In 1990, Malaysia saw an annual increase of nearly 3 million tourists — results of its recently debuted campaign, Visit Malaysia Year (VMY). Intending to draw tourist attention to the distant Asian land, the country labeled an endangered species as its mascot and fervently broadcasted its planned events, highlighting festivals and exhibitions to catch an interested eye. The campaign was a wild success and the country went on to host two more VMY campaigns, one in 1994, and the other in 2007, each better than the last.
If asked, would travelers say it was the colorful festivals, natural wonders or cultural heritage that drew them in and effectively made Malaysia the tenth most visited country in the world?
Now, some 6 years later, the country is at it again. Set to launch Jan. 1, “Celebrating Malaysia… Truly Asia” beckons to travelers: Are you ready?