MALAYSIA is going for the high-end jugular with its new Luxury Malaysia branding, targeting key Asian markets and Europe. Speaking during a press conference to introduce the branding at ITB Berlin, Malaysia’s tourism minister Ng Yen Yen said efforts were being made to turn the country into a premier duty-free shopping destination, including the abolishing of all import duties on comestics, jewellery, watches and electronic goods starting this year.
Other initiatives implemented to draw high-end visitors include the organising of annual fashion and cultural events such as the 1Malaysia International Shoe Festival, as well as premier sporting events like the CIMB Asia Pacific Classic Malaysia golf tournament.
Junaida Lee Abdullah, deputy secretary general-management & monitoring, Ministry of Tourism Malaysia, said: “The Luxury Malaysia initiative will allow us to inform people abroad that you can have a luxurious holiday in Malaysia. We have a lot of potential to offer as a high-end destination, with plenty of first-class products , dining options, hotels and attractions, but they may not have been marketed so well before.”
Susan Soong, assistant general manager, Borneo Eco Tours Kota Kinabalu, said she was planning to introduce more luxury products soon. “Sabah has many tour operators catering to high-end clients, and also plenty of luxury jungle resorts and five-star accommodation options. Up to 40 per cent of our clients are high-end, ” she added.
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