Mapping Malaysia's Resource Centres

180 MAPPING MALAYSIA’S RESOURCE CENTRES Introduction Malaysia Tourism Promotion Board (MTPB), also known as Tourism Malaysia was established through the Malaysia Tourism Promotion Board Act 1992. Its full focus is in promoting Malaysia domestically and internationally. Its key mission is to market Malaysia as a destination of excellence and to elevate the tourism industry into becoming a major contributor to the socio-economic development of the nation. Area of Expertise Promotion and Marketing of Malaysian Tourism. Strengths and Achievements Since its inception, Tourism Malaysia has run its course of promoting and successfully positioning Malaysia as one of the world’s leading tourism destinations. Tourism Malaysia successfully brought in more than 25 million tourist arrivals, generating RM84.1 billion in tourist receipts in 2018, making tourism a major economic driver for the nation. Currently, Tourism Malaysia has five regional offices and twenty-one Tourist Information Centres throughout Malaysia, thirty overseas offices and six marketing representative offices worldwide. MALAYSIA TOURISM PROMOTION BOARD (TOURISM MALAYSIA) Projects Undertaken (Domestic) In light of the unprecedented global pandemic of Covid-19, the postponed Visit Malaysia 2020 was the latest in a series of the iconic Visit Malaysia campaign. It was launched in line with the Malaysia Tourism Transformation Plan tasked with the objective of welcoming a total of 30 million tourists to Malaysia, registering an estimated RM100 billion in tourist receipts by the year 2020. The goal of Visit Malaysia 2020 was to unite all industry players to achieve this common goal, whilst simultaneously attracting tourists from all over the globe to experience first-hand the warm hospitality and numerous tourist attractions Malaysia is well-known for. Projects Undertaken (International) Official Partner Country to promote Malaysia’s culture and colourful nature in Berlin International Tourism Exhibition (ITB Berlin) 2019. T O U R I S M