Malaysia eyes tier II, III cities
Malaysia's unwavering commitment to the Indian market paints a promising future for Indian tourists seeking to explore the vibrant and culturally rich nation, says Datuk Musa, Deputy Director General of Promotion for Malaysia.
India, with its rich cultural heritage and diverse population, has always been a captivating market for the global tourism industry. For Malaysia, this allure is especially significant. Datuk Musa, Deputy Director General of Promotion for Malaysia, says, “India has been our priority market for so long, even prior to the pandemic. Tourism Malaysia is not only focusing on general tourists coming from this country but also focusing on niche products.”
Elaborating on what Tourism Malaysia has done to attract Indian tourists, Musa says, “To cater to Indian travellers, Malaysia has adopted a multifaceted approach. While continuing to attract general tourists, the focus has expanded to niche products, including destination weddings, golfing, filming destinations, medical tourism, and education tourism.”
This strategic diversification reflects Malaysia's belief in its ability to meet the specific demands of Indian tourists across various segments. It underscores Malaysia's dedication to offering a wide array of experiences to Indian visitors.
Upcoming initiatives and target numbers
In August 2023, Tourism Malaysia concluded its second roadshow to India, targeting tier II and tier III cities. “Building upon the success of the first roadshow held in May 2023, this (the second roadshow) demonstrates Malaysia's commitment to aggressively promoting its offerings in India. Offices in New Delhi, Mumbai, and Chennai play a pivotal role in these efforts,” Musa says.
Tourism Malaysia has ambitious goals towards Indian tourist arrivals. “Malaysia welcomed nearly 750,000 Indian tourists before the pandemic. In 2022, around 325,000 Indian tourists visited Malaysia. We aim to double these numbers in 2023, driven by various campaigns and initiatives, including Malaysia Week campaigns that showcase the country's vibrant culture and culinary diversity,” Musa shares.
Focus on specific market segments
The Indian market is incredibly diverse, and Malaysia has adapted its approach accordingly. Malaysia now places greater emphasis on destination weddings, golfing, filming locations, medical facilities, and educational institutions. According to Musa, these segments offer excellent value for money, making Malaysia an attractive choice for Indian travellers. “Malaysia's priority is ensuring Indian tourists enjoy their stay and share their experiences with others, further boosting arrivals,” he says.
Collaborations with Indian partners
Collaboration is key to Malaysia's strategy. “Tourism Malaysia has engaged in joint campaigns with Indian counterparts, including airlines, film producers, wedding planners, golf clubs, and travel agents. These partnerships aim to provide compelling reasons for Indian tourists to choose Malaysia as their destination, offering a wide range of experiences,” he shares.
Partnerships and incentive
Tourism Malaysia incentivises Indian travel trade professionals through joint promotion incentives. Musa says, “Collaborating with local Indian industry partners, promotional campaigns are organised in Malaysia, with Tourism Malaysia offsetting some costs. Additionally, incentives are offered to travel agents to organize charter flights from India to Malaysia, primarily targeting M!CE segments. These efforts aim to attract more tourists, not only via commercial flights but also specially arranged charters.”
Key attractions and activities for Indian tourists
Malaysia boasts a plethora of attractions and activities catering to Indian tourists. Spiritual visits to Batu Caves, city life experiences, shopping extravaganzas, gastronomic adventures, and opportunities to explore medical and education facilities are all on offer. “For those seeking an authentic Malaysian experience, homestays and kampungstays provide a glimpse into local life away from the hustle and bustle of cities. Malaysia's diverse range of activities and cuisine allows for tailor-made packages. Whether it's mountain climbing, jungle exploration, vibrant city life, golfing, or culinary adventures, Indian tourists can customize their experiences. Travel agents are instrumental in curating these personalized journeys,”
Musa says.
Connectivity
Malaysia is well-connected to major Indian cities with close to 160 weekly flights and availability of approximately 31,000 seats. “Airlines are also exploring new routes to enhance connectivity. After the pandemicinduced hiatus, flights are resuming, and new routes like Thiruvananthapuram, Amritsar, and Ahmadabad are being introduced,” he shares.
Plans ahead
Revealing further plans, Musa says, “Tourism Malaysia is dedicated to maintaining Malaysia as the preferred destination for Indian tourists. Special promotions, events, and campaigns are in the pipeline, with a focus on the upcoming Visit Malaysia campaign. Malaysia is also working to ensure that all its destinations are ready to provide Indian tourists with lasting memories of their holidays.”
Tourism Malaysia is not only focusing on general tourists coming from this country (India) but also focusing on niche products