Malaysia, truly humdrum

ANOTHER Visit Malaysia Year (VMY) campaign is being planned for next year while 2015 will be the Year of Festivals. The government is allocating RM1.2 billion for operating and development expenditures for the next two years, including for promotion and advertising, to promote Malaysia as a preferred tourist destination.

If I recall correctly, this will be the fourth VMY campaign to be launched by the government; the first was in 1990, followed by another in 1994 and the third in 2007 to commemorate the country’s 50th Independence.

Deputy Prime Minister Tan Sri Muhyiddin Yassin, when opening the World Tourism Conference 2013 in Malacca recently, said the government was targeting a record of 28 million international arrivals, a number that is expected to generate RM76 billion in tourism revenue next year.

Themed “1Malaysia, Truly Asia”, Muhyiddin said VMY 2014 will “showcase the unique selling points of the country’s rich culture and heritage with many ethnic groups living in harmony”.

Seriously, what does our country have to offer in terms of attractions that other countries in the region don’t?

It is important for us to define our USP (unique selling proposition, unique selling point or unique selling product) as differentiation is one of the most important strategic and tactical activities in any successful marketing campaign.

A recent online survey by a private television station showed that its readers would most likely decide on their holiday destination based on the “attractions and activities at the destination” as well as price.

An American tourist I met in Bali five years ago said if this were his first time in the region, he wouldn’t stick to one country. With the attractive airfares and deals being offered by the national carriers and budget airlines, he would visit other countries, too.

But if he had already visited the region, he would make a return trip to the country that is to his liking.

Despite the bombings and terrorist threats against Westerners, this American and some of his friends had no qualms about returning to Bali. One just has to be smart and avoid places on the island where they could be a target of attacks, he said.

Or even in Thailand, for example. Despite the political instability in the country, tourists are not frazzled by it. They still go there in droves.

And, of course, Singapore is amazing. For an island republic that has no natural or cultural attractions, it has pulled in tourism receipts through its man-made attractions. In fact, it has at least one new tourism product every two or three years.

It is a shame that while we continue to harp about being steeped in local arts and culture, there is no one place in the city or even the country where one can find cultural performances being held on a daily basis, unlike the daily Kecak and Barongan performances in Bali.

Where can you go if you want to watch Zapin, Mak Yong, Ulek Mayang, Boria or Dikir Barat? Even in Kelantan and Terengganu, it is difficult to find Mak Yong or Ulek Mayang performances.

It will become a dying culture if no efforts are made to ensure that it will continue for generations to come. And what will we be if that culture, which is part of our birthright and our so-called tourism selling point, is gone?

And even if we were to shout about Legoland or Hello Kitty Town in Johor, we have to remember that we have a bigger competitor in Universal Studios in Singapore. And for those who have not visited the island in the past few years, they’ve opened the Gardens by the Bay and the River Safari to complement its Night Safari at the Singapore Zoo.

At the same time, while tourism officials and the industry think of (new) attractions to bring in (new) tourists to Malaysia, it would also be worthwhile to look at improving existing tourism products as well.

Although VMY 2014 also provides incentives to encourage investments in new four- and five-star hotels to ensure adequate supply of international standard accommodation, especially for the luxury and high-spending category, it would be good if the government also looked into the three-star and lower-ranking hotels, budget accommodation and home-stays.

Tourists, whatever category they are, look for accommodation that meet certain standards in terms of comfort and hygiene. Furthermore, only those travelling on business and conferences, where expenses are paid by their companies, will stay at luxury hotels.

Our tourism officials may have to put themselves in the shoes of the tourists first before they can successfully sell the country overseas.

It is a shame that while we continue to harp onabout being steeped in local arts and culture, it is a rarity to find such cultural performances being held on a daily basis.

Malaysia, truly humdrum