Malaysia, a Destination for Beauty Tourism

Malaysia, marketing

Malaysia wants to be perceived as a “Beauty Tourism Hub of the World” by 2019, with the arrival of six million beauty tourists following the launch of 1,000 MyBeauty partners this September.

The tourists’ drive is made under the National Blue Ocean Strategy (NBOS) to promote the beauty and cosmetic sector to the global market. Meanwhile, the tourists’ receipts for next year is projected to reach USD18 billion.

MyBeauty is introduced by the Ministry of Tourism and Culture Malaysia (MOTAC) with the collaboration of Oriental Mace Group Berhad (OM).

MyBeauty was launched a few months ago by Secretary-General of MOTAC, Datuk Rashidi Hasbullah with the presence of Chief Executive Human Resource Development Fund (HDRF), Datuk CM Vignaesvaran a/l Jeyandran; OM Chief Executive Officer, Prof. Dr. Wong Kong Yew and other members of the Independent Management Team at Malaysia Tourism Centre (MaTIC).

By then, Rashidi in his speech stressed that MyBeauty will be recruiting 1,000 genuine qualified service partners to serve the international tourists’ market through MyBeautyApp.

“The App will connect tourists to every products and services offered by registered professionals. Only products and services that meet the government regulations are qualified to be listed as partners, vendors, and apprentices.”

“The beauty sector will offer a mixture of traditional and modern services where skills and methodology will be emphasized,” he said.

Regarding Malaysians’ skills in the beauty sectors, Rashidi said, many beauty practitioners have received gold medals at international level. What is needed is proper governance in Malaysia.

Rashidi added, MyBeauty is in line with the Malaysia Tourism Transformation Plan (MTTP) that projects a target of 36 million tourists’ arrivals and RM168 billion in tourist receipts by the year 2020.

“The tourists” arrivals and receipts are targeted to grow at an annual average rate of 4% and 13% respectively. The tourism industry is also projected to provide 497,000 additional jobs by the year 2020,” he reiterated.

MyBeauty seeks to elevate the country’s professionals in the beauty and cosmetic industry through education and training.