Visit Melaka Year 2024 enhances the State ’ s status as a top-ofmind destination for both domestic and international tourists
COVER STORY
NOVEMBER-DECEMBER . 2023 | 11
Banda Hilir , Melaka .
‘ Mana lagi ? Melaka ler !’
Visit Melaka Year 2024 enhances the State ’ s status as a top-ofmind destination for both domestic and international tourists
BY FATIHAH MANAF
IN 2021 , the Gross Domestic Product ( GDP ) of the historical state of Melaka recorded RM41.8 billion , with a per capita income of RM44,610 . The services sector , which includes the tourism industry , contributed significantly to the State ’ s economy , contributing RM20.4 billion , equivalent to 48.8 per cent .
In 2022 , it received a total of 6.043 million tourists compared to 2.665 million in the same period in 2021 , indicating a remarkable increase of 3.378 million tourists or 126.76 per cent . Of this total , 5.637 million , or 93.27 per cent , were domestic tourists , while 406,517 , or 6.73 per cent , were international tourists .
“ The State has come up with the Visit Melaka Year 2024 ( VMY 2024 ) initiative to further strengthen the tourism sector in Melaka , with a target of welcoming a total of 18.7 million domestic and international tourists . The theme of the campaign is Mana Lagi ? Melaka Ler … ( Where else ? Melaka it is !),” shared Melaka Chief Minister , Datuk Seri Utama Ab Rauf Yusoh .
MUSLIM-FRIENDLY MELAKA
Rauf said tapping into the Muslim tourist market was seen as one of the key strategies to boost the tourism industry and revitalise the severely affected economy due to the pandemic .
“ Muslim-friendly tourism is a growing market in the tourism industry , prompting the Melaka government to emphasise the importance of Muslim-Friendly Tourism
Masjid Kampung Kling , Melaka .
and Hospitality ( MFTH ). The State consistently encourages tourism players in Melaka to expand Muslim-friendly offerings as a value-added aspect to the Islamic tourism or Muslim-friendly tourism industry in the country .
“ Additionally , the Melaka government will make efforts to introduce more Muslim-friendly tourism packages over time to attract a greater number of Muslim tourists to the State , especially from the Middle East and China , where there is a significant Muslim population .”
He believes Melaka ’ s allure to attract tourists , primarily Muslim tourists , lies in its rich historical heritage and architectural wonders , notably its unique mosques like Masjid Kampung Hulu , Masjid Tengkera , and Masjid Kampung Kling , which bear the influence of Chinese craftsmanship due to its past as a vibrant trade hub .
Notably , seven mosques in Melaka are designated national heritage sites , underscoring their historical importance , and an additional 56 heritage mosques are preserved under the Melaka Cultural Heritage Conservation and Restoration Enactment . The State offers heritage mosque trail pack-
ages , enabling visitors to explore and appreciate the distinct architectural and historical features of these mosques .
Melaka ’ s exceptional cultural harmony is also exemplified on Harmony Street , home to religious sites from various faiths , including Masjid Kampung Kling , Cheng Hoon Teng Temple , and Sri Poyatha Moorthi Temple , testifying to the peaceful coexistence of different communities . This unique coexistence is a compelling attraction for global tourists eager to witness the harmonious interplay of diverse cultures and faiths in Melaka .
“ To attract more Muslim tourists to Melaka , the State government will ensure that all premises are in good , clean , and comfortable condi- tion . We also prioritise friendly and efficient services for all tourists who visit the State with the motto “ Serve with a Smile , Think Tourism , and Act Tourism .”
Rauf shared that based on the latest information from the Halal Management Division , Department of Islamic Affairs Melaka ( JAIM ), updated on July 27 , 2023 , there were a total of 24 hotel premises that hold halal certification in the State .
“ In conjunction with VMY 2024 , the State government continues to encourage more hotels and accommodation establishments in Melaka to apply for halal certification to boost the State ’ s hospitality industry further .”
THE VISIT MELAKA YEAR 2024
The VMY 2024 campaign , from Jan 1 to Dec 31 , 2024 , aims to position Melaka as a premier global tourism destination .
The campaign ’ s objectives encompass boosting Melaka ’ s economic growth to benefit the local tourism industry and the community and enhancing its status as a top-of-mind destination for domestic and international tourists .
It aims to introduce innovative tourism products such as the Hot Air Balloon as a signature attraction and promote local community participation in the tourism sector through programmes like homestays and local handicrafts , contributing to the growth of small and medium-sized enterprises ( SMEs ) and cottage industries in Melaka .
In celebration of VMY 2024 , the Melaka government will organise a lucky draw , offering tourists who stay in Melaka for two nights a chance to win one of four cars . They will also provide VMY 2024 discount coupons , granting discounts of 10 to 30 per cent at various tourist attractions in Melaka throughout 2024 . To further enhance the VMY 2024 festivities , the State will set up the VMY 2024 Pavilion at the Melaka Heritage & Cultural Park Centre .
The government has also introduced the VMY Volunteers 2024 initiative , appointing youth aged 18 to 25 as tourism volunteers . These volunteers will be provided with information about Melaka ’ s history and tourist attractions to assist tourists and contribute to the success of VMY 2024 .
“ 2024 is an exceptional year for Melaka as we aim to strengthen Melaka ’ s tourism industry to a higher level of excellence and sustainability . With Melaka ’ s slogan - ‘ Bijak Laksana
Tuah , Berani Laksana Jebat ’, the State has formulated , organised , and planned various strategies to make
VMY 2024 a success . I hope VMY 2024 will revitalise the tourism industry in Melaka a n d benefit the entire community .” — R & R
Datuk Seri Utama Ab Rauf Yusoh