Malaysia, which just launched Visit Malaysia Year 2014 (VMY 2014), is hosting the annual ASEAN Tourism Forum in Kuching, Sarawak from January 16 to 24. Its minister for tourism and culture, Dato’ Seri Mohamed Nazri bin Abdul Aziz, believes ATF will be the perfect platform for the travel industry to collectively advance tourism  in the region.

In a Q+A, Nazri (pictured right) outlines the role Malaysia is playing to promote intra-ASEAN travel, as well as to strengthen cooperation among various sectors in the ASEAN tourism industry. He also reveals what Malaysia hopes to achieve with VMY2014

Q: What initiatives has Malaysia undertaken that support ASEAN tourism objectives? 


Over the past few years we have been promoting short haul travel, encouraging our people to travel in a more affordable and easier way to our neighbours in ASEAN. In this respect, Malaysia has introduced the 3-2-1 Heritage Tour package — three UNESCO heritage sites (Melaka, Penang and Borobudur) in two countries (Malaysia and Indonesia) at one price.

Apart from that, as the past chair for ASEAN Product Development Working Group and lead coordinator for nature-based tourism, we have proposed the ASEAN Ecotourism Strategic Plan, and it was adopted during the 38th ASEAN NTOs Meeting in July 2013.

We are also in the midst of producing a coffee table book, The Magical Gardens of ASEAN, as part of our effort to introduce ASEAN parks and gardens to the world.

As a member of UNWTO and ASEAN, we have also initiated a discussion with UNWTO to provide assistance for UNWTO project on river-based tourism development in ASEAN.

Additionally, as vice chair for the ASEAN Tourism Professionals Monitoring Committee (ATPMC) and lead coordinator for the development of ASEAN Homestay Standards, we have played an active role in the workshops and special meetings that lead to the development of a draft for ASEAN Homestay Standard Audit Process and Design for Certification Body. The draft will be presented during the 39th ASEAN NTOs meeting at the forum in Kuching.

As the lead coordinator for ATRM Hospitality we have shared our experience and preparation for VMY2014 and the “We Are the Host” training programme for frontliners in the tourism industry to ASEAN member states.

Malaysia and all ASEAN members have signed the ASEAN Mutual Recognition arrangement (MRA), which will come into effect in 2015. In line with this we have collaborated with relevant agencies in implementing the ASEAN MRA. We have also conducted an awareness programme nationwide to increase the public awareness on ASEAN tourism objectives.

Q: What ASEAN-related tourism issues does Malaysia believe need to be addressed first? Why?


Adopting the ATF theme, “ASEAN — Advancing Tourism Together”, the forum will explore the sustainable development of tourism and to look at how our tourism programmes and plans can further support this initiative.

In line with our tourism philosophy, “Tourism conserves, preserves and protects culture, heritage and mother nature”, ATF 2014 will be a timely platform to further discuss and act on implementing innovative and sustainable initiatives that will ensure the preservation of our natural environment and heritage of this region for future generations.

Q: Would Malaysia like to see a pan-ASEAN tourism visa? What needs to be done to achieve this?

We are in favour of the idea as we feel that a single visa will allow long-haul travellers to move around the region without much hassle. This can in turn help to promote intra-country/cross-border travel as we complement each other and enhance our tourism offering.

In order to achieve the pan-ASEAN tourism visa we need the support and commitment of all the relevant agencies in ASEAN member states. As we are aware, several ASEAN members have already started discussions towards a common ASEAN visa. We hope to see this single visa a reality in the future.

Q: When promoting destination Malaysia and ASEAN, to what extent has the marketing swung from long-haul to shorter-haul intra-Asian and intra-ASEAN marketing? Is this a desirable trend?


The marketing and promotion efforts have not switched from long-haul to shorter-haul markets. Instead the focus is to jointly promote ASEAN as a competitive tourist destination with the brand, “ASEAN Feel the Warmth”. In fact, the share of intra-ASEAN travel has reduced from 48.3% in 2009 to 46.5% in 2011. This shows that the medium-haul and long-haul markets are facing a bigger share of the increase in tourist arrivals to ASEAN. Such a trend is desirable as medium and long-haul market tourists tend to stay longer and spend more, thus increase the tourism yield of the respective ASEAN member states.

Q: Malaysia has had a few Visit Malaysia Years before. What will be new about VMY2014?


Visit Malaysia Year was first launched in 1990 with the theme “Fascinating Malaysia. Year of Festivals”. The success of VMY1990 has spurred another VMY in 1994 with the theme “Fascinating Malaysia. Naturally More”.

The third VMY was launched in 2007 in conjunction with Malaysia’s 50th year of independence with an official theme that fitted the anniversary celebration – “Celebrating 50 Years of Nationhood”.

2014 marks the fourth Visit Malaysia Year celebration and, unlike the past themes, this time around our theme is “Celebrating 1Malaysia Truly Asia” to reflect the diversity in unity of all Malaysians. We have also chosen the Proboscis Monkey (pictured right) as the official VMY2014 mascot, a rare and endangered animal found primarily in Borneo and predominantly in Sabah. It resembles everything we want to tell the world — our rich biodiversity, our enchanting wildlife, our environmental conservation efforts, and what makes our country unique and fascinating. In short, the natural beauty of Malaysia Truly Asia’s is right here for your discovery during VMY 2014.

We aspire to make VMY2014 the biggest and grandest tourism celebration with over 200 events and festivals all lined up to welcome the world. We hope the special year will contribute to the government’s target of 28 million tourist arrivals and RM76 billion in tourist receipts.

The tourism industry currently employs an estimated of 14% of Malaysia’s total workforce. VMY 2014 will help set the pace to the nation’s aspiration of creating 3.3 million jobs by 2020 as outlined in the Malaysia Tourism Transformation Plan (MTTP) 2020.

Q: What role will ASEAN as a market play in your VMY2014 plans? 


We hope all ASEAN members can play a role by helping us disseminate information and spread the word about VMY2014, and add Malaysia into the itinerary of their travel plans. Travel agents and hoteliers from the ASEAN countries can make Malaysia as a stopover destination for the international tourists who visit neighbouring countries to make their travel itinerary more enticing. Similarly, tourists can also plan their itinerary to travel beyond Malaysia to other ASEAN destination.

Q: Will VMY2014 feature any partnerships or collaborative action with airlines, tour operators or hotels? 


Yes, there are many exclusive packages that are created specially for this celebration. As VMY2014 is a national event everyone is playing the role of the perfect host to welcome tourists. There are many partnerships and collaborations among industry players to offer the best packages, as well as services to make everyone feel at home.

In line with the “We are the host” concept, Malaysians are coming together and putting their best foot forward in making VMY2014 .a big success.

Q: What role will major events and festivals play in VMY2014?


Malaysia is well-known for some of the unique events such as 1Malaysia International Shoe Festival, Magic of the Night, Colours of 1Malaysia, Rainforest World Music Festival, Penang International Bridge Marathon, Fraser Hill International Bird Race, Fabulous Food 1Malaysia, Malaysia International Performing Arts Festival (MIPAC 2014), concerts, theatre musicals and many more. These major events and festivals reflect our rich cultures, traditions and strengths. They play a big role to make  the year a success. Tourists come to Malaysia not just to enjoy our attractions but also to engage and participate in these events and festivals.

Q: What needs to be done to enhance cooperation in tourism among ASEAN member states? 


To achieve ASEAN as “One Vision, One Identity, One Community” by 2015, greater steps need to be taken, among others, sharing of experience and knowledge, increasing the level of support and cross-fertilization programs within ASEAN member states.

In line with the ASEAN tagline,  “Southeast Asia Feel the Warmth”, ASEAN member states should strengthen and aggressively promote ASEAN as a whole as we are connected not only geographically but also in terms of lifestyle, culture, heritage and hospitality.

Besides that, we can also heighten the cooperation in the development of ASEAN tourism packages, for example the ASEAN Food Quest, the ASEAN Heritage Odyssey or the Journey through Magical Gardens of ASEAN. Malaysia will give its full support and cooperation in activities that involve ASEAN tourism.

Q From the Malaysian perspective, how does the future of tourism in ASEAN look? 


According to UNWTO Tourism Highlights 2013, Southeast Asia has the highest growth among Asian sub-regions, with 9% more arrivals, due to continued strong intra-regional demand and implementation of policies that foster intra-regional cooperation and coordination in tourism.

ASEAN countries are special in their own way. Each ASEAN country has something to offer that others don’t. Through strategic and synergistic cooperation among the ASEAN countries, we can identify, support and help one another to promote our respective countries. ASEAN countries need to work together to ensure the mutual success of the tourism industry in this region.

As Malaysia is celebrating VMY2014 we urge all our ASEAN friends to come and support us and make this tourism celebration a success. I believe we can make it happen with the support of all our partners in the ASEAN tourism industry. The increase in tourists to Malaysia will also benefit other ASEAN countries, as tourists tend to travel to more than one ASEAN country, especially tourists from medium- and long-haul markets.