In 2001, Pakistan accounted for a mere 15,768 arrivals into Malaysia. As a result, this market was not considered to be an important source market for tourists to Malaysia. However, over the past few years, the arrival numbers have really picked up and were recorded at 65,101 in 2010 (amounting to a growth of over 400 percent) over the last decade.
In 2011, this number stood at a very impressive growth over the year. Most of this growth has been a result of family travellers, as the average tourist from Pakistan wants to explore the world. "This spectacular growth in a short time span has ensured that is now a very important market for inbound tourism to Malaysia - and is very rapidly growing" said Dati Hj Azizan Noordin, Acting Director General, Tourism Malaysia Promotion Bureau.
"We believe this growth phase will continue for the next decade at-least as more and more tourists from Pakistan warm up to the notion of international leisure," said Dato' Hj Azizan while addressing a gathering of the media here.
Noordin said that in keeping with this expected growth from Pakistan, Tourism Malaysia has planned a campaign for 2012 that showcases what Malaysia as a destination has to offer to families. From pristine beaches and million year old forests to luxury spas and villas and a myriad of shopping delights. And then there is the cuisine - an ethereal blend of Asian influence, Malaysia boasts of some of the finest dining on offer anywhere in Asia. Tourist from Pakistan are also taken in by the warm friendliness of Malaysian people, welcoming the nature and delight they feel when they take care of visitors to their country.
He said, "Since 2007, the growth phase has really started. Our efforts now are to reach out to both the consumers with our offering and to the trade in Pakistan with business proposals and discussions". We see experienced and discerning travellers segment growing rapidly and it is our endeavour to showcase all natural splendour and manmade wonders that we have to offer.
Concluding, the acting DG, Tourism Malaysia Promotion Bureau said that to them Pakistan is the 3rd largest source market in South Asia and the most important visitors on account of our strong social and cultural connect and their propensity to seek the good life.
Beyond advertising in the Mass Media as part of its consumer connect program, Tourism Malaysia has initiated a B2B program where local suppliers from Malaysia meet and discuss business on one to one basis with travel agents from the region. This road show will unveil itself in Karachi where travel agents and product owners from Malaysia will interact with their travel counterparts in Pakistan to develop commercial understandings.
Tourist information suggests that tourist from Pakistan are now staying longer in Malaysia, measured at 6.5 in 2009 and are amongst the higher spenders in Malaysia. So, while most of us dream of that magical holiday that combines the finest that nature and man has to offer in the destination (and yes at an affordable price), we should consider Malaysia. After all, every dream does need a destination!-PR