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2017/TWG51/016 Agenda Item: 18

Malaysia’s Tourism Industry at a Glance

Purpose: Information Submitted by: Malaysia

51st Tourism Working Group MeetingPenang, Malaysia

10–11 October 2017

MALAYSIA’S TOURISM INDUSTRY AT A GLANCE

NOR YAHATI AWANGDeputy Secretary General (Tourism)

Ministry of Tourism and Culture Malaysia (MOTAC)

2 01 6

M A L A Y S I A –KEY TOURISMINDICATORS

26.8million

Share by Top 4Products

30.8%Shopping

23.8%

Accommodation

18.2%Passengertransport

12.9%Food &

beverage

I N B O U N D T O U R I S MInbound TourismExpenditure

H I G H L I G H T S

Inbound visitors’ expenditure increased to

RM81.2 billion with a growth of 8.7%3

West Asia

13.3million

3.0million

2.1million

1.7million

0.3million

Total Tourist Arrivals

66.0million

Share by Top 4Products

39.7%

Shopping

15.5%Food &

beverage

18.0%Automotive

fuel

9.9%

Accommodation

D O M E S T I C T O U R I S MDomestic TourismExpenditure

In 2016, domestic tourism

generated

RM66.5billion

with a growth of

9.8%

H I G H L I G H T S

4

36.2b40.8b

47.6b55.5b

60.5b

20

40

60

2011 2012 2013 2014 2015 2016

31.2% 12.7% 16.7% 16.8% 9.0% 9.8%

2016

RMRM

RM

RMRM

RM

66.5b

Number of Tourist

O U T B O U N D T O U R I S M

2.5%

2.5%

2.9%

10.8%

19.4%

21.8%

40.1% Passengertransport

Accommodation

Shopping

Food & beverage

Travel agencies

Cultural, sports and recreational services

Country-specific tourism services

PercentageShare

Outbound Tourism Expenditure

28.7b32.2b 31.1b

2011 2012 2013 2014 2015 2016

21.5% 17.6% 2.2% 9.8% -3.5% 7.8%

2016

RM24.4b

RMRM29.3b

RM RM

RM33.5b

In 2016, outbound expenditure

with a growth of 7.8%

H I G H L I G H T S

5

86.6%Accommodation

39.5%Automotivefuel

98.1%Travel

Agencies

55.6%Passenger

transport

42.0%Shopping

32.5%Food &beverage

17.9%Country-specific tourism services

16.9%Cultural, sports &recreational

T O U R I S M R A T I O

6

41.3%

The tourism ratio are the proportion of an industry’s output that is

consumed by visitors.

Total Tourism Ratio

EMPLOYMENT IN THE TOURISM INDUSTRY

3.2 million persons engaged in tourism industry and

contributed 22.7% to total employment

Top 5 Industry Percentage Share (%)

6.9%5.0%

34.5% 34.1%31.2% 31.3%

17.6% 17.5%

6.8% 5.5%

2016 2015

Retail trade Food &beverage

Country-specifictourism services

Accommodation Passengertransport

49.8% 50.2%

7

World’s 5th Best Shopping Destination (Kuala Lumpur) – Expedia UK

Best Tourist Destination – Shanghai World Travel Expo 2016 (WTF)

5th Top Retirement Haven – InternationalLiving.com

Asia Leading Destination – World Travel Awards 2016 (Asia and Australia)

MALAYSIA’S TOURISM ACCOLADES 2016

Penang: 4th in the top 10 cities for best in travel – Lonely Planet

The best Muslim Travel Destination in the world– Global Muslim Travel Index (GMTI)

TOURISMINDUSTRY in M A L A Y S I A

W a yF o r w a r d

MALAYSIA TOURISM TRANSFORMATION PLAN (MTTP)

Affordable Luxury(i.e. shopping)

• Duty-free for wider range of goods

• BB-KLCC as premier shopping district

• 3 new premium outlets

1

2

3

Nature Adventure

• Establish Malaysia as the pre-eminent global biodiversity hub

• Rainforest & Marine Discovery Centres (together with parks & gardens)

• new and enhanced live biodiversity sites

10

FamilyFun

• Develop an EconatureIntegrated Resort

• Straits Riviera Cruise playground for high-end cruise + urban redevelopment of port landing areas

4

5

Business Tourism

• Establish Malaysia as a leading M.I.C.E. destination

9

Tourism with GNI of RM94b(3x growth)

Events, Spa & Sports

• Bid for more international events

• Establish dedicated entertainment zones

• Target Spa & Sports (golf, angling) tourism

6

7

8

Enablers (Marketing, Visa, Funding, Human Capital, Tourism Environment)

Connectivity (greater focus on medium connectivity to support growth)Hotels (ensure adequate supply with better mix, better rates)

1112

MALAYSIA TOURISM TRANSFORMATION PLAN (MTTP)

Enhancing tourismproducts

Upgrading servicequality

Restrategising marketing and

promotion Improving

governanceIntensifying

domestic tourism

Strategies

1 • Ecotourism

2• Heritage sites, and cultural products

3• Meetings, Incentives, Conventions and

Exhibitions (MICE)

4 • Shopping destinations

5 • Muslim travel market

Way Forward Capturing the high yield tourists to stimulate the

industry’s contribution to the economy. Domestic tourism will be harnessed to further

increase the vibrancy of the industry.

11th Malaysia Plan for Tourism Industry

FOCUS AREAS5① Investment in Ecotourism② Tourism Concessions③ Synergy between Ecotourism & Conservation④ Ecotourism Marketing⑤ Ecotourism Clusters

18STRATEGIES

82ACTIONS

NATIONAL ECOTOURISM PLAN 2015 – 2025

http://destination.unwto.org/event/6th-global-summit-urban-tourism