The Hindu Business Line : Malaysia lures European tourists visiting Goa

Tourism-hungry Malaysia is pursuing a co-branding proposal with the Indian government to lure Russian and European tourists from Goa into its rich and varied locales.

"We are trying a `one destination, two countries' concept (with Goa)" on the lines of a similar model Malaysia has with its ASEAN neighbours, said the Malaysia Tourism Minister, Mr Datuk Seri Tengku Adnan Tengku Mansor. He was briefing media from nearly 50 countries on the mega tourism blitz, Chitrawarna Malaysia 2007, in Kuala Lumpur last week.

According to tourism officials, some 50,000 Europeans, among them large Russian contingents, descend on Goa every year on hundreds of chartered aircraft. This is the market that Malaysia hopes to zap.

Special year

"We are working with the Goa tourism board to bring in chartered flights from Russia and Europe and promote Goa and Malaysia together," he said. These could also be Indian chartered planes. 2007 is a special year to that country as it celebrates both the `Visit Malaysia' year and the 50th year of its independence from the British.

This year, Malaysia has unleashed a 500-million-ringgit (around Rs 650-crore) mega tourism blitz across the globe. Around Rs 25 crore of that is in India. Tourism, contributing 10 per cent of Malaysia's total earnings, is its second largest industry.

This year's — Citrawarna — or `Colours of Malaysia', the annual national kaleidoscope of culture, craft and cuisine, was unveiled by the Malaysian Prime Minister, Mr Dato' Seri Abdullah Bin Hj Ahmad Badawi, in a glitzy ceremony.

Promotion projects

The yearlong promotion projects heritage cities, rainforests and national parks, beaches, islands, sports and adventure opportunities, shopping havens, spas, resorts and healthcare hotspots to global audiences and will last through August 2008.

The tourism minister said his country was sorting out mutual landings of airlines with India. Malaysia Airlines is also looking at increasing flights into India — up from the current 52.

INDIAN RIPPLES

Indian shoppers, holidaymakers and film producers are making small ripples in Malaysia's tourism sector. With 2.7 lakh landings in 2006, they have moved India two notches higher in Malaysia's top ten tourism markets and outstripped premium countries such as Australia and the UK. The number is expected to touch 3.5 lakh in 2007. India has been bracketed among top ten countries.

"This year, there are high expectations from India, along with China and the Philippines," a senior official of the Directorate General of Tourism Malaysia said. Indian tourists alone in 2005 generated RM 557.5 million (over Rs 700 crore) in revenue, according to spokespersons for their tourism department.

Film industry

The Indian film industry has been no mean contributor. Some 40 Indian films — Hindi, Tamil, Telugu and Kannada — have been shot or are to be shot in places such as Langkawi.

At least three Tamil films are shot in that country each year; Bollywood has shot sequences there for Don, Kabhi alvida na kehna, Hum kisi se kam nahin, Humraaz and Jurm. A dedicated single window handles international filming proposals.

Tourist numbers have grown from 7.4 million in 1990 to 17.6 million in 2006. This year, it expects 20.1 million landings that will generate RM 44 billion. Yet, Asia comprises mere ten per cent to ASEAN's 70 per cent of tourists.

Malaysia is also promoting the `second home' concept at affluent Western population to buy property and settle down in its cities.