KUALA LUMPUR: Tourism Malaysia and Expedia Group Media Solutions (Expedia), an online travel agency platform, signed a memorandum of collaboration (MoC) today to support the country’s efforts to attract travellers to the country.
The agreement will see the two parties embark on a global campaign to promote inbound travel, especially involving travellers from Australia, the UK and the US.
Tourism, arts and culture minister Nancy Shukri said the ministry’s past partnership with Expedia from August 2019 to February 2020 was a success with 156,573 tourists arriving from the UK, US and Japan through their platform.
Nancy said a surge of arrivals could be expected this time around, especially with the relaxation of Covid-19 restrictions and the reopening of borders globally.
“The total targeted arrivals from these three countries is a minimum of 62,449, with an average spending of US$100 per person, giving approximately US$6,244,900 or RM26,228,580 (in total receipts).
“The campaign will promote destinations in Malaysia under various themes and interests, namely adventure, beaches, culture, diversity, eco-tourism, hidden gems and experiential tourism,” she said during the MoC signing ceremony here.
She said Malaysia was targeting two million tourists this year and had received one million travellers since the reopening of its borders on April 1.
“Malaysia is currently one of the few countries that have eased entry restrictions for inbound travellers. I hope that this will draw the attention of tourists and entice them to Malaysia as their next holiday destination,” she said.
Nancy also announced Tourism Malaysia’s collaboration with 11 local media outlets to produce a series of branded content or niche programmes emphasising the Economic Stimulus Package (PRE) 2.0 projects and to promote this year’s Cuti-Cuti Malaysia campaign.
The 11 media outlets comprise nine mainstream media, namely Astro, Media Prima Omnia, Star Media Group, RTM, Sinar Harian, Nanyang Siang Pau, Borneo Post, Free Malaysia Today and BFM 89.9 Radio, and ambient media KLIA TV and AEON.
She said Tourism Malaysia would intensify the Cuti-Cuti Malaysia campaign with these platforms through various means, including electronic, print and digital, covering tourist destinations within Malaysia.