groupassignment destination management compare vietnam destination development strategy with malaysia

Located in the Asia-Pacific region, which has recorded the highest growth in the number of tourists in recent years UNWTO, 2020, Vietnam has some advantages conditionsneededd for the boo

NATIONAL ECONOMICS UNIVERSITY

SCHOOL OF ADVANCED EDUCATIONAL PROGRAMS

GROUP ASSIGNMENT: DESTINATION MANAGEMENT

COMPARE VIETNAM DESTINATION DEVELOPMENT

STRATEGY WITH MALAYSIA

Group members:

Hoang Gia Khanh - 11219711 Luong Thi Lan Anh - 11210438

Do Thuy Duong - 11219675 Hoang Kim Giang - 11211748

Nguyen Thanh Long - 11213548 Nguyen Thi Bich Loan - 11219730 Nguyen Thi Thuy — 11215637 Nguyen Thi Hong Ngoc -11214360 Pham Anh Xuan - 11219831 Dang Thi Linh Trang - 11219814 Nguyen Tien Dat - 11219681 Hoang Thi Quynh Thu - 11219806

Class: POHE — Hospitality Management 63

Supervisor: PhD Hoang Thi Thu Huong

Ha Noi, 2023

TABLE OF CONTENTS

IH Implementation PÍan 2 2 2 221 121121122121 121212122112 21 211221512512 115 xe re 46

C COMPARE DESTINATION DEVELOPMENT STRATEGY BETWEEN

INTRODUCTION Tourism has an important role in economic development in many countries worldwide With development, tourism destinations should be more creative and unique, to produce competitive tourism destination Located in the Asia-Pacific region, which has recorded the highest growth in the number of tourists in recent years (UNWTO, 2020), Vietnam has some advantages conditionsneededd for the booming tourism industry such as the long history of culture, the social diversity including many rich and diverse cultural heritage in many different locations, the good geography, a diverse cuisine culture which includes many delicious foods ranked at the top of the Asian tourism field

Malaysia has a tropical climate which is generally warm throughout the year with temperatures ranging from 21° to 32° Celsius This natural endowment itself along with beaches and islands are some of the factors that attract tourists Malaysia’s greatest strength is its fascinating nature with year-round sunshine, cultural diversity, and friendly people Leisure, business-related events, and shopping are often the most attractive activities for tourists Entertainment: beach and island tourism are increasingly becoming some of the major areas where tourists spend much time Being strongly influenced by Eastern culture, Vietnam and Malaysia have some similarities in terms of culture, tourism as wandl as orientation for tourism destination development However, each country has its own unique and impressive culture and identity that makes a difference in policies and strategies for tourism destination development

This research intends to compare Vietnam and Malaysia’s destination development strategy Moreover, we may learn some important lessons for Vietnam's future tourism growth from Malaysia's experience growing its tourist industry

Regulations and management: There are regulations and rules in place to protect the environment, cultural heritage, and the rights of tourists

11.2 Economic

Tourism contributes significantly to Vietnam's economy The tourism industry generates income for the country through attracting foreign tourists, creating employment opportunities for the locals, and developing related tourism sA stables Stable economy, sound fiscal policies, and developed transportation infrastructure are important factors to attract tourists and promote the development of the tourism sector 11,3 Social

A stable and secure society is crucial in attracting international tourists Vietnam has a diverse and ancient culture, and the country is also famous for its unique cultural traditions Ensuring the safety and security of tourists is an important factor in attracting and maintaining the growth of tourist numbers

Unity and openness: Vietnamese people are known for their friendliness and welcoming attitude towards tourists from all over the world Tourists can interact with local people to gain a better understanding of their culture and way of life

Festivals and events: Vietnam has many traditional festivals and events, such as Tet Nguyen Dan, Hue Festival, and Bac Lieu Boat Racing Festival Tourists can participate and experience the lively atmosphere of these celebrations

11.4 Technological

Technology plays a vital role in the development of tourism The Internet and information technology have created many new opportunities for the tourism industry, allowing tourists to search for information, book accommodations, and purchase tickets online The development of technology can also enhance the tourism

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experience and management, from providing better services to customers to improving the efficiency of tourism businesses’ operations

Information technology: The development of information technology has brought many conveniences to tourists, from online hotel booking, and travel information search, to sharing experiences through social media

Mobile applications: Travel mobile applications have made it easy for tourists to search for information, navigate, book tickets, and find tour guides Vietnam also has popular travel apps like Foody, Grab, and Klook

1.2 Market analysis and assessment

1.2.1 Market share and performance

Market Share:

Vietnam has become a popular tourist destination, attracting both domestic and international tourists The country has seen a steady increase in the number of visitors, with a record 15.5 million international arrivals in 2018

The market share of international tourists has been growing steadily, with visitors from countries such as China, South Korea, Japan, and the United States contributing significantly to the overall Inarket share 2018, the number of visitors from Asia increased by 23.7 percent compared to 2017 to 12.1 million China accounted for the

majority at 4.96 million, up 23.9 percent, while the number of South Korean visitors increased the highest at 44.3 percent compared to 2017 to 3.48 million

Visitors from Europe and America increased by 8.1 percent and 10.6 percent, to 2.1 million and 903,800 respectively Tourists from Australia increased by only four percent in 2018 to 437,800, while inbound tourists from Africa witnessed a growth of 19.2 percent to 42,800

The number of visitors from only two countries witnessed a decline in 2018 Cambodia and Laos, both neighboring countries, witnessed a decline of 8.8 percent and 15.2 percent respectively

Market performance

e How is the tourism product performing

@ What are the overall dimensions of tourism demand and impact

e@ Market performance - e.g occupancy, visitor numbers

e Yield and profitability

e Peaks and troughs in demand, and periods of mismatch in supply and demand

® Potential sources for this information include National Tourism Survey on domestic and inbound visitors, Tourism Satellite Accounts (TSAs)

1.2.2 Market trends

According to data from Google's travel trend tracking tool, from the beginning of

2023 until now, the number of searches about Vietnam’s destinations has continuously increased at the top of the world, from 11th position to 6th position currently

Destination Insights with Google

Southern Europe Turkiye Manavgat

Southern Asia Greece Antalya

Western Asia Croatia Istanbul

Central Asia India Bengaluru

Melanesia haiy ©eee©©© Las Vegas

Micronesia ©©©©©© Vietnam | Tokyo

Northern America Israel New York

Western Europe Romania Rome

Eastem Asia Nonway Bangkok

South-easter Asia United States Barcelona

Figure 1.1 Ranking of Vietnam regarding the number of searches about

Vietnam’s destinations

Source: Google Trend, 2023

Accordingly, Vietnam has a growth rate of 10% to 25%, ranked 6th in the world, much higher than the general growth rate of Southeast Asia (-10% to 10%) With this result, it is not surprising that Vietnam is the only country in Southeast Asia in the world's leading high-growth group The remaining countries ranked at a much lower position: Indonesia (18), Thailand (19), Malaysia (21), Philippines (23), Singapore (30)

1.2.3 Customer profiles

Analyze the characteristics and preferences of tourists visiting Vietnam Consider factors such as age groups, nationalities, travel purposes (e.g., leisure, business, adventure), and their spending patterns

1 Age groups:

Vietnam attracts tourists of various age groups Younger travelers, aged 18-30, often seek adventure, backpacking experiences, and budget-friendly accommodations Middle-aged tourists, from 31-50, tend to focus on cultural exploration, food, and historical sites Older travelers, 51 and above, are more inclined towards leisure activities, relaxation, and luxury experiences

2 Nationalities:

Vietnam is popular among tourists from various countries The most common nationalities visiting Vietnam include Chinese, South Koreans, Americans, Russians, Japanese, Australians, and Europeans (especially from France, Germany, and the UK)

3 Travel purposes:

The purposes of travel to Vietnam vary among tourists Leisure tourism is the most common, with travelers visiting for vacation, beach activities, exploring cities like Hanoi and Ho Chi Minh City, and experiencing the country’s rich culture and heritage Business tourism is also significant, particularly in major cities where conferences, exhibitions, and trade events are held Adventure tourism is gaining popularity, attracting tourists seeking activities like trekking, scuba diving, motorbike tours, and exploring Vietnam's natural landscapes

1.3 Assessment of tourism resources and services

Tourism Attractions: Vietnam is indeed a country with great potential for tourism development Its favorable geographical location, diverse climate, and natural landscapes make it an attractive destination for travelers With over 3,000 kilometers

of coastline and more than 125 beautiful beaches, Vietnam is known for its stunning coastal areas Additionally, the country is home to many national heritages, including landscapes and historical sites Eight of these have been recognized by UNESCO as world heritages, such as the famous Ha Long Bay, Hoi An Ancient Town, and Hue Monument Complex

Vietnam also takes pride in its intangible cultural heritage Currently, UNESCO has recognized nine Vietnamese intangible cultural heritages, ranging from traditional music and singing styles likDinha Nhac Cung dinh Hue and Quan Ho Bac Ninh Folk Songs, to unique festivals and rituals such as Giong Festivals and the Worship of the Hung Kings Not only does Vietnam offer cultural and historical attractions, but it also boasts impressive natural reserves and geoparks

With eight world biosphere reserves, including Can Gio Mangrove Forest and Cat Ba Island, Vietnam showcases its rich biodiversity and preservation efforts The

Dong Van Karst Plateau Global Geopark in Ha Giang province is another highlight, recognized by UNESCO for its geological significance Lastly, Vietnam has four UNESCO-recognized Documentary Heritages, which are important cultural artifacts These include the Woodblocks of the Nguyen Dynasty, 82 Stone Stele Records of doctoral laureates in Van Mieu-Quoc Tu Giam, Vinh Nghiem Pagoda's Woodblocks, and Imperial Records of the Nguyen Dynasty

1.4 Assessment of supportive infrastructure and services

Airports: Vietnam has several international airports, including Tan Son Nhat International Airport in Ho Chi Minh City, Noi Bai International Airport in Hano1, and

Da Nang International Airport These airports are well-connected to major cities around the world, making it easy for tourists to access different regions of Vietnam Road network: Vietnam has been continuously improving its road network, which makes it easier for tourists to travel within the country Major highways connect different regions, and well-maintained roads make it convenient for tourists to explore various attractions

Public transportation: In major cities like Hanoi and Ho Chi Minh City, tourists can use public transportation systems such as buses and metros to get around These modes of transport are affordable and relatively efficient, making it convenient for tourists to navigate these cities

Accommodation: Vietnam offers a wide range of accommodation options for tourists, from luxurious hotels to budget-friendly guesthouses Most popular tourist destinations have a variety of accommodation choices, ensuring that visitors can find something that suits their preferences and budget

Tourist information centers: Tourist information centers can be found in major cities and tourist hotspots in Vietnam These centers provide tourists with maps, brochures, and guidance on local attractions, transportation, and activities They also offer assistance in booking tours and arranging transportation

Internet and communication infrastructure: Vietnam has a reliable internet and communication infrastructure, which allows tourists to stay connected and access information easily Many hotels, restaurants, and cafes offer free Wi-Fi, and mobile data services are widely available

Safety and security: The Vietnamese government has taken measures to ensure the safety and security of tourists Police presence is visible in major tourist areas, and efforts have been made to enhance security measures in public spaces

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1.5 Assessment of industry structure and rivalry

L5.1 Current and future competitors

Thailand: Thailand is one of the most popular tourist destinations in Southeast Asia and offers a wide range of attractions, including beautiful beaches, historical sites, and vibrant nightlife

Malaysia: Malaysia is known for its diverse culture, modern cities, and natural attractions such as the rainforests of Borneo and the iconic Petronas Twin Towers in Kuala Lumpur

Indonesia: With its stunning beaches, ancient temples, and rich cultural heritage, Indonesia, particularly Bali, remains a popular choice for tourists looking for a tropical

getaway

Cambodia: Cambodia is home to the famous Angkor Wat temple complex, which attracts millions of visitors each year The country also offers a unique blend of history, culture, and natural beauty

Philippines: The Philippines boasts beautiful islands, crystal-clear waters, and a variety of outdoor activities such as hiking, diving, and surfing Its natural beauty and friendly locals make it a popular destination

Singapore: Although a small country, Singapore is a major competitor in the tourism industry Known for its modern cityscape, diverse cuisine, and world-class attractions like Universal Studios and Gardens by the Bay

Laos: Laos is a landlocked country that offers a tranquil and laid-back atmosphere, along with stunning natural landscapes, ancient temples, and a rich cultural heritage

Myanmar: Formerly known as Burma, Myanmar has become increasingly popular among tourists in recent years Visitors are attracted to its ancient temples, untouched landscapes, and unique cultural experiences

South Korea: South Korea has seen a surge in tourism in recent years, driven by the popularity of its K-pop music, Korean dramas, and its rich cultural heritage The country offers a mix of modern cities and traditional attractions

China: China is a vast country with a diverse range of attractions, including the Great Wall, Terracotta Warriors, and cosmopolitan cities like Beijing and Shanghai It offers a unique blend of ancient history and modern development

1.5.2 Synergies with other destinations

Vietnam is a country filled with diverse landscapes, rich history, and vibrant culture, making it an ideal desSome several neighboring countries and destinations complementinations that complement Vietnam perfectly, offering unique experiences and adding to the overall itinerary Here are some synergies with other destinations that tourists can consider when visiting Vietnam such as Thailand, Laos, Campuchia 1.6 SWOT analysis

Hasoflong history for over 4000 years, with a diversity and abundance of cultural traditions, culinary elite, and the religious life of an Eastern nation Vietnam has 54 ethnic communities, it is diverse and rich with many traditional festivals, culture, and cuisine across the country Each ethnic community has a unique culture and cuisine that contributes to the rich and diverse Vietnamese Culture and cuisine as a colorful picture, highlighting the unique identity of each ethnic goup and region

Vietnam has a stable political security background, which is also a favorable factor for tourism development Besides, along with the image of a high openness, a dynamic and fast-growing economy with the participation of free trade agreements with many countries and regions around the world, Vietnam has proved to be a country with an increasing influence on the world economy Economic policies are supporting the growth of tourism This is also an advantage for the tourism industry to continue develbasedstrongly based oneconomic growth

Owned a fast-growing economy, the Vietnamese government invests more and more in infrastructure, planning large-scale resorts and high-class hotel systems.Many projects of transport infrastructure, telecommunications infrastructure ,and synchronous service infrastructure for tourism have been built and upgraded in recent years In general, the national infrastructure system can well support the development

of the tourism sector Besides, located in the Asia-Pacific region, Vietnam has benefited from the rapidly growing middle class in this region and relies on a high balance ofnaturale ane cultural resources to generate tourism demand

Viet Nam has a quite large population and a huge young labour force Besides, the young dynamic population and the hospitable nature of the people are also strong points for the development of tourism Besides, fast economic growth leads to an increase in income per capita that can help the Vietnamese people to travel more in the future A huge community of overseas Vietnamese people, it is calculated as 5 million people now residing in many developed countries

1.6.2 Weaknesses

The diversity of tourism products is still limited Tourism businesses have not got enough creative and innovation to exploit the available tourism resources of the country Lack of a night-time economic strategy that could not provide activity taking place in the evening including cuisine, entertainment, and culture at night The poor status of services leads to tourist spending being quite lower compared to other countries in theSoutheast Asia region Besides, the loyalty of foreign tourists has been very low because of the small rate of visitors returning in recent years

Although the infrastructure system has been invested in, however, it still does not meet tourism development demand The overcrowding and overload in airports, urban areas, and the lack of highways to connect provinces, have limited the "booming trend" of theVietnamese tourism sector for recent years The problem of traffic congestion due to a large number of passengers, the lack of connecting infrastructure also creates challenges that can decrease the competitiveness of Vietnamese tourism Environmental pollution is a problem of the tourism business system and also a highlighted weakness of the Vietnamese tourism industry Pollution leads to food unsafety and increases the costs to ensure cuisine safety inspections to attract tourists Despite having an abundant labour force, however, there is a shortage of professional and high-class human resources.In general, the management skills of businesses have not yet met the competitive requirement and integration trend Besides, communication skills are one of the most significant weaknesses among Vietnamese employees in the tourism sector There is still a lack of guides fluent in foreign languages and the current human resource only meets about 70% of the labour demand

1.6.3 Opportunites

The high openness policy of the economy can help to attract more and more international resources coming to Vietnam.Connected to economic exchange activities and investment relationships, tourism also has the opportunity to have more

international capital sources to develop the tourism business system and accommodation infrastructure

Have huge benefits from the fast growth of the Asia-Pacific region Southeast Asia is receiving more interest from global tourists, it can make a positive and significant impact on the Vietnamese tourism industry.Increase interest in Southeast Asian countries can bring great opportunities to take advantage of this to exploit the available tourism resources in Vietnam

The increasing security instability in many important territories and tourism markets worldwide is also a good opportunity forVietnam to take advantage of the stability of its society to increase international tourists visiting in the near future The development of information technology on the Internet platform in the context of the Industrial revolution 4.0, it has created great opportunities for developing countries (such as Vietnam) to strongly and effectively promote images and tourism services promote tourism development

1.6.4 Threats

The competitive level is rising from other countries in the Asia-Pacific region Vietnam's tourism industry is still in the beginning development process with low management skills, which has forced the tourism industry to improve its competitiveness in order to catch-up with the development of leading countries in the Asia-Pacific region

Destroyed landscapes, deforestation, natural disasters, and epidemics in Vietnam have been complicated over the years There are many restaurants, hotels, and resorts that elude investing in waste treatment systems as one of the causes leading to the pollution of the marine and tourism environment Besides, the rapid urbanization of the provinces also creates great challenges for the development of aVietnamese tourism industry imbued with an Eastern identity Finally, climate change has brought many risks for tourism development in some tourism sectors in the lowland areas such

as the Mekong Delta of Vietnam

Tourism development can increase income inequality among regions If the government has not got inclusive economic development policies, tourism growth may

be a factor creating instability in society because of the conflict between rich and poor people

The instability of the global economy There was some financial and economic crisis with cycles as ten years per time In the context of a high level of globalization,

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Vietnam's tourism will get easily stuck in the international economic crises Besides, the much depending on a specific region is also a threat to Vietnam's tourism when the vast majority of international visitors to Vietnam originate from NortheastAsia, by 60% in 2018 (VNAT, 2020)

The risks for community health There are some infectious disease outbreaks that have increased significantly in recent decades, and when tourism and travel activities rapidly rise, the global spread of the diseases will be expected to grow fast

Il Strategic framework

2.1 Vision, growth objectives and targets, core value

Total revenue from tourists: Reaching 1,700 - 1,800 trillion VND (equivalent to

77 - 80 billion USD), an average growth of 13 - 14%/year; Direct contribution to GDP

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By 2030

Vietnam has become a particularly attractive destination, one of the top 30 countries with the world's leading tourism competitiveness, meeting the requirements and goals of sustainable development

Total revenue from tourists: 3,100 - 3,200 trillion VND (equivalent to 130 - 135 billion USD), an average growth of 11 - 12% per year; Direct contribution to GDP reached 15 - 17%

Create about 8.5 million jobs, including 3 million direct jobs, average growth of 8-9%/year

Regarding tourists: Strive to welcome at least 50 million international arrivals and 160 million domestic arrivals; maintaining the average growth rate of international visitors from 8-10%/year and domestic tourists from 5-6%/year

By 2030, the country aims to welcome 35 million international visitors, with a growth rate of 13 - 15% per year, while serving 160 million domestic tourists, with a growth rate of domestic tourists at 4-5% per year

2.2 Positioning and branding strategy

Positing Vietnam as a leading attractive tourist destination in Southeast Asia, affirm the brand and competitiveness of Vietnam’s tourism, and contribute to the implementation of the Vietnam tourism development strategy by 2030

Vietnam's tourism sector will strengthen and increase the awareness, understanding, interest, and satisfaction for Vietnam’s tourist attraction, thereby affirming Vietnam as an attractive, quality, and sustainable destination that is the first choice in target markets and can satisfy high-spending, long-stay guests

Regarding the positioning of the national tourism destination brand, continuing

to highlight the core values of the Vietnamese tourism brand associated with the potential, national advantages, cultural identity, unique cuisine, heritage long history, warm people, beautiful landscape, connected with emotional and spiritual factors of

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tourists, ensuring unique, original and authentic travel experiences In addition, ensuring consistency in the brand system, linking Vietnamese tourism brands with regional tourism brands, local destination brands, and tourism product brands Ensure consistency in the brand system

2.3 Target market strategy

2.3.1, International tourist market

In the period of 2022-2025, the traditional markets will be restored; combined

to attract emerging markets: India, Middle East countries

In the period 2026-2030, maintain and expand the scale of traditional markets: Northeast Asian countries, Europe, ASEAN region, North America, Russia, Oceania; increase market share of customers with high spending capacity; diversify markets towards sustainable development

Having a market segmentation policy, with separate themes, messages and products for each market segment

Priority markets and market segments:

+ Southeast Asian market: Tourists from big cities, business tourists, MICE visitors, visitors, tourists, tourists traveling in groups or families

+ Northeast Asian market: Business tourists, MICE guests, visitors, resorts, golf tourists, family guests, retired guests, single women, office workers, students, students + Western Europe, North America, Northern Europe, Russia, Australia markets : Customers who come with families with children, travel a lot, have the ability to spend, love to explore, relax, middle-aged guests with jobs and stable income; guests traveling in pairs like to explore, learn about culture and history, resort, eco-tourism; Elderly guests have time, like to learn about culture and history, resort, visit scenic spots, travel responsibly

+ Potential markets include India, Middle East, Eastern Europe, South America: Potential middle-class and high-quality customers; visitors, relax, experience local culture

2.3.2 Domestic tourist market

In the period of 2022-2025, recover and maintain the growth momentum of the domestic tourist market

In the period 2026-2030, continue to promote the exploitation of the domestic market, diversify the target market segments including family, youth, education,

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corporate, and MICE Focus on promoting the number of guests using accommodation services, tourists traveling in the low season

2.4 Suitable product portfolio

Regarding tourism products, focus on marketing the main groups of tourism products, including Sea and island tourism; Cultural tourism; Ecotourism; and Urban tourism, in which, focus on key tourist cities such as Ha Long, Nha Trang, Phan Thiet, Phu Quoc, Da Lat, Sa Pa; linking tourism with night-time economic development

In addition, promoting the development of new types and products of tourism such as tourism combining medical treatment and health care; agricultural and rural tourism; industrial tourism; sports tourism; products serving the diverse needs of tourists such as MICE tourism, educational tourism, yacht tourism, beauty tourism Ill Implementation Plan

3.1 Development program and implementation plan

Objective I Continuing to renew awareness and thinking on tourism development Action:

a) Fully aware of tourism as a comprehensive service economy, deeply human and cultural, making a major contribution to economic integration, creating motivation for other industries to develop efficiency of economic, cultural, social, environmental, political, foreign, and security results and national defense

b) To vigorously renew tourism development thinking in accordance with the law

of market economy, meeting the requirements of tourism development into a key economic industry

c) Raise awareness of people, businesses, and communities in civilized and friendly behavior with tourists and protect images and the environment, contributing to sustainable development, constantly improving prestige and trade brand and attraction

of Vietnam tourism

Objective 2 Completing institutions and policies for tourism development a) Review, amend, supplement and improve institutions, policies and laws to create favorable conditions for tourism development

b) To promulgate preferential policies on land, taxes and credits to mobilize investment resources in tourist clusters, tourist development motivation areas, national tourist resorts, and areas with tourism potential

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c) Promote public-private partnerships and integrated governance models of public and private sector, business people and local communities in sustainable tourism development, establish favorable conditions to create favorable business environment, stimulate innovation, create start-up businesses, develop business forces, form many strong branded tourism businesses; support small and medium enterprises, tourism business households to acquire new technology, digital skills and access to finance

d) Prioritizing resources for planning, human resource training, market research, promotion and development of tourism products; developing community based tourism; protect natural resources and the tourism environment

d) Continue to improve the policy to facilitate entry, exit and travel for international tourists; create conditions for domestic and international airlines to open new routes and directly connect Vietnam with key and potential tourism markets e) Complete the regulations to manage and develop new business models in the tourism sector in accordance with the actual conditions and situation

Objective 3 Development of infrastructure, material and technical facilities in service of tourism

Action:

a) Rapid development of modern and synchronous infrastructure; focusing resources on transport infrastructure investment in tourist clusters, areas of tourism development, national tourist areas and areas with tourism potentials, improve traffic connection to tourist areas, tourist spots; Investing in stopping and resting points on road routes

b) Upgrading, expanding and speeding up the construction of new airports; to build specialized seaports and inland ports for tourists; quickly improving infrastructure, quality of railway services to develop tourism

c) Renewing and completing the information technology infrastructure system, speeding up the implementation of digital transformation in the tourism industry; digitizing information and documents about destinations, building digital content stores, aiming to form and develop an intelligent tourism ecosystem

d) Attract social resources, investors with modern and environmentally friendly technologies to invest in the construction of material and technical facilities of the tourism industry, especially accommodation establishments and entertainment playing establishments, high-class resorts, suitable with the needs and new tourism trends d) Focusing on investment, forming large-scale, modern conferences, exhibitions, shopping, sports, entertainment centers in the areas of tourism development motivation

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Objective 4 Development of tourism human resources

Action:

a) To develop tourism human resources according to a rational structure, ensuring the quantity, quality and balance of the occupational structure and training level, meeting the requirements of competition and integration; adopt policies to encourage the development of comprehensive human resources and labor markets, improve the quality of tourism human resources in both state management, business administration and tourism vocational skills, with a focus on training senior management personnel and skilled workers

b) Diverse forms of training; promote socialization, encourage businesses to participate in training tourism human resources; focus on training skills and soft skills for the workforce directly serving tourism, especially the team of tour guides and tour speakers; organize training and retraining of knowledge and skills for communities involved in tourism business and contribute to the promotion of local tourism destinations and images

c) Strengthen the capacity of high-quality tourism vocational training institutions and schools in the areas of tourism development motivation

d) Encouraging the formation of a team of volunteers to guide and support tourists

Objective 5 Developing and diversifying tourist markets

Action:

a) Regularly investigate and research the market, needs, and tastes of tourists, building a database of the tourist market

b) Diversify the international tourist market

Continue to attract guests, expand markets with the ability to grow quickly, have

a large source of visitors, have high spending and long stay

Focus on attracting tourists from markets: Northeast Asia, Southeast Asia, Australia, North America, Western Europe, Northern Europe, Eastern Europe, and the Russian Federation

Interested in developing new and potential markets: Middle East, Southern Europe, South America, South Asia (India); expanding potential markets, increasing the number of tourists traveling abroad every year

c) To strongly develop the domestic tourist market

Pay attention to and create favorable conditions for people of all classes to visit, travel and relax in the country; promote the tourism market in combination with traditional education, cultural, historical and ecological exploration

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Regularly research and grasp market trends to promptly meet the needs and new tastes of domestic tourists

Promote the development of the market for tourist resorts and weekend tourism

in association with health care, education, cultural and historical research, ethnic cultural experiences, and enhancement of cultural exchanges among regions Reorient the market for festival tourists and spiritual culture in the direction of combining harmoniously with other purposes to overcome the seasonality

Objective 6 Developing tourism products

Action:

Focus on developing tourism products of quality, diversity, difference, high added value and increasing tourist experience based on the advantages of resources of each region and locality, in accordance with market needs and improve the competitiveness of Vietnam's tourism

To strongly develop key tourist products with advantages of Vietnam's tourism in association with tourism development areas:

+ Prioritizing the development of tourism products for sea and island resorts, sport tourism and marine recreation in conformity with the orientation of the Vietnam Marine Economic Sustainable Development Strategy To concentrate resources on investment in the development of a number of high-class tourist centers and resorts with strong brands in the international tourist market

+ To attach importance to developing cultural tourism products, in association with preserving and promoting the values of national cultural, historical and traditional heritages; focus on exploiting the diverse and unique culinary strengths of regions and regions to form unique and different tourism products with competitive advantages, contributing to creating a prominent brand of Vietnam's tourism

+ Promote the development of community-based tourism, agricultural and rural tourism, eco-tourism, and adventure sports tourism

Continue to develop urban tourism products, conferences, seminars, and events (MICE), tourism combines shopping, medical treatment, health care, education and entertainment, especially nightlife

Enhancing connectivity and improving service quality in the tourism product value chain

Objective 7 Promote tourism promotion, branding and cooperation, and international integration in tourism

Action:

a) Promote tourism promotion and promotion

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Innovating methods, tools, content, promoting the application of digital technology in tourism promotion and promotion, ensuring uniform, professional and effective implementation; promoting the power of communication and increasing the promotion on social networks

Focusing on mobilizing social resources, combining state resources in tourism promotion and promotion

Promote the role of Vietnamese representative agencies and the Vietnamese community in foreign countries in promoting and promoting tourism; opening Vietnam tourism promotion office in some key markets

b) Branding of tourism

Focus on building and developing national tourism brands on the basis of developing regional, local tourism brands, businesses and tourism product brands Strengthening the coordination among levels and sectors in tourism brand building and development to ensure consistency

c) Cooperation and international integration

Actively and proactively bilateral and multilateral cooperation on tourism; giving priority to regional cooperation and cooperation for product development and promotion of common destinations; effectively implementing the ASEAN Mutual Recognition Agreement on tourism

Promote cooperation with other countries and international organizations to exchange experiences, take advantage of technical assistance, attract investment, and train tourism human resources

Objective 8 Application of science and technology

Action:

Accelerate the digital transformation in the tourism industry; developing smart tourism; promoting, promoting and branding; tourist management and tourism activities, tourism resources, control, monitoring and warning of pollution based on the application of modern science and technology and digital technology platform Developing a smart tourism ecosystem; apply digital technology to connect to support and increase the experience for tourists; expand capacity to provide services combining digital and real channels; make maximum use of electronic transactions in tourism activities

Application of digital technology, green and clean technology in tourism business

Widely applying technology in payment of travel services towards reducing cash payments, guiding and encouraging tourists to use electronic payment forms on smart devices

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Application of information technology to perfect the tourism statistics system, building a database system for the tourism industry, connecting with the national database system

Objective 9 State management of tourism

Action:

a) Improve the effectiveness and efficiency of state management of tourism Complete the system of laws, standards and national regulations on tourism Continue to consolidate the state management system on tourism from the central

to local levels, ensuring uniformity, effectiveness and efficiency, meeting the requirements of developing a spearhead economic sector

Renovating inter-sectoral and inter-regional cooperation on tourism, raising the operational efficiency of the State Tourism Steering Committee and the provincial Tourism Development Steering Committee; step by step formulate a tourism development coordination mechanism to meet the requirements of tourism development links

Enhancing the role and responsibility of local governments at all levels in building a civilized lifestyle, ensuring hygiene, environment, food safety, security and safety for tourists; creating a civilized and friendly tourism environment

Strengthen inspection and control of service quality and destination management; propagandize and popularize the law on tourism

b) Protect the environment, adapt to climate change and prevent natural disasters Propagating to raise awareness and strongly implement measures to protect natural resources, environment and biodiversity conservation

Enhancing pollution control capacity, ensuring the prevention, reduction and effective handling of pollution sources from tourism activities

Focusing on the work of forecasting, warning, proactively preventing and mitigating natural disasters, adapting to climate change in the construction and operation of tourist service establishments

Encourage tourism service establishments to use clean energy, renewable energy, recycled and reused products, and apply clean technologies to limit environmental pollution and minimize greenhouse gas emissions

3.2 Marketing programme and implementation plan

3.2.1 Marketing programme

a) Innovating and diversifying forms of tourism marketing, promoting the application of digital technology

Expand the scale, frequency, and improve the professionalism and effectiveness

of campaigns and programs to introduce Vietnamese destinations, connect businesses

in source markets, and participate in major tourism fairs in the world world and in the region

Deploying various and flexible forms of marketing communication in accordance with the objectives and requirements of each market, each period, effectively combining traditional and modern forms of promotion: advertising, public relations, sponsorship, sponsorship, brand alliance

Innovating methods, tools and content, increasing the application of digital technology in tourism promotion and advertising Building and implementing digital marketing strategies and plans need to be linked with the results of analysis and evaluation of actual data Focusing on content marketing investment, building mechanisms for content development and distribution, creative products and databases for tourism marketing activities

b) Concentrate, mobilize and effectively use resources for tourism marketing

To promote the role of the Tourism Development Support Fund (the Fund) in order to enhance the mobilization and optimization of social resources, the business community, tourism associations and localities in promoting and promoting tourism tourism

Promote partnerships, take advantage of the available resources of businesses, airlines, and large distribution partners in tourism marketing activities, expand their ability to reach key markets and potential

Building appropriate models and methods associated with the effective participation of a number of key enterprises in the industry, jointly implementing breakthrough and pervasive tourism marketing ideas and projects

Improve the effectiveness of linkages between localities and inter-regions in product development, advertising and tourism promotion Strengthen cooperation with relevant ministries and branches (diplomacy, trade, investment, information and communication, aviation, etc.) in promoting Vietnam's national brand; develop a distribution system for Vietnam's tourism products and services and share information and data about the market Mobilizing resources of the community and businesses of overseas Vietnamese to support Vietnam tourism marketing

Promoting the role of media agencies, creating breakthroughs in promotion and promotion of the domestic market, combined with raising awareness about tourism Take advantage of major international events in Vietnam to promote the destination and attract the attention of the media, tourists and investors

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Promote international cooperation and connection in tourism marketing activities, especially within the framework of ASEAN cooperation, cooperation in the Greater Mekong Subregion

c) Promote tourism communication activities

Building and developing relationships with the press and media in order to seek domestic and foreign support for tourism marketing, tourism industry, and state management agencies in tourism

Enhance information sharing, dialogue and cooperation with tourism businesses, airlines, and major distribution partners

Promote cooperation with major domestic and international press agencies, social media influencers, travel bloggers, content creators Effectively implement the mechanism of Vietnam Tourism Ambassador

Implement internal communication activities for management team, tourism business and social community participating in tourism activities about Vietnam tourism brand, message, story, core values to realize these values in practice d) Improve tourism marketing capacity

Strengthen the role of orientation and coordination of marketing work of the national tourism management agency; formulating and implementing programs and plans to promote and advertise regional and national destinations

Market research organization Build, update and have a mechanism to share and widely access the database system on source markets, domestic and foreign partner networks, and national tourism promotion publications

Completing the organizational apparatus, improving the capacity of the tourism promotion network in the country, especially the provincial tourism promotion centers

in the direction of centralization, unity and synchronization, ensuring the promotion of tourism promotion synergy in performing the tasks and powers of state management and public service in tourism marketing

Proposing to remove obstacles and appropriate roadmap to establish Vietnam tourism promotion offices abroad In the immediate future, consider taking advantage

of the resources of the private sector or establishing a tourism promotion representative through a contract mechanism, with the support of the Embassy or the business in the host country Encourage the Vietnam Tourism Association and key tourism businesses to set up tourism promotion offices in a number of key markets Promoting the participation of the private sector in decisions, sharing and contributing resources to implement the tasks of promoting, promoting and developing tourism products through the Fund on the principle of mutual benefits Consolidate

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the Fund's organization and operation mechanism in line with the Fund's functions and tasks

Strengthening training, fostering, standardizing the staff performing tourism marketing, meeting the requirements of improving the competitiveness of Vietnam's tourism

Improve mechanisms and policies to facilitate tourism marketing, including: proposing policies to further facilitate visas and entry procedures; continue to expand and increase the frequency of direct flights connecting Vietnam with international tourism source markets; policies to promote attraction of cruise tourists

3.2.2 Implementation plan

Figure 3.1 Action plan for implementation of vietnam tourism marketing

strategy to 2030

2 |maintaining tourism promotion| Annual VTDF VNAT database system

According to key markets

(Northeast Asia, Southeast Asia,

Western Europe, Northern

Europe, North America, Russia,

Australia )

According to the types of

tourism products with strengths

and potentials (high-end, quality

care tourism products,

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ecotourism, MICE )

6 |Organize National Tourism Year | Annual VNAT Host locality Choosing to organize some

Vietnam (UNWTO, major sports

tournaments)

Local nen : —_—— themed touri keti Annual Localities x VNAT campaigns

association activities

Source: Attachments of Decision No 440/QD-BVHTTDL of the Minister of Culture,

Sports and Tourism, 2023

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B MALAYSIA’S DESTINATION DEVELOPMENT STRATEGY Malaysia is a beautiful Southeast Asian country, situated near the equator It is created by merging two different regions; one is Peninsular Malaysia & East Malaysia Kuala Lumpur is its capital and Putrajaya is the administrative center Malaysia was a British territory, and in August 1965, it became an independent country

Tourism industry in Malaysia has been identified as a key driver in the services sector The local and foreign tourists to the development of tourism had become major contributors to the country’s economy According to Thrust one of the Ninth Malaysia Plan states the Governments said that tourism is becoming the intention to boost up the value chain in the several areas that had been focused As we know, the tourism industry in Malaysia is an important foreign exchange earner which contributes to the economic growth, attracting more investment as well as increasing the job opportunity While promoting domestic tourism, at the same time, strengthening the country’s position as a leading tourist destination abroad also become one of the key concerns by the Government and mostly the supporters come from the entrepreneurs, business owners and investors Besides, the Ministry of Tourism will take the lead in developing the industry, while Tourism Malaysia, Malaysia Tourism Centre and Virtual Malaysia will work together to promote the diversification of the country’s tourism products and services regardless of whether they are local or abroad

I Situation Assessment

1.1 Macro-environment

PEST analysis is a highly used management tool that helps to identify the effect

of multiple macro factors on growth Tourism development in Malaysia is constrained

by certain socioeconomic and political factors which require planning considerations beyond the traditional concerns for growth and promotion

LAT, Political

Malaysia’s constitution is made up of thirteen states, three federal territories, and a monarchy The monarchy consists of a committee of sultans from the nine Malay kingdoms, while the elected Prime Minister handles the majority of the country’s policies and regulations

Malaysia's involvement in various international organizations, such as the Commonwealth of Nations, the United Nations (UN), ASEAN, and other international organizations, show its commitment to global cooperation This active participation has the ability to enhance Malaysia's image as a responsible and collaborative nation, potentially contributing to the potential of tourists visiting the destination due to its appeal among tourists who value such affiliations

1.1.2 Economic

The current challenging economic circumstances could exert additional pressure on the effective recovery of international tourism These challenges include several critical factors, including the surge of oil prices, the upward trajectory of inflation, the potential rise in interest rates, the accumulation of debt, and the ongoing disruption within global supply chains The surge in oil prices, for instance, presents a fiscal challenge, potentially impacting the cost of travel and the profitability of tourism-related enterprises As energy costs rise, transport expenses could swell, directly affecting both international and domestic travelers

In 2021, the economic contribution made by tourism, measured through tourism direct gross domestic product, is estimated to be around US $1.9 million (which is about RM4.? trillion in Malaysia's money) This is higher than the US $1.6 trillion recorded in 2020 However, it's still significantly lower than the value before the pandemic, which was US $3.5 trillion

1.1.3 Socinl

Malaysia stands as a captivating convergence point for a multitude of cultural traditions stemming from various comers of the globe, including archipelagic Southeast Asia, China, South Asia, the Middle East, and the West The complex tapestry of Malaysia's cultural heritage has been shaped by British colonial rule and

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Western influences, particularly in education and institutional frameworks While rural areas, especially in eastern Peninsular Malaysia and the interior of East Malaysia, have retained a more traditional way of life, the urban centers have been at the forefront of rapid cultural shifts Nevertheless, the country's remarkable economic growth since the mid-20th century has ushered in a cosmopolitan outlook that extends beyond urban hubs, carried by a burgeoning middle class into smaller towns and even emerging rural settlements Tourists are drawn to Malaysia not only for its natural beauty but also for the chance to engage with the communities and traditions that have evolved from this convergence of cultures

Moreover, Malaysia tourism as well as destination strategy is also influenced by other social aspects As highlighted by UNWTO, the year 2022 is anticipated to bring better prospects for tourism professionals following the initial turbulence caused by the Omicron wave in early 2022 UNWTO's projections suggest a positive resurgence for tourism, projecting a potential increase in international arrivals by 30% to 78% in

2022 compared to 2021 This revival, however, would still fall considerably short— between 50% to 63% below pre-pandemic levels—underscoring the enduring impact

of global health concerns and travel restrictions This interplay of external social factors intricately weaves into the broader narrative of Malaysia's cultural fusion and its relationship with the evolving tourism sector

1.1.4 Technological

Malaysia aims to embark on a comprehensive digitalisation journey to transform its tourism industry with smart tourism initiatives in line with the Fourth Industrial Revolution (IR4.0), according to the nation’s Prime Minister

By embracing the whole spectrum of digitalisation, the country has the vision

of being able to provide the necessary tools for the tourism industry to be internationally connected, perform rigorous data analytics of tourism futures and shorten the supply chain

1.2 Market analysis and assessment

There are signs that Malaysia’s tourism industry is stuck in a comfort zone Existing tourism products are becoming “tired” and attractive due to the lack of creativity and innovation, resulting from the dependence on the government and a silo mentality

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1.2.1 Market share and performance

Hotel and Average Occupancy Rate

Top 5 states with the highest number of paid accommodations

Sabah

614

Sarawak

581 Johor

Figure 1.1 Top 5 states with the highest number of paid accommodations in 2020

Source: Tourism Malaysia, 2020

Up till 2020, Malaysia recorded a total of 5,339 hotels (-0.8%), offering 332,817 rooms (-2.3%) The top five states with the highest number of paid accommodations were Sabah (614), Sarawak (581), Johor (557), Pahang (482) and Kuala Lumpur (472), while the top five states with the highest number of rooms were Kuala Lumpur (60,095), Selangor (34,610), Johor (33,487), Pahang (31,175) and Sarawak (28,511)

The hotel industry in Malaysia recorded an average occupancy rate of 30.9% in

2020, signifying a drop of 27.9 percentage points compared to 58.8% in 2019 The total paid accommodation guests in 2020 was 35.4 million, registering a decline of 55.7% It was comprised of 13.3.% (4.7 million - a drop of 83.7%) international guests and 86.7% (30.7 million - a decrease of 39.9%) domestic guests The five states that recorded the highest number of hotel guests were Pahang (7.3 million), Kuala Lumpur (6.1 million), Johor (3.9 million), Penang (2.9 million), and Sarawak (2.8 million)

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Industry performance

In 2019, the country’s tourism industry contributed RM 240.2 billion or 15.9%

to the Gross Domestic Product (GDP) and involved 3.6 million workers; however, in

2020, economic activities related to the tourism industry were affected by the COVID-

19 pandemic, with an estimated total loss exceeding RM100 billion

Table 1.1 Number of tourists to Malaysia in 2019-2020

Source: Tourism Malaysia, 2019, 2020

The data presented in Figure 1.3 outlines the number of tourists who visited Malaysia in the years 2019 and 2020, categorized by their respective nations of origin

It is evident that there were significant fluctuations in tourist numbers for various countries during this period, largely attributed to the global impact of the COVID-19 pandemic

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China and Thailand, two other significant sources of tourists for Malaysia, both registered growth in 2019, with 5.8% and 1.6% respectively However, in 2020, these numbers dropped significantly by 87.0% and 79.1%, indicating the severe impact of the pandemic on international travel

Several other nations, such as Brunei, India, South Korea, Japan, Philippines, and Vietnam, also saw substantial drops in tourist numbers in 2020, with reductions ranging from 78.8% to 88.8% Notably, Australia is missing data for 2019, but in 2020,

it recorded a decline of 80.3% in tourist arrivals

Yield and profitability

10k

6 417.042

0

2013 2014 2015 2016 2017 2018 2019 2020 2021 2022

ll Tourism Revenue: USD mn: Annual: Malaysia

Figure 1.2 Tourism Revenue in Malaysia

Source: CEIC Data, 2023

As Tourism Malaysia released the analysis in 2020, the performance assessment

is based heavily on COVID-19 period

The global pandemic has not only turned tourism plans and strategies as well as travelers’ plans upside down in 2020, but also changed travellers’ choice of destination and types of trips they’re most likely to take in the upcoming year

According to the report, 2020 has been like no other with unprecedented impacts on lives, economies, and the world Tourist arrivals to Malaysia plunged 83.4% with a total of 4.3 million tourist against 26.1 million tourists in 2019, bringing

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in a revenue of RM12.7 billion to the country’s economy, which was a drop of 85.3% from RM 86.1 billion in 2019

Domestic tourism

Malaysians are discovering the richness of their homeland, contributing to local economies and promoting sustainable travel practices Another factor is that the cost of domestic traveling is more cost-effective compared to international trips

Rural tourism

Rural areas are becoming sought-after destinations as travelers seek authentic and immersive experiences Rural tourism allows visitors to engage with local communities, traditions, and culture while experiencing the charm of Malaysia's countryside

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1.2.3 Customer profiles

Main purpose of visiting

The main purpose of visiting a destination varies widely and can include leisure and recreation, cultural exploration, nature and adventure, business and work, health and wellness, and family/group travel Understanding these motivations helps tailor experiences and services to meet the diverse needs of travelers

*VFR = Visiting Friends & Relatives

Figure 1.3 Main purpose of visiting to Malaysia destinations, recorded in 2020

Source: Tourism Malaysia, 2020

Majority of tourists came to Malaysia for “Holiday”, followed by “Visiting Friends and Relatives” and “Shopping” to complete Top 3 Main Purpose of Visit

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Demographic profile of tourists to Malaysia

Table 1 Demographic profile of tourists to Malaysia, recorded in 2020

Source: Tourism Malaysia, 2020

Figure 1.4 Mode of transport of tourists to Malaysia in 2020

Mode of Transport

Source: Tourism Malaysia, 2020

1.3 Assessment of tourism resources and services

1.3.1 Tourism attractions

Malaysia has a long tradition of tourism, attracting travelers fascinated by the art, architecture, handicrafts, traditional attire, music and dance, which reflects a colorful heritage and an amalgamated culture Malaysia consists of Malays, Chinese,

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Indian, and other indigenous groups including the Orang Asli, Dayaks, Kadazan Dusun, Melanau, Murut and more Joining them are groups of mixed descent, such as the Baba-Nyonyas and Eurasians of Portuguese and other European ancestry, as well

as other immigrant Asian ethnicities Although each of these cultures has retained their religions, customs and way of life, they have also blended together to create Malaysia's diverse heritage Malaysia’s heritage is a unique expression of our history and our national identity It enriches Malaysian lives and provides a meaningful foundation on which to base the future national development Yet in many places, precious cultural heritage is under threat from new developments, mostly due to lack of awareness of its historical and architectural significance Coupled with the growth in tourism, cultural heritage tourism has emerged as a potential alternative tourism among both international tourists and Malaysian domestic travelers Cultural heritage tourism in Malaysia attracted great publicities with the increase in the number of incoming tourists annually, due to its marvelous cultural heritage resources that are readily available to be explored such as the existence of multi-cultural, historical buildings, colorful lifestyles and friendly atmosphere

Malaysia's tropical climate provides the advantage of year-round travel possibilities The primary strength of Malaysia lies in its sun-soaked beaches and captivating islands, basked in year-round sunshine This natural beauty is complemented by the nation’s rich cultural diversity and the warm and hospitable nature of its people, as noted by Mosbah and Saleh (2014) Malaysia boasts a wide array of tourism resources that span across diverse categories such as beaches, urban centers, cultural experiences, heritage sites, jungles, cuisine, luxurious resorts, wellness facilities, and thriving business and shopping opportunities These offerings are characterized by their distinctiveness and uniqueness The historical evolution of tourism in Malaysia reveals a consistent pattern of people being drawn to its captivating wildlife, picturesque landscapes, forests, and beaches (Nair & Thomas, 2013)

Cultural institution

The history and cultural life of Malaysia are exhibited primarily in various museums in Kuala Lumpur and several state capitals throughout the country Built in a Malay architectural style in 1963, the National Museum in Kuala Lumpur houses a diverse archaeological and ethnographic collection that documents Malaysia’s social, cultural, artistic, and economic history The Perak Museum in Taiping is the oldest museum in Peninsular Malaysia and contains collections of the natural history and material culture of the region The Penang Museum and Art Gallery highlights Penang

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Island’s immigrant and colonial history In East Malaysia, the Sabah Museum in Kota Kinabalu and the Sarawak Museum in Kuching, both established in the late 19th century, chronicle the unique prehistory and history of these states and their peoples

In addition to the broadly ethnographic or historical museums, there also are numerous institutions dedicated to the documentation of particular Malaysian phenomena The Islamic Arts Museum in Kuala Lumpur, for instance, traces the advent and growth of the art and culture of Islam in Malaysia from the 7th century to contemporary times Other such topical museums include a numismatic museum, a museum of telecommunications, and an armed forces museum, all located in the capital city

Malaysia is home to many art galleries and theaters for the performing arts as well The National Art Gallery has permanent exhibitions of modern paintings by Malaysian artists and rotating exhibitions of art from around the world Plays, dances, and musical productions by Malaysian and international performers are staged regularly at the grand national theater, called the Istana Budaya (“Palace of Cultures and Arts’), in Kuala Lumpur

Cuisines

Malaysian cuisines reflect the mixture of ethnic groups in the country’s population The three most prominent cuisines are Chinese, Indian, and Malay Popular Chinese foods include sweet-and-sour Cantonese dishes and a milder favorite, Hainanese chicken rice Indian cuisine ranges from the hot vegetarian dishes of southern Indian cooking to the more subtly spiced Muslim Indian food to the yogurt- marinated meats of tandoori cookery from northern India All these foods, while recognizably Chinese or Indian, have developed a distinctly Malaysian character Traditional Malay cuisine consists of white rice served with various curries and fried dishes Sate, small skewers of chicken or beef dipped in a spicy peanut sauce, nasi goreng (“fried rice”), and nasi lemak (‘fatty rice”), which is coconut rice served with fried anchovies, peanuts, and a curry dish, are among the most common Malay foods Noodles, cooked and served in various styles, are also local favourites 1.3.2 Routes and nodes

Construction and transport

Although Malaysia’s transportation systems improved considerably in the second half of the 20th century, demand generally has continued to outstrip capacity

In addition, much more attention has been given to developing the infrastructure of

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