Malaysia launches new tourism brand

The Philippines can learn a thing or two from its Southeast Asian neighbor Malaysia, which is the world's ninth top tourist destination for 2010, according to the United Nations World Tourism Organization.

About 24.7 million tourists visited Malaysia last year, a far cry from the Philippines' 3.9 million, which the Department of Tourism (DOT) said is already a record high.Dato' Sri Dr. Ng Yen Yen, Malaysia's minister of tourism, said they are targeting 36 million visitors by 2020 and receipts as high as $1 billion a week.

And how are they planning to achieve that goal? Through a new tourism brand called "Luxury Malaysia," which packages the country as a premiere duty-free shopping destination for luxury goods.

"Usually when you say shopping, you think of Hong Kong, Singapore, Bangkok, and Paris," said Ng, who is currently in Manila to formally launch Malaysia's newest tourism brand.

"[In Malaysia] it's duty-free. DST (documentary stamp tax) free, VAT (value-added tax) free for all luxury items," she added.But there are exceptions. Cars, chocolates, cigarettes and heavy goods such as Pyrex kitchenware which Ng said, are not usually bought by tourists anyway, do not have tax exemptions.

"Luxury Malaysia" will serve as an add-on to the country's current tourism slogan, "Malaysia Truly Asia." Despite their successful campaign, Ng admitted that they have yet to attract more Filipino visitors."I blame myself and Malaysia for that, not you (Philippines). Malaysia has not been too promoted here," she said.

Last month, the DOT launched a campaign called "It's more fun in the Philippines" in a bid to attract more tourists to the country. It has so far been successful, with several Filipinos and foreigners posting their own versions of the slogan on social networking sites such as Facebook.

The agency's last campaign, "Pilipinas Kay Ganda," was scrapped due to a major industry outcry.Malaysia currently has a population of 28 million people, with 60% of them Muslims. The Philippines, on the other hand, has over 90 million people.

Source - abs-cbnnews