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19th November, 2008
KOTA KINABALU: Sabah Tourism, Culture & Environment Ministry is shifting its focus to emphasise more on domestic and regional markets in view of the changing trend in the industry caused by global economic downturn.
Citing a report by the United Nation World Tourism Organization (UNWTO), its Minister Datuk Masidi Manjun said the trend in tourism is expected to change with tourists opting either to travel less or to closer destinations as a way to cope with the current global recession.
In this view, he said the Ministry will multiply its effort on further exploring the market closer to home in particular neighbouring countries such as Singapore, Philippines, Indonesia and Brunei.
Taking cue from UNWTO confidence on global tourism industry’s ability to cope with current crisis, he said the State Tourism will also enhance its marketing in medium distance markets such as southern China and Australia.
Answering to a question from Datuk Mohd Ariffin Mohd Arif (Membakut) during the State Assembly sitting yesterday, Masidi said other measures are also being taken to strengthen the State tourism industry.
“To ensure the State tourism sector remains competitive, the Ministry has lined up several key strategies. This includes among others to focus on markets where direct flights to Sabah is available,” he said.
Towards this, he said collaboration with airline companies who provide flights to Sabah such as Malaysia Airlines, Air Asia, Silk Air, Dragon Air, Korean Air, Asiana Air, Royal Brunei Airlines and Cebu Pasific will be enhanced.
Marketing and promotional activities at destinations where low cost carrier (LCC) services is easily accessible would also be multiplied, said Masidi, adding that the number of travellers choosing cheaper carrier is increasing due to the global financial crisis.
At the same time, he said cooperation with five-star hotels would be further improved to encourage their active participation in strategy making and promotional activities towards making Sabah a premier MICE (Meetings, Incentives, Convention and Exhibitions) destination.
He informed the House that the MICE market still offer a huge potential to be explored particularly with customers from Singapore.
“The MICE market in Singapore is huge with 18 weekly flights available between Kota Kinabalu and Singapore to support it. This market could be further explored with additional four weekly flights to be available starting Dec 2 courtesy of another LCC, Jester Asia Airways,” he said.
Other measures to be taken is to have more promotional activities held in countries not affected with the current crisis in particular the United Arab Emirates.
On domestic approach, Masidi said the Ministry will boost collaboration with the Tourism Ministry Malaysia (TMM) through Zoom! campaign to attract visitors from peninsula and Sarawak.
He said promotional campaign to encourage Malaysian to travel within the country will be launched by TMM at the Rainforest Discovery Centre in Sepilok Sandakan this Nov 29.
To strengthen its promotional and marketing activities, he said the Ministry will also adopt a more innovative and creative promotional approaches both for domestic and international campaign.
“New products are also being developed to attract new market niche while investors are being encouraged to developed six-star accommodation services. Our front liners would also continue to be groomed to be more sensitive to the need and expectation of the tourists,” he added.
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