Tourism

Malaysia has long traded on its alluring mix of nature, tropical beaches, vibrant culture and modern cities to bring in tourists from the region and further afield – the collage of attractions summed up in its long-running “Malaysia, Truly Asia” advertising campaign. But as its neighbours refine their offerings, the country is facing increased competition for foreign visitors and their spending, even as it sets itself ambitious targets for the future. The government has identified tourism as a key growth area under its plan to transform Malaysia into a high-income nation by 2020. To do so, the sector is turning to new markets – China, India and the Middle East – and diversifying its products. This chapter contains an interview with Tunku Ahmad Burhanuddin, Group Managing Director and CEO, Themed Attractions Resorts & Hotels.