Client: Government of Malaysia, UNDP, World Tourism Organization (UNWTO)
In July 2000, Tourism Development International was appointed to prepare a Rural Tourism and Cultural Masterplan for Malaysia. The objectives of the 12-month assignment involved putting in place a strategy to develop tourism and local culture in rural Malaysia, with economic benefits for farming communities. The project team included experts in market research, strategic planning, sustainable development, institutional change, rural tourism, island tourism and marketing. Extensive emphasis was given to training and skills transfer, and Tourism Development International planned and undertook residential training programmes for government officials, district officers, SME operators and community groups.
Taking into account the results of a comprehensive market research programme, Tourism Development International prepared a 5-year destination and product marketing strategy, positioning Malaysia as an outstanding eco-tourism/rainforest destination.