Malaysia's efforts to promote tourism

By K. Ramachandran

KUALA LAMPUR, SEPT. 25. With a dynamic economy, a stable government and a plural culture that adds variety to an already colourful society, Malaysia is on the verge of a tourism boom, the perceived global recession in air travel and tourism industry notwithstanding.

Flaunting its rich, multi-ethnic culture, the ancient Southeast Asian country is projecting its ``Malaysia through Asia'' theme to woo tourists from South Asia, especially India.

Along with China, India is the new focus of Malaysia's efforts to promote its tourism sector. Its Minister for Culture, Arts and Tourism, Dato Abdul Kadir Bin Haji Sheik Fadzir says, ''The financial crisis of 1997-98 made us realise the extent to which we can rely on outside capital. It was then we began to look for props inside the country to support the economy. When one prop wobbles, the others should support the economy. Tourism is one of them.

``Ours is a unique tapestry of Malay, Chinese and Indian cultures that merges seamlessly into the myriad ethnic traditions. An Indian, Chinese or other Asian country citizen can enjoy his culture in Malaysia, feel at home, while at the same time feel what is distinctly Malaysian...''

The Malaysia Tourism Promotion Board's (MTBP) vision is clear. It wants to soon meet a target of welcoming a million Indian visitors. In the last one year or more, the flow of Indian tourists has nearly doubled to reach 2.50 lakhs.

The MTBP's director (international marketing), Mr. Mirza Mohammad Tayab, is encouraged by the fact that Indians, who were normally transit tourists, are turning into ``leisure-seekers and holiday makers.'' The number of families coming for holiday and shopping is increasing. We see a lot of potential for growth here.''

The Minister, Dato Abdul Khadir, also underlines the cultural reasons for visiting Malaysia. ``We like to tell the world that if you want to see Islam as it should be practised - a faith of goodwill, tolerance and that gives equal weightage to science and technology - come to Malaysia. The sights and sounds of our people is a central attraction for visitors,'' he adds.

At present, ``Malaysia through Asia'' is promoted through a variety of religious, cultural and national festivals and events.

The Malaysian Airlines (MAS) is working in tandem to ferry Indian holiday makers and shoppers across the Bay of Bengal.

Would the recent terrorist strikes in the U.S affect tourism business in the Southeast Asian region too? ``I don't think there will be a significant effect on tourism. Probably, yes, on foreign investments. We do of course need to re-adjust our concentration in the campaign.''

A significant portion of the $4.5 billion coming in as foreign exchange from the tourism sector, comes from the shoppers here.

A look around the Kuala Lampur's city centre malls such as Suria KLCC, KL Plaza, Bukit Bintang, Masjid India, China Town, Mid Valley Megamall, makes true of the words. They are over-flowing with shoppers. In short, KL is a `shop-oholic's dream'. From local handicrafts to exclusive designer wear, everything is available at competitive rates.

A country that has enviable road connectivity, Malaysia also a land of rich natural beauty. Of tranquil waters, white sand beaches, lush rain forests, cool mountain peaks and ancient towns.

And of course, the envy of the region: The KL International Airport, a massive facility specially created to help Malaysia's economic growth.

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