Tourism Malaysia: Creating 'Brand Malaysia'
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
The Successes and The Shortcomings
In the early 2000s, Tourism Malaysia's campaigns proved to be successful as was evident from the rise in tourist arrivals and tourist receipts. The average occupancy rates of hotels increased from 51.7 in 1999 to 65.5 in 2006. Malaysia's tourism sector also grew to become a significant contributor to the country's economy. In 2007, the Truly Asia campaign won three Gold Awards, in the Pacific Asia Travel Association (PATA) Gold Awards competition...
Exhibit I: The Lyrics of the Truly Asia Song
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