Love Harbour Melaka: Marketing on love to lure in tourists

Mythas Legacy and First Avenue Partners (Asia) has collaborated to launch Malaysia's first love-themed harbour, Love Harbour Melaka at The Riviera. This is in a bid to turn the tide for tourism in Melaka.With its unique theme centered on love, the attraction offers wedding planner services, bridal shops, and a stunning cross-century love theme pavilion.In addition, the harbour features classical European architectural design houses and businesses, which includes boutique hotels, wide range of food and beverage establishments, as well as various retailers and specialty shops. Mythas Legacy is also on the lookout for more tenants and businesses that can add value to the growth of Love Harbour Melaka.The project covers a total area of five acres with 100 units, and has RM$15 million planned for investments to promote the area. Construction of the Love Harbour Melaka began in 2015, and is set for completion this month.According to Hedki Heng, chief executive officer, Mythas Legacy, the new harbour strives to become a major tourist attraction both locally and internationally in a bid to boost tourism and economy in Melaka and the country.“Boasting impressive historical attractions and significance including the Straits of Melaka, being one of the most important shipping lanes in the world, linking many major economies and financial hubs in the region, the new harbour will be one of the major drawcards to what is already an outstanding tourism destination. Melaka has witnessed the increase of tourism as it reached 16.7 million last year – and upon completion of the Love Harbour Melaka this month, we target to hit 1.6 million tourism, annually," Heng said.“We are confident that the Love Harbour Melaka will attract tourists across the region. We target the revenue projection to be RM32 million in the first year, RM48 million in the following year and RM72 million in the third year,” Heng added.