Tourism in Malaysia makes major waves in April as it re-opens to the world
This is a blog by Trove Associate Jane Noela-Braimah.
Malaysia opened its borders to international travelers and returning Malaysians alike in March 2022, and since then, the nation has been loosening restrictions and going full force on global promotional events.
On April 1st 2022, the Southeast Asian country started the transition into the endemic phase of COVID-19, completely relaxing all protocols for the first time since its stringent lockdown and restrictive procedures after two years. At the time, to curb the rise of COVID-19 in the country, foreign travelers were barred from entry, while returning nationals, permanent residents and select diplomats went through quarantine and other extensive measures before returning to their (home) country.
From April 10th to 12th the Malaysia Tourism Promotion Board participated in Borsa Internazionale del Turismo, Milan Italy. Led by Mohamad Libra Lee Haniff, Director of Tourism Malaysia in Paris, the country was promoted as an ideal covid-compliant holiday destination. Information on traveling to Malaysia was made to travel partners and holiday tourists alike, with hopes of establishing strong business networking opportunities. Libra saw the BIT as an ideal marketing location for Malaysia, and with over 40,000 guests in attendance, the opportunities are not overstated.
In an interview that followed days after the opening of national borders, vice president Ganneesh Ramaa of the Malaysian Association of Tour and Travel Agents was confident in Malaysia’s direction towards international tourism, pointing to leading examples in Europe and other Asian countries who made similar moves already. He however insisted that speculations on the recovery rate of Malaysia’s tourist market cannot be made this early, with a note made to the global impact of the Russia-Ukraine war as a contributing factor to this uncertainty. China’s slow recovery in its tourism market also plays a role in this uncertainty as the nation is one of Malaysia’s major contributors.
Still, the government and organizations in the industry remain hopeful about Malaysia’s economic future with the opening of its borders, given the statements from the Ministry of Tourism, Arts and Culture. Tourism Malaysia is set to globally launch the “Malaysia, Truly Asia” campaign again following the opening of the borders.At the launch of its Strategic & Marketing Plan for 2022 - 2026, Minister Datuk Seri Nancy Shukrie stated that the Government is projecting at least two million tourists. With priorities focused on six key factors of domestic tourism and promotions, international tourism recovery, digital adoption, innovation, health and safety, Malaysia’s players in travel and tourism prepare and anticipate the increase of a market that had plunged significantly in the year 2020.
The events and campaigns of April, organized by Tourism Malaysia and the Ministry of Tourism,, are proving promising. In line with the Strategic & Marketing Plan for 2022 - 2026, more is expected to come from Malaysia Ministry of Tourism and the country’s industry players.
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