About the market:

In 1980, Malaysia attracted a modest 2.3 million international tourist arrivals, and even in 2001, the World Travel & Tourism Council (WTTC) referred to the country as ‘one of the world’s best kept tourism secrets’. But just a year later, by 2002, it was identified by the World Tourism Organization (WTO) as one of thirty emerging world destinations. In just two years, its arrivals have increased by over two million, totalling 15.7 million in 2004.

Malaysia relies heavily on a strong domestic tourism market, which surpassed its international arrivals in 2002. International arrivals are dominated by its neighbours; 60% from Southeast Asia in 2004,

The government has invested heavily in infrastructure since independence in 1957, and tourism is served by well-maintained highways, an extensive train network and modern airports.

But despite this and Malaysia’s obvious attractions – literally something for everyone – and tourism’s significant contribution to the economy, according to the WTTC TSA report in 2001, the country has struggled to achieve the kind of growth it deserves and falls short of its full tourism potential.

About Mintel’s research:

A Mintel TTA Country report, this publication offers industry professionals the chance to clearly evaluate Malaysia’s tourism prospects. Combining the latest tourism data from the most authoritative sources and Mintel’s own unique, independent analysis of market characteristics, it provides a level of market-explanation that can help create focused marketing and shape effective tourism policy at the highest level.