The tourism industry is a significant contributor to Malaysia’s GDP, maintaining an average growth rate of 12% per annum since 2004.

Through the Tourism NKEA, collaborative efforts between the Ministry of Tourism and Culture, other Government agencies, and the private sector, have been enhanced to help secure Malaysia’s position as a leading tourist destination, focusing on leisure and business tourism. Twelve EPPs, clustered under the five themes of affordable luxury, nature adventure, family fun, events, entertainment and business tourism, were introduced in this NKEA to help meet the country’s targets by 2020.

List of EPPs
  • Legend
  • Operational
  • Work In Progress
  • Not Started
    NoEPPs2020 GNI (millions)JobsLocationStatus
    EPP 1
    Positioning Malaysia as a Duty-Free Shopping Destination7,838.364,294Nationwide 
    EPP 2
    Designating Bukit Bintang-Kuala Lumpur City Centre Area as a Vibrant Shopping Precinct in Malaysia1,159.214,546Kuala Lumpur 
    EPP 3
    Establishing Premium Outlets in Malaysia875.21,500Nationwide 
    EPP 4
    Establishing Malaysia Mega Biodiversity Hub (MMBH)1,486.92,919Nationwide 
    EPP 5
    Developing an Eco-Nature Integrated Resorts706.67,733Sabah 
    EPP 6
    Developing Cruise Tourism1,758.29,713Nationwide 
    EPP 7
    Targeting More International Events426.78,036Nationwide 
    EPP 8
    Establishing Dedicated Entertainment Zones (DEZ)740.45,614Nationwide 
    EPP 9a
    Developing Local Expertise and Better Regulating the Spa Industry374.13,540Nationwide 
    EPP 9b
    Golf Tourism147.21,220Nationwide 
    EPP 10
    Establishing Malaysia as a Leading Business Tourism Destination3,94716,720Nationwide 
    EPP 11
    Enhancing Connectivity to Priority Medium Haul Markets3,310.513,402Nationwide 
    EPP 12
    Improving Rates, Mix and Quality of Hotels5,528.764,424Nationwide 
    Business Opportunities

    The Tourism NKEA has identified three business opportunities to support the growth of Malaysia’s tourism industry. These opportunities are focused on food and beverage outlets, local transportation, and tour operators.

    • BO 1Food and Beverage Outlets
      Opportunities in the food and beverage market are available in most of the Tourism EPPs. Contributions to GNI are also expected to grow with the increase in tourist arrivals and shift towards high-yield tourists.
    • BO 2Local Transportation
      The Land Public Transport Commission (SPAD) will continue to address issues and provide opportunities to facilitate improvements to the taxi industry in Malaysia.
    • BO 3Tour Operator Segment
      In 2014, the Ministry of Tourism and Culture recorded a 10.2% increase in the number of tour guides (both City and Nature Guides) to 12,144. The number of City Guides increased from 8,455 to 9,228 while Nature Guides increased from 2,563 to 2,916. The number of tour operators in the country has also increased. Based on the business licences approved for Tour Operating Business and Travel Agency, a total of 4,984 licences were issued in 2014 compared to 4,563 licences in 2013.

      Tour operators will need to attend and complete the Travel & Tour Management Course (TTMC) for new licences and Travel & Tour Enhancement Course (TTEC) prior to renewal of their operating licences. The Ministry of Tourism and Culture will propose for these courses to be held more frequently to facilitate the growing number of tour operators.
    Economic Transformation Programme
    The ETP Transformation Story
    The Economic Transformation Programme (ETP) is a comprehensive effort that will transform Malaysia into a high-income nation by 2020.
    Copyright © 2013 Performance Management & Delivery Unit (PEMANDU)