Essay: Travel and Tourism in Malaysia

Pages: 14 (3977 words)  ·  Style: Harvard  ·  Bibliography Sources: 14  ·  Level: College Senior  ·  Topic: Recreation  ·  Buy This Paper


[. . .] These include the beautiful paradise that many see when they first visit the 13 states and 3 federally operated territories. There are a variety of different people that live in Malaysia making it much like visiting a miniature world, with people of so many different ethnicities. Among the reasons for its popularity include the fine arts of Malaysia, with influences from the indigenous people, China, Thailand, Indonesia and other people's. There is a rich history of music and performances, as well as festivals. Malaysia is likely to be visited for those interested in heritage tourism and festival tourism as much as for any other reason.

Some travel for religious and sacred interests as well. There are many fine cuisines with influences from the surrounding regions including Indian, Sumatra, China, Thai, and Malay. Historically medical tourism was not a highly popular service in Malaysia; it is only within the past decade or so that medical tourism has become a staple in the industry, generating a large portion of profits, primarily because the cost of medical care throughout the world especially in the West has become some high.

2. Tourist Arrivals Historically

Historically there has been a steady number of arrivals of tourists to Malaysia for various reasons, creating a steady revenue of income generated through hotels and other service industries.

Source: Facts and Figures

According to these figures, one may assume that tourism is likely to continue to increase in Malaysia, with small dips in tourism likely given natural tendencies for increases and decreases in the flow of tourism. It is important to realize however that at any point in time, the industry may change, so the government should always consider this when planning for the future in tourism. There are no guarantees when it comes to doing business in any industry. This is why the relevance of Plan B. is highlighted in so much of the literature related to business and marketing.

That said, Malaysia has been one of the top tourism destinations for several years now, whereas in other countries there has been an ebb and flow of tourism. This may be due to the high cultural diversity present within the country, and also due to the availability of many diverse selections including medical services available in Malaysia today.

3. Financial Analysis

Thus far there has been a steady increase in financial receipts from tourism during the last 9 years, although the increase could be even more given new predicted avenues for growth.

Source: Facts and Figures 2010

Fortunately, Malaysia is one of few countries that has not been hard hit by the financial crises and economic downturn of the recession a few years back. While growth and receipts may not be as high as in some countries, Malaysia is one of the few countries that remains among the top 10 when it comes to receipts in the billions when it comes to travel and tourism. It ranks right up along with the U.S., France, Turkey, and China with regard to income generated from travel and tourism. This suggests that Malaysia will continue to do well in the future as long as it remains a key player in the travel and tourism industry, and continues to plan for the future demands of tourists within the hospitality and tourism industry.

4. Demands/Current Trends Areas of Tourism in Malaysia

It is vital when analyzing data on tourism that one explore not simply the past successes but also the potential future demand for travel and tourism within the country. The demand for new areas in tourism includes the following categories:

Current Trends In Tourism Consumption

Government spending

Fixed Spending

Business Travel

Travel and Passenger Transport Earnings

Future Tourism Consumption (Proposed)

Religious Sacred Tourism

Medical Tourism

Festival Tourism


Cultural/Heritage Tourism

It is critical to analyze the Tourism industries economic importance relevant to government expenditures and share of resource allocation and income generation. The relationship between demand and supply and national income accounts is critical to the influence tourism has on government interest in tourism. The most difficult issue concerning the assessment of the tourism industry in the defined areas including the selection of potential new areas for development including the following:

1. Expectation that given past variables, a projected new area for development would succeed, given the history of economic failures or successes in any industry.

2. Expectation that countries would agree to work together, given the assumed requirement that such is necessary given the need or universal desire or expectation for globalization.

This research follows the methodology and approach the World Tourism Industry has advocated and proposed for several years, promoting interdependence and promoting inter-governmental allegiances in the travel and tourism industry.

Based on this perspective, it is reasonable to expect that Asian countries including Malaysia that currently gather a good deal of income from tourism would still benefit from new approaches to tourism as there is always the probability of economic downturn, financial crises, natural disaster, and change in consumers demands related to travel and tourism.

Analysis and Strategic Planning For Malaysia

*Managing The Effects of Crises on Tourism in Malaysia

One important and relevant factor to consider is the effect of crises on tourism. As King (2008) notes, tourism in Malaysia is hugely affected by economic and natural disasters throughout the world; as the economy continues to collapse and sickness and natural disasters strike including tsunami's and earthquakes, it is important for the Malaysian government, as it would be any government to consider how they will respond to such crises (p. 40). Coordination among foreign investors, regional collaboration, better communication strategies and the development of new markets are vital to the success of the industry (King, 2008 p. 40).

*Planning for New Areas of Tourism

As evidenced from the literature review and available materials, to continue to succeed in the field of tourism it is critical Malaysia keep up with other competitors by arranging for new areas of travel and tourism. Business tourism and traditional venues of tourism will no longer be enough to keep people coming to Malaysia, as beautiful as it is. There are many new tourism "hot spots" and ideas that will promote tourism in Malaysia into the next Century. Among the possibilities include developing new areas of tourism including promoting longer term residency among tourists, medical tourism, romance and wedding tourism, religious tourism including journeys that are spiritual and sacred, medical tourism, backpacker tourism and cultural or heritage tourism (Winter, 2007, p. 40).

King (2008) also suggests that domestic tourism is an often neglected area of research that may provide an avenue for economic success in the tourism agencies. Festival tourism may also be an avenue for income generation, such as attendance at local cultural events, however there may be problems in the case of tourists visiting festivals in China and other areas where "domestic outbursts" such as those in Tibet are likely due to government disagreement with the political nature of the people's interests (King, 2008, p. 40). Another avenue the government may explore and work with DMO's to promote the community vision in is the area of eco-tourism, especially given the current interest in community vision for the environment; areas of interest may include "wetland tourism" (King, 2008).

Cochrane (2008) notes that "the major markets in most Asian countries are other Asians) rather than Westerners (p.1) promoting the idea that local cultural and festival tourism may do very well, especially when many Asian tourists are motivated by the "images which they construct and entertain of their neighbors" or neighboring countries (King, 2008, p.40). Something to consider too seems to be the thoughts other Asians may have between the "cultural similarities and differences" between themselves and their cultural Asian counterparts, and members of the European classes and people in surrounding regions (King, 2008, p. 40). Something governments have focused on that is not new, but something communities have focused on is the potential revenue for gambling tourists and student tourists (Chon, 2000, p. 152).

*Taking Advantage of Technology And Innovation

Consumers are interested in technology and innovation. Medical tourism fits into this category, as countries like Malaysia can take advantage of technology including the Internet to reach out to consumers that might have never known about their country otherwise, to promote new goods and services that they may reach a new level of customer interest and satisfaction. They can learn about the latest technological advances and provide new services to customers. They can also offer jobs to up and coming doctors and physicians that may want to take advantage of opportunities abroad. This is a new field and one that is highly advantageous, not simply to the Malaysian people, but also to foreigners that may be interested in job opportunities in another country, where perhaps competition for employment that is highly specialized is not as stiff as it may be in their country. Who wouldn't want to work in a… [END OF PREVIEW]

Tourism - Kerala Boat Race Event Case Study

Popularity of Tourist Destinations Tourism SWOT

Types of Tourism Literature Review Chapter

Environmental Tourism/Eco-tourism the Hotel Sector in Malaysia Dissertation

Model to Develop Sustainable Marine Tourism in Similan Island Thailand Methodology Chapter

View 44 other related papers  >>

Cite This Essay:

APA Format

Travel and Tourism in Malaysia.  (2011, July 15).  Retrieved August 23, 2019, from

MLA Format

"Travel and Tourism in Malaysia."  15 July 2011.  Web.  23 August 2019. <>.

Chicago Format

"Travel and Tourism in Malaysia."  July 15, 2011.  Accessed August 23, 2019.