PUTRAJAYA, Sept 29 ― Strategic measures to boost the tourism industry, especially the important roles of marketing and promotion to penetrate new and high-potential markets, were among the matters discussed at the meeting of the Cabinet Committee on Tourism today.

The meeting, chaired by Deputy Prime Minister Datuk Seri Dr Ahmad Zahid Hamidi, also discussed new, creative and innovative ideas to stimulate the growth of the tourism sector to achieve the target of 36 million tourist arrivals with revenue of RM168 billion by 2020.

Tourism and Culture Minister Datuk Seri Mohamed Nazri Abdul Aziz and his deputy, Datuk Mas Ermieyati Samsudin, also attended the meeting.

According to the statement issued by the Tourism and Culture Ministry, the meeting also discussed suitable strategies to penetrate new markets, especially in China, besides promoting the country in high potential tourism markets, such as in India and Middle East countries.

"The government will also give focus on Quick Wins efforts for MICE segments (Meetings, Incentives, Conventions and Exhibitions), which has vast potential in spurring growth and luring high-spending tourists to Malaysia,” the statement said.

Last year, the number of tourist arrivals to Malaysia had declined by 6.3 per cent from 27.4 million recorded in 2014, mainly due to several factors, including floods, earthquake, regional travel advisory for southeastern coast of Sabah and the aftereffects of the MH370 and MH17 tragedies, the statement said.

"Despite having faced various challenges in 2015, the tourism industry still managed to become the third largest contributors to the gross national income with returns in the forms of foreign currencies, while contributing to the positive growth of the economy,” it said.

For the record, the tourism industry has shown a positive growth of 3.7 per cent over the past six months this year. ― Bernama