Penang on Berlin Tourism Event

MFA | March 29, 2010 | 0 Comments

BERLIN, March 24 (Bernama) — The ‘greatest tourism show on earth’, as the ongoing Berlin’s International Tourism Bourse (ITB) is touted, has become the setting for a number of states in Malaysia at the gigantic Malaysia pavilion.

Penang is one such state, making a strong pitch as a tourism destination here by highlighting its heritage sites, its spicy and diverse cuisine and also medical tourism which the state hopes will lure more tourists in the future.

Penang Global Tourism Sdn. Bhd managing director Ooi Geok Ling said that she was networking at the ITB with tour operators, travel agents and other players engaged in the promotion of travel and tourism.

“I am here to promote Penang as a destination as part of the rebranding exercise. Penang like Singapore is an island but, unlike Singapore, Penang is a beach island. We offer sun and sea, clear blue pristine skies and a diverse cuisine that reflects the Malay, Indian and Chinese culinary cultures,” she said in an interview with Bernama at the Malaysia pavilion at the ITB.

This was the 36th time Malaysia participated in the annual tourism exhibition.

HERITAGE SITES PITCHED

“We are pitching here for our heritage sites. We have a ‘living’ heritage reflected in the melting pot of races and their cultural trappings. Food is one of the attractions of Penang. Tourism provides direct and indirect employment, and is a source of livelihood for many self-dependent people,” Ooi said.

Tourism, she stressed, was the second most important source of revenue after manufacturing for Penang.

“Indeed, tourism is the second largest contributor to the state’s GDP,” she maintained.

Penang attracts tourist, primarily, from the UK, Germany and Scandinavia but there is heavy traffic also from countries in its geographical proximity such as Singapore, China, Indonesia, Thailand, the Gulf, etc.

Penang, according to Ooi, was expecting more than half a million visitors coming directly from Hong Kong, Macau, southern region of China, Singapore, Bangkok, Jakarta, etc.

“We have direct air connections with these cities and countries.

“Also, Penang will be linked to Chennai in India and Bali in Indonesia by Air Asia which will launch its maiden service to both destinations in the near future,” she said.

During 2009, Malaysia saw a total of 23,546,863 tourist arrivals compared to 22,052,488 in 2008, indicating an increase of 7.2 percent.

The European market has proven to be a strong and viable source of tourists for Malaysia. It is the second largest contributor to visitor arrivals after Asia. For 2009, Malaysia registered 1,150,594 visitors from Europe with a 13.8 per cent growth compared to the previous year (2008).

PENANG WANTS TO EMERGE LEADER IN MICE EVENTS

After successfully hosting the massive AMWAY India Leadership 2009 event in Penang, the state is now aggressively marketing itself as a prime venue for MICE (Meetings, Incentives, Conventions and Exhibitions) events.

Ooi said that one of the most interesting heritage spots in Penang was the Street of Harmony which depicts today’s idea of 1Malaysia, although the street has existed since the last 200 years.

“We had this harmonious co-existence of various races two centuries ago. The street also reflects the true Southeast Asian character. It also has all the religious places close to the heart of people of various religions,” she pointed out.

The ITB event is a barometer for the trends in the tourism and travel trade that passed through its worst crisis following the global economic downturn which plumetted demand in the sector.

Nevertheless, like many Malaysian exhibitors at the show were saying, there were some “positive signs” discernible at the show.

MIXED SIGNS OF RECOVERY

Eric R. Sinnaya, the managing director of Langkawi-based Morahols Travels Sdn. Bhd. and a veteran of the ITB show, discerned “mixed signals” at the show. While he did feel some good vibes, he thought that full recovery would take some more time.

“Nobody can say yet with 100 percent certainty that the recession has finally bottomed out. But there are, naturally, also good signs to suggest that this year’s show is better than the last one,” Sinnaya told Bernama.

Sinnaya’s business comes mainly from France, Germany, Italy, etc. and he caters mainly to the incentive segment, providing a mix of culture, cuisine, laughter Yoga tourism, eco-tourism, etc.

“I am also looking increasingly at the Asian markets, given that the Asian continent is doing economically far better than other regions of the world. I am also trying to cut the costs resulting from the involvement of middlemen, and going directly to sellers. The saving in costs can thus be passed on to the end consumers,” he explained.

Malaysia, he said, is a good brand but “more needs to be done” through aggressive marketing and public relations to create an awareness for this outstanding product.

“After all, Malaysia used to be more attractive than Thailand at one time in the past. But we were overtaken by other destinations through aggressive marketing and branding, using private sector involvement and exploiting their strengths by working together,” he add