Northstar

DESTINATION www.travelweeklyweb.com Promoting luxury life style holidays and MICE Beautiful Kuala Lumpur skyline. Malaysia intends to aggressively promote itself as a premium destination with what Tourism Malaysia says are "two sure-f ire sectors" – the luxury lifestyle holidays and MICE (meetings, incentives, conventions and exhibitions). The discerning tourist could enjoy a 45-minute helicopter exploration of Kuala Lumpur, tax-free shopping spree and sale of branded goods such as wrist-watches, among other activities. "Foreign tourists who love luxury lifestyle holidays often spend a long time at a destination, and these factors are seen as giving a big contribution to the national economy," a Tourism Malaysia spokesman said. Kuala Lumpur, the gateway to Malaysia, is gearing itself towards building its reputation as a MICE destination with the increased focus of the Malaysia Convention & Exhibition Bureau (MyCEB). The bureau hopes that it could position Malaysia as the world's "premier events" destination – having seen the successful efforts of Singapore that has cornered the market in Asia for holding premium, international events. By year 2020, Malaysia hopes to push up its business tourism from fi ve to eight per cent – an increase of 2.9 million visitors. Going for higher yield by promoting MICE would benefi t the industry though leisure visitors would end up paying higher room rates. Malaysia tourism industry has become the second largest contributor to the country's economy in terms of foreign exchange earner. Traditionally Malaysia under its "Truly Asia" and its domestic "Cuti Cuti" campaigns have been very successful in promoting leisure travel but considering all the developments that have taken place in Kuala Lumpur – Petronas Towers, Kuala Lumpur Convention Centre, Formula 1 – room rates are relatively inexpensive. Average occupancies of five-star hotels 4 | ■ TRAVELWEEKLY ASIA | 07 FEBRUARY 2012 are in the 70s, with rates at around RM$450-$500. The rates that similar properties in Singapore enjoy are more than double. Kuala Lumpur, it appears, does well with corporate business on the weekdays, and on the weekends, it is mostly Singaporeans, who with their strong Singapore dollar, tend to stay in the higher class hotels. Malaysia's tourism is so dependent on Singapore, and its fi gures released for 2010 indicated that Singapore alone contributed 13 million arrivals (out of 24.6 million) and in revenue RM28.4 billion (out of RM$56.5 billion) – effectively meaning that if it would be seriously impacted if Singaporeans for some reason cut down on visits. Like every other country worldwide, Malaysia is vying for the Chinese market. This month, a sales mission and roadshow will cover Shanghai, Changzhou, Nanjing and Suzhou. Next month, a similar mission and roadshow will cover Kaohsiung, Taichung, Hsinchu and Taipei. It is also seeking out the Russians. Transaero, Russia's second largest airline, flies from Moscow and Kuala Lumpur, hence expanding two-way trade, investment and tourism for both countries. Transaero, which had been operating charter fl ights to KLIA for a few years, became the 57th airline serving KL last month. Tourism Malaysia is going out to tell the world that Malaysia is "Truly Asia" – their website proclaims: "There is only one place where all the colours, flavours, sounds and sights of Asia come together – Malaysia. No other country has Asia's three major races, Malay, Chinese, Indian, plus various other ethnic groups in large numbers. Nowhere is there such exciting diversity of cultures, festivals, traditions and customs, offering myriad experiences. No other county is 'Truly Asia' as Malaysia". It has obviously forgotten that there is Singapore. www.travelweeklyweb.com

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