Drawing insights from industry experts and seamlessly integrating them into business plans becomes pivotal for success in 2024 . Identifying key travel trends , emerging markets , and significant developments are instrumental for all destinations .

For travel businesses , including Destination Management Organisations ( DMOs ), hotels , travel agents , and product owners ,

responding strategically to these shifts is essential to capitalise on the unfolding opportunities .

In this Rest and Rehlah ( RnR ) issue , experts share their insights and uncover the latest trends and developments in the tourism industry , offering valuable perspectives to help tourism players prepare and stay ahead in their recovery journey .

Tourism Malaysia

CHANGES IN TRAVELLERS BEHAVIOURS

He explained that Chinese operators , affected by the ongoing impact of Covid-19 , need time to recover in business operations . The emphasis in China is currently on vigorously promoting domestic tourism due to its large market size . However , as they gradually resume international travel , the figures show a rapid increase . He stressed the importance of targeting the high-yield tourist segment in the China market .

“ The trends have changed . For the China market , it ’ s different from before . Previously , there were a lot of group-inclusive tours ( GIT ). Still , after Covid-19 , there ’ s been a shift towards smaller groups or free independent travellers ( FITs ) within their circles of friends and relatives . Large group tours are no longer the norm . Now , there ’ s a preference for experiential tourism and slow tourism . They want to have more meaningful experiences .”

Musa said today ’ s travellers primarily sought new experiences , exploring different restaurants and cuisines , visiting local landmarks , and attending traditional arts and cultural events . They are inclined towards experiencing cultural heritage and tend to be more adventurous .

“ In the post-pandemic era , the focus is on value for money . Travellers have become more price-conscious . They inquire about responsible tourism , questioning whether destinations contribute to pollution or align with Sustainable Development Goals ( SDGs ). Additionally , they seek flexible offerings and , of course , prefer multiple destinations .”

THE INCREASE OF CROSS-BORDER TOURISM

In addition to the resilience of domestic tourism , cross-border travel has become a key element in Malaysia ’ s efforts to rejuvenate its tourism sector . Examining the Southeast Asian region , Musa highlighted Vietnam as an emerging market for the

Datuk Musa Yusof

tourist generation due to the increasing middle-income group and positive economic growth . The rising number of middle-income individuals there has led to an increase in outbound travel .

“ As of April 1 , 2022 , we welcomed a MICE delegation from Vietnam . Vietnamese visitors come to the city for shopping and , to some extent , theme parks . Our primary focus in Asia is on Indonesia and Vietnam .

“ In Indonesia , we currently target the western and central regions , with plans to expand to the eastern part . Nusantara is opening up . With the ongoing development in Eastern Indonesia , which has a population base of about 40 million , we anticipate tapping into Kalimantan , Makassar , and other areas . While there is existing connectivity , it is not as extensive as in Sumatra and Java , so we need to enhance it .”

Musa highlighted the existing crossborder tourism between West Malaysia and Indonesia . There are 10 Customs , Immigration , and Quarantine ( CIQ ) complexes between Indonesia and Sarawak , with the largest being CIQ Tebedu and CIQ Biawak .

Many Indonesian travellers from that region typically use express buses to enter Malaysia .

Apart from Indonesia and Vietnam , Musa also identified Thailand , Singapore , and Brunei as critical countries for Malaysia ’ s cross-border tourism .

EXPLORING UNIQUE NICHES AND GRANTS

Regarding tourism development for 2024 , Musa highlighted the exploration of new tourism product niches by states in Malaysia . For instance , Perlis is focusing on developing its ecotourism sector .

Musa also expressed optimism about the positive impact of the visa liberalisation initiative on increasing arrivals . His message to local industry players is to embrace creativity and innovation , encouraging them to reinvent or refresh existing offerings to make them stand out . He emphasised the importance of introducing new products , such as those centred around ecotourism , sustainability , and astro-tourism , as seen in Sabah

“ In the postpandemic era , the focus is on value for money . Travellers have become more price-conscious . They inquire about responsible tourism , questioning whether destinations contribute to pollution or align with Sustainable Development Goals ( SDGs ). Additionally , they seek flexible offerings and , of course , prefer multiple destinations .”

and Taman Negara , Pahang .

“ We also emphasise business travellers for the bleisure segment , which combines business and leisure . These individuals may be attending MICE events or meetings , and we encourage tourism operators to focus on this segment .”

Musa said bleisure travellers might initially arrive alone , with family members joining them later . With this scenario in mind , shopping centres could provide these travellers with integrated tourism experiences , including theme parks , ice skating , cinemas , and spas . These initiatives to entice bleisure travellers help contribute to the development of retail space .

Musa also highlighted the Geran Stimulus Penerbangan Antarabangsa dan Charter ( GSPC ), allocated by the government at RM23 million in 2024 to revitalise the tourism sector . Charter and scheduled airlines seeking to increase frequencies or open new routes can apply for the grant . The funding supports marketing and promotion efforts , ensuring effective in-market marketing to boost plane occupancy .

Tourism Malaysia , formerly known as the Tourist Development Corporation , was established in 1972 and became the Malaysia Tourism Promotion Board in 1992 . Today , its primary mission is to promote Malaysia ' s tourism both domestically and internationally .