), PFM (Malaysian Film Producers’ Association), private sector and state governments as well as leveraging on the promotion of upcoming major events in Malaysia — especially business events such as the World Tourism Conference to be held here from Aug 26 to 28.

Tourism Malaysia is also participating in major tourism events overseas such as ITB Berlin, World Travel Mart London as well as domestic events such as MATTA (Malaysian Association of Tour and Travel Agents) and MITA (Malaysian Inbound Tourism Association) Fairs.

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Shaira Idris

Shaira Idris

Shaira is a 20-something accidental journalist who's currently still adapting to the world of journalism and learning the ropes of her job.