A major contributor to Malaysia's GDP, the tourism industry has sustained an average growth rate of 12 per cent per annum since 2004. The sector continues to fare well, with Malaysia representing the only Asian country to have made the cut in Lonely Planet's "Best in Travel 2014 – Top 10 countries", ranking 10th on the list. Malaysia was also ranked by Singapore's Crescent Rating as the world's best Muslim travel destination in 2013.
The Tourism NKEA will continue to focus on high-yield tourism, driving economic and employment growth for the nation. Targeting leisure and business tourism, the NKEA will also focus on growing tourist arrivals and receipts to stimulate the industry's contribution to the nation's economy.
The targets set under the Tourism NKEA will be achieved through the implementation of 12 EPPs clustered under fve themes: Affordable luxury, nature adventure, family fun, events, entertainment and business tourism.
Additionally, three Business Opportunities have been identifed within this NKEA, revolving around food and beverage outlets, local transportation and tour operators. The development of this NKEA, led by the Ministry of Tourism and Culture, is also supported by cooperation with other ministries, agencies and the private sector.