Malaysia ramps up tourism efforts in Singapore

As part of its Truly Asia campaign, the Malaysian tourism board has rolled out its latest campaign.

Tourism Malaysia has rolled out its latest push for Singaporean tourists. As part of its "Celebrating 1 Malaysia Truly Asia" campaign, an advertising campaign on Singapore’s public buses and tour coaches has been rolled out. These bus wraps feature Malaysia’s attractions such as the proboscis monkey and dive site Pulau Sipadan. Naga DDB worked on media buying and creatives for the campaign.

This is on top of events that will be held, including a three-day sales mission to Singapore since 17 June this week to promote Malaysia as a premier travel destination. The 24-member Malaysian delegation consisted of tour agents, hotel operators and product owners.

This sales mission also saw minister of Tourism and CultureYB Dato’ Seri Mohamed Nazri bin Tan Sri Abdul Aziz meeting with key drivers of the Singapore tourism trade industry as well as media. A travel mart session for the Malaysian sellers to meet with the Singapore buyers at the Ritz-Carlton Hotel was held on 18 June.

The campaign first began in 2013 with a series of year-long special events and activities.

The tourism board is planning to target consumers directly more. It has traditionally worked with media partners and travel agencies instead. “But then we realised that the majority of Singaporean tourists do not go on holiday to Malaysia on a package tour. So we decided to work directly with the consumers,” a spokesperson told A+M.

It is hoping to draw Singaporeans on culinary tourism as well. “We are also bringing celebrity chefs from Malaysia to Singapore so that Singaporeans and expats can get to enjoy authentic Malaysian cuisine,” said the spokesperson.

According to a statement by the Malaysian tourism board, this is expected to contribute to the Government’s target to receive 36 million tourist arrivals and RM$168 billion in receipts by 2020, as part of the Malaysia Tourism Transformation Plan (MTTP) 2020.

In the first three months of 2014, a total of 3.5 million Singapore tourists visited Malaysia, registering a hike of 10.2% compared to 3.2 million tourists for the same period last year, said the government agency.

The tourism board is still in the midst of a major creative pitch, with the aim of appointing a creative agency for its business for the next two years.