PUTRAJAYA: The evolving desires of travellers have led to Tourism Malaysia tapping into trends that include coffee trails, houseboat vacations and motorhome adventures.

Other escapades awaiting intrepid tourists include archaeological experiences and dark tourism, or visiting places where some of the darkest events of human history unfolded.

Tourism Malaysia director-general Manoharan Periasamy said besides introducing these novel experiences, Malaysia would also enhance its existing niche tourism, which is witnessing an upward trend.

 On the cashless wave: A Travel Malaysia super app is in the works for tourists, according to Manoharan. — IZZRAFIQ ALIAS/The Star

“These include bird watching, luxury camping (glamping), fishing excursions, hiking expeditions, culinary tours and specially curated packages for weddings, honeymoons and wellness retreats,” he told The Star.

To diversify its reach, he said Malaysia would promote not just the capital city Kuala Lumpur but also lesser-known locales that feature unique culture, heritage and possibilities for adventure as well as culinary and agro-based tourism.

“The broader strategy is to position Malaysia as a multifaceted destination for health and wellness, luxury travel and vibrant festivals and events,” he said.

This could foster urban and rural revitalisation, Manoharan added.

To effectively market these diverse experiences, he said Tourism Malaysia was set to roll out strategic initiatives such as joint programmes and partnerships with key tourism stakeholders to strengthen marketing campaigns.

“The aim is to extend the promotional reach and maximise the impact of our efforts.”

Additionally, Manoharan said public relations activities were also on the agenda to enhance media coverage and visibility for Malaysia’s tourism sector.

“Familiarisation trips are being organised to host media and travel industry professionals so that they can experience Malaysia’s offerings first hand.

“This move is expected to generate buzz and drive interest in Malaysia as a travel destination,” he said.

Tourism Malaysia is also focused on delivering seminars and workshops aimed at equipping industry players with the necessary skills to offer top-notch experiential tourism products.

He also said participation in trade exhibitions and consumer tourism fairs would further support the effort to bring Malaysia’s multi-dimensional tourism offerings to the global stage.

At the heart of these endeavours is the “Malaysia Truly Asia” brand, now concentrated on sustainable and experiential tourism.

“The brand is set to incorporate dynamic sub-brands, showcasing the country’s nature-based adventures, cultural richness, shopping hotspots, wellness sanctuaries and eventful wonders, all reflecting the diverse essence of Malaysia,” he said.

Innovating towards an advanced technological front, Manoharan said Tourism Malaysia was in the midst of creating a Travel Malaysia super app to provide tourists with a hassle-free, cashless journey.

He added that this initiative was supported through a partnership with Mastercard and would integrate shopping, exploration and touristic engagement into one platform.

Manoharan said the adoption of augmented reality and virtual allows for immersive marketing campaigns and interactive digital brochures, offering potential travellers a virtual experience of Malaysia’s treasures.

In view of the rapid technological advancements, he said Tourism Malaysia would adapt its promotional strategies to keep its pace with changing trends, shifting away from traditional advertising and airtime towards digital engagement.

“Although we have a small social media team, our proactive approach has led us to forge synergistic partnerships with prominent entities such as telecommunications providers, international hotel chains and airlines.

“It’s all about creating and nurturing smart collaborative partnerships,” Manoharan said.

https://www.thestar.com.my/news/nation/2024/07/08/tourism-malaysia-tapping-into-growing-market-for-alternative-escapades