Malaysia is a late entrant in the market compared to Singapore and Thailand, having set up only in June 2000. From 40,000 tourists in the nineties to 5,89,000 last year, the number of tourists from India has grown tremendously. We are optimistic about the coming year.
We are perfectly sandwiched between Singapore and Thailand and think that we are the best part of the sandwich – the filling.
For Indian tourists, the first activity is shopping, followed by soft adventure and sight-seeing. They feel at ease in Malaysia as everyone speaks English. Food is not an issue, neither is travelling.
Even during recession we saw a 7% increase in travellers from India. Compared to 2007, when the increase was almost 50%, it is not as high, but given that it was during the slump, we are not disappointed.
Average spend from India is US $140 a day, per person. Indians are one of the highest spenders. Globally, after taking into account the Asean countries, India sends out the second highest number of visitors to Malaysia. It’s second to China. In 2008, Indian travellers spent $400 million in Malaysia.
Out of some 2000 travel agents In India, at least half are selling Malaysia. As a national tourism board we play an active role in promoting our destination directly to the consumer. In addition to that, we organise fam trips for the trade and media. We have twice hosted a convention for Travel Agents Federation of India. While all regional players are strong, some agents tell us that the Far East is their bread and butter.
1. FIRST INTERNATIONAL HOLIDAY
For many Indians, Malaysia and other Far East destinations are the first choice for their first international holiday. We become the training ground for their holiday abroad. The 400 million strong middle income segment in India is our target.
About 70% Indian tourists in Malaysia are first time international travellers. This is where they stand in buffet queues for the first time and meet other international travellers.
2. GROUPS: MICE & WEDDINGS
Now, between 28-33% of all arrivals are for the MICE segment. If there is a conference for 300-400 people, the Far East becomes the first choice. Long haul destinations are not as convenient for this segment.
We are taking wedding planners to Malaysia on fam trips. One celebrity wedding we had there was of Sabeer Bhatia, the founder of Hotmail, in 2008. Wedding oganisers book entire islands for 300-400 people. We host 8-9 weddings each year.
3. TIER II & III CITIES
We are now doing promotions in Tier II and Tier III cities, which are feeding the metros. From our discussions with travel agents we understand that these cities are the main source markets during the holiday season. These are people who are not affected by the Sensex or the BSE. Agriculture income in not taxable and the desire to go abroad exists.
In West India, Pune, Nagpur, Indore are good. In the North, places such as Jaipur, Ludhiana, Chandigarh and Lukhnow are sources. In the South, it is Trichy, Coimbatore, Vaizag, Bengaluru, Mangalore and the textile belt. We have promotions directly to the consumer in all these places. If they are aware of the destination they can think of it the next time they plan to go abroad. The rest is left up to the agent.
4. ACCESSIBILITY
Accessibility was an issue earlier with only nine flights a week from India. Today, there are seven from Chennai alone. There are more than 30 flights daily from metros such as Mumbai, Delhi and Chennai. There are four from Bengaluru and three from Hyderabad. There are new entrants in the market, such as the recently launched AirAsia, which is planning 40 flights from India servicing Tier II cities including Kochi, Thiruvananthapuram and Trichy, in addition to Kolkata.
5. SOMETHING FOR EVERYONE
Most places on the West Coast such as Kuala Lumpur and Penang are hugely popular and Genting is practically like Makkah for travellers. The theme park destination is an established destination for the Indian market. Kuala Lumpur has been popular with its high rises and malls, so are duty free islands, which offer great shopping. We are a family destination and many Indians prefer soft adventure which is on offer.
6. THE LONG WEEKENDER
In Malaysia, hotels work with travel agents. We are promoting lesser known destinations within Malaysia by hosting fam tours for agents in experiential holidays. The repeat traveller, rather than going island hopping, is interested in going to one destination for 3-4 days. Between 30-35% Indians are repeat travellers now. There are good potential locations for travellers who don’t want to be where everyone else is.
7. THE PRICE ADVANTAGE
One of the pleasant surprises for Indian travellers is hotel prices. We don’t say we are
promoting budget hotels, because these are good three to four-star properties. You can get a 3-4 nights stay for $100-125 on a twin sharing basis. These are not run-of-the-mill budget properties, but are very competitive in prices when compared to Indian hotels.
COX & KINGS Packages
MALAYSIAN DREAM
Eight days/seven nights
Deal: Rs16,390 per person
Attractions: Langkawi, Genting Highlands and Kuala Lumpur offering a mix of beaches, hideaways and great shopping.
SUNWAY EXPERIENCE
Three days/two nights
Deal: Rs10,418 per person
Attractions: Sunway Lagoon Resort, Malaysia’s premier theme park, which offers the adventure rides for people of all ages.
A’FAMOSA ADVENTURE
Three days/two nights
Deal: Rs8,300 per person
Attractions: A’Famosa Resort
SCENIC PANGKOR
Three days/two nights
Deal: Rs13,044 per person
Package includes: Return Ferry Ticket Lumut–Pangkor–Lumut.
Attractions: Pangkor Island, with magnificent bays of sandy beaches fringed by a beautiful rainforest.
KOTA KINABALU EXPERIENCE
Three days/two nights
Deal: Rs7,073 per person
Attractions: Kota Kinabalu, marine and coral life, tropical islands and Mount Kinabalu.
EXPLORE TAMAN NEGARA
Three days/two nights
Deal: Rs17,745 per person
Attractions: Taman Negara, one of the oldest rainforests in the world.
DISCOVER KUCHING
Three days/two nights
Deal: Rs7,499 per person
Attractions: Kuching mild adventure, history.
All packages include: Accommodation including buffet breakfast, airport transfers and admission to the sightseeing as per itinerary, services of English speaking representatives. Rates calculated on dollar rates as on May 13, 2010. Air fare is not included.
Travel agents: All packages are commissionable to travel agents.
