A senior official with the United Nations World Tourism Organization (UNWTO) said in Sanya on Sunday China is expected

to become the world's largest tourist destination by 2015. It is now the world's fourth largest destination when it comes to incoming tourists, and the rates of growth are moving so quickly that we think this is a realistic target. China's tourism economy has moved incredibly in the last ten years. The number of incoming tourists rose from 8 million to 48 million. The potential of the growth is still big because of the size of China. The tourism industry has to follow and is very much affected by the general economic situation, and for sure the general economic situation has started to turn around. But we cannot call it a full recovery at the moment. sue : this tourism industry issue had given some impact to our country. Domestic tourists are projected to top 3.3 billion by 2015, with an annual average growth of 10 percent in the next five years, and outbound tourists will reach 83 million with an annual increase of 9 percent. can you add up more details regarding the development of chinas tourism industry and the impact that Malaysia has to face? There have been clear trends that the contribution of the tourism industry to the Malaysian economy continued to increase significantly in recent years. Such contribution was generated through high tourist arrivals and tourism receipts, supported by focused efforts by the Government to promote Malaysia in new markets. what are the efforts that China had done to achive their target to leading the tourism industry by 2020? mia : Despite being China's top tourist destinations, there remains room for improvement in product differentiation, service standards and brand marketing to make them internationally competitive. Every tourist destination in the world has a "brand image". If developed carefully the brand serves to differentiate a destination from competing destinations. what is your role in planning the brand issue in our tourism industry? do you have any experience to be in china and can you share some of the comparison between malaysia tourism with chinatourism? piah : Tourism Malaysia has a wide network of tourism overseas offices such as Malaysian embassies and consulates worldwide which provide information pertaining all the tourism products that Tourism Malaysia offers. what can you say about our topic today? can you explain more about the strategy that the ministry of tourism had done to promote tourism industry in Malaysia?

The emphasis of Tourism Malaysias campaign is based on the multicultural population of our country which is the melting pot of Asia. The Malaysia, Truly Asia brand will continue to be used while sub-brands will be developed for key overseas markets to reinforce the image of the country. It seems that increase in total trade, exports and imports will cause growth in the tourism sector, which means that most of tourist arrivals are related to business tourism. Hence, future economic policy should focus more on tourism and trade related, in order to generate more foreign exchange earning to Malaysia. Besides, in order to increase and sustain in the growth of tourism sector, more attention should be given to the business tourism since this category of tourism has shown higher growth rate