May 2023

Eventhough 70% of our tourism are from Asean but I think Long Haul Market is very important 

Penetrating long-haul markets, including the US, UK, Europe, and Russia are vital for Malaysian tour operators for several compelling reasons:

• Diversification of Revenue Streams: Relying solely on domestic or regional markets can be risky, especially during economic downturns or unforeseen events like the COVID-19 pandemic. Expanding into long-haul markets provides tour operators with a more diversified customer base, reducing dependency on a single source of revenue.
  
• Higher Profit Margins: Long-haul tourists tend to stay longer and spend more compared to domestic travelers. They often have higher disposable incomes and are willing to invest in immersive and culturally enriching experiences. This translates into higher profit margins for tour operators.
  
• Seasonal Balance: Many long-haul markets offer opportunities for year-round tourism, which can help balance the seasonality that some destinations face. For example, European travelers often seek warm-weather destinations during their winter months, complementing the preferences of other market segments.
  
• Enhanced Brand Reputation: Successfully attracting and serving long-haul tourists from established markets can enhance the reputation and credibility of Malaysian tour operators. Positive reviews and word-of-mouth recommendations from international travelers can attract more visitors.
  
• Global Exposure: Establishing a presence in long-haul markets brings global exposure to the unique attractions and experiences Malaysia has to offer. This exposure can drive interest in the country as a whole, benefiting not only tour operators but also other stakeholders in the tourism industry.
  
• Economic Impact: International tourism contributes significantly to a country’s economy through spending on accommodations, dining, transportation, and activities. Attracting tourists from long-haul markets can have a substantial economic impact, creating jobs and supporting local businesses.
  
• Competitive Advantage: In an increasingly competitive global tourism landscape, tour operators that can cater to a diverse international clientele gain a competitive edge. Understanding and meeting the needs of long-haul travelers positions operators as versatile and adaptable.
  
• Cultural Exchange and Understanding: Tourism fosters cultural exchange and understanding between countries. When Malaysian tour operators welcome visitors from distant lands, they contribute to building bridges and fostering goodwill between nations.
  
• Sustainability Initiatives: International tourists often have a greater awareness of and demand for sustainable and responsible tourism practices. Attracting such travelers can incentivize tour operators to adopt environmentally friendly and socially responsible practices, contributing to the long-term sustainability of the industry.
  
• Networking and Partnerships: Expanding into long-haul markets can lead to valuable networking opportunities and partnerships with international travel agencies, airlines, and other industry players. These connections can open doors to new marketing channels and distribution channels.