MALAYSIA has embarked on a major drive to lure more UK holidaymakers away from neighbouring Thailand this year.
The Malaysian government has increased its budget for marketing the destination in the UK and plans for 2000 include a two-month-long roadshow, its biggest ever educational for up to 200 agents, fam trips for tour operators and a display at the Millennium Dome.
The events will be backed up by a new worldwide advertising campaign, Malaysia, Truly Asia, launched at World Travel Market ’99.
A spokesman for the tourist board, Tourism Malaysia, said: “I am not privy to the exact figures but I know there has been a big increase in the marketing budget for the UK this year.”
The UK is Malaysia’s largest long-haul market, accounting for 165,000 visitors in 1998. Tourism Malaysia said it believed visitor numbers were higher last year and this year should show a further increase.
“Tour operators are reporting a significant increase in demand from customers wishing to go to Malaysia, which is down to the fact that hotels are now more competitive than those in Thailand,” said the spokesman. “In Thailand, prices are going up by 10% this year, making Malaysia even more competitive.”
Prices for a week-long package to a Malaysian beach resort start at less than £400 per person with Malaysia Airlines’ tour operating arm Golden Holidays, and less than £500 booked through a UK based operator.
In anticipation of increased demand from the northwest of England this year, Malaysia Airlines has decided to increase capacity on its three times a week service from Manchester to Kuala Lumpur by axing its stop in Munich from March.
The Tourism Malaysia spokesman said:”This will double capacity from the UK and knock two hours off the total journey time, bringing it down to less than 13 hours.”
n The Malaysia Tourism Promotion Board has officially changed its title to Tourism Malaysia, a name which was first introduced for marketing the destination overseas in 1994.