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Tourism Malaysia plans road shows and ad blitz to promote MICE tourism

10-June-2004
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Tourism Malaysia plans road shows and ad blitz to promote MICE tourism

Buoyed by the record surge of 12 percent arrivals to Malaysia from India during Q1 of 2004 compare to Q1 of 2003, Tourism Malaysia has embarked on a new strategy to promote MICE Tourism from India.

The competitive package launched by Tourism Malaysia in April in association with Myanmar Airways has contributed to substantial increase in Indian Tourist Traffic to Malaysia in Q1 which is normally considered a lean tourist season. Enthused by the success of this joint marketing initiative, Tourism Malaysia has extended this six day five night package covering Malaysia and Myanmar for Rs. 19999 to September 30.

Malaysia Tourism is now leveraging on its successful concept of dual marketing to promote MICE tourism. “The extension of the package is perfectly timed as the Indian corporate MICE movement is primarily between July and September,” says Roslan Abdullah, director tourism Malaysia. Adds Manish Rastogi, manager sales and marketing, Myanmar Airways, “the success of the package has encouraged us to explore further possibilities of joint promotions with tourism Malaysia with additional destinations in Myanmar and Malaysia”.

According Roslan, Malaysia tourism is sending a delegation of hoteliers and MICE organizations to Delhi, Mumbai and Chennai between June 22 – 26 for marketing MICE tourism. The delegations will give presentations to Indian corporates. Roslan told exchange4media that tourism Malaysia will also be organizing road shows in September / October, specifically targeted to the B – class cities of Northern India including Chandigarh, Ludhania, Lucknow, Shimla and Jaipur apart from Delhi to promote MICE tourism.

Tourism Malaysia according to Roslan will compliment road shows with a special print and television campaign. This campaign created by Naga DBB Agency of Malaysia will be run on CNN and AXN channels besides regional newspapers. With all these initiatives, tourism Malaysia hopes to achieve an annual growth of 20 – 25 percent in the arrivals from India this year.

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