Tourism and Malaysia

DESTINATION BRANDING Malaysian destination branding is remarkably successful. Malaysia stands as the harmonious country and unique with different culture. Malaysia is diverse with fusion of different ethnics, races and religion where Chinese, Indians, Malay and many other different ethnics groups live together in peace and harmony. The multiculturalism has made Malaysia a gastronomical paradise and home to hundreds of colourful festivals. Malaysian people are well known for the culture, friendliness, and always welcome outsiders as one of them, besides that Malaysia has beautiful and fascinating holiday’s destination for tourist. The uniqueness of Malaysia with its multicultural which makes even foreigners adapt to Malaysia life style and comfortable being around in Malaysia. Malaysia geographically has two part which one of it is consist of 11 states and two federal territories ( Kuala Lumpur and Putrajaya ) and Peninsular Malaysia which includes 2 states ( Sabah and Sarawak on the island of Borneo ) and third federal territory, the island of Labuan.
The situation analysis of the case study is on the steps taken by Malaysian government in positioning Malaysia itself as a brand for the tourism industry and promoting on the destination that will attracts people from all the part of the world. This case study also to understand the important of tourism as a source of profit for a country and the process and strategic developed by government to promote Malaysia as a tourist destination and Malaysia as a destination brand, besides the campaign launched to bring a unique image and identity for Malaysia itself in tourism industry. Malaysia government previously taken some effort on promoting Malaysia as tourist destination for people from different parts of the world with the intention of promoting Malaysia as a brand by launching the ‘Truly Asia’ campaign in 1999 but the effort was been prevent from the progress because of its lack of speciality in the global