travel and tourism courses malaysia

Asia Pacific University of Technology and Innovation (APU)

Well-known for Computer Science, IT and Engineering courses

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Graduates enjoy 99% employment rate

Asia School of Business (ASB)

MBA by Central Bank of Malaysia in collaboration with the Massachusetts Institute of Technology (MIT)

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Study tourism management in malaysia.

An emerging course pursued by many Malaysian students.

Hotel Management and Hospitality  is considered one of the fastest-growing industry that is constantly evolving and changing, and Tourism Management is one of its major courses that is popular among Malaysian students. 

You can find most of the local universities offering this course with different specialisations, so you can easily look up on the internet for some of the best institutions that offer a relevant diploma or degree.

Despite political and economic uncertainties, the industry has shown little signs of slowing down.

By working in the field, you will have a rewarding career in different countries  and a chance to make unforgettable memories.

The guide below contains details of the Tourism Management programme in Malaysia.  

But first, you need to know that the sector is made of different specialisation areas such as:

• Accommodation Management
• Tour and Travel Management
• Meetings and Event Management
• Food and Beverage Management
• Relaxation Industry

What are the differences between Hotel Management and Hospitality?

Hotel Management is a course that focuses primarily on the management of daily hotel functions . It starts from when the guest arrives at check-in at the front desk to the time that they check out of the hotel. 

Hospitality differs in the sense that, it focuses on attending and taking care of the needs of the hotel guests . These are not limited to the hotel facilities and facilities but extends to restaurants, offices, institutions and etc. 

Why study tourism management in Malaysia? 

1. High quality education system Malaysia has a critically acclaimed education system. Its university institutions are amongst the international ranking of the world’s finest universities. In tourism management, some of these institutions have produced and nurtured the region's best practitioners.

2. Explore diverse cultures Malaysia is a melting pot of cultures consisting of thirteen states and three federal territories. It is a true reflection of great tourism as it shares different races and ethnic groups living peacefully in a multi-cultural region.  

3. Affordable cost of living Compared to European countries, the cost of living is much cheaper for students and residents alike. It is 46% lower than it is in the United States. As an example, the house rent in Malaysia is 73.14% lower than it is if you were to live in the US. 

4. Partial and fully funded scholarships The Malaysian government and universities offer partial and fully-funded scholarships and grants to local and international students alike. You have the opportunity to apply if you have excellent academic records and was active in extra-curricular activities. They include tuition fees, monthly allowance, medical insurance and annual grants for books and travel. 

What skills do I need to have?

1. You have great customer service skills It is important to give the best front and remain professional even on challenging occasions. You need to be able to stay patient to meet their needs and wants and deliver a good service to them.

2. You have clear communication skills You will be facing different people from different cultural backgrounds, ages and nationalities on a daily basis. It is important that you present yourself professionally and communicate in a clear and understandable manner. 

3. You have good problem-solving skills You need to think on your feet and solve any problems efficiently. For example, if a hotel guest has trouble with their room, you can offer them complimentary drinks as you prepare a new room for them. This leaves a good impression!

4. You pay attention to detail Your attention to detail will make or break your reputation. You need to be able to spot any mistakes in the billing details or any missing ingredients in the kitchen. Also, it’s best that you remember small details about your guests, such as their preferred rooms and even beverages!

What are the entry requirements and qualifications?

In order for candidates to be eligible for consideration, they must possess these general entry requirements. Applicants are advised to refer to their chosen institution for more details.

Admissions are usually based on GCE O-Level or any equivalent results. Candidates who speak English as a second language are required to provide English proficiency test scores as TOEFL, IELTS or SAT with a minimum grade of 6.

Applicants need a minimum of three credits which includes a pass in both Bahasa Malaysia Language and History. 

Tourism management course fees in Malaysia

Naturally, the fees depend on the institution that you choose. You can find out more by visiting the websites of the universities.

How long will the programme take?

Careers in tourism management.

Graduates will be able to embark on an exciting career in the industry. Depending on which roles you choose, you will be prepared to take on these roles:

1. Travel Agent Travel agents make the travel planning process smoother and easier. They work directly with individuals and groups to research, plan and book trip destinations, accommodation and transportation. They may even make suggestions on holiday activities based on the client’s requirements and needs.

2. Hotel Manager Hotel Managers oversee hotel operations: recruiting; supervising staffs; housekeeping; marketing and promoting the establishment. They ensure that staffs have a pleasant stay with the best facilities and services provided.

3. Tour Operator Tour Operators prepare or create holiday packages for travellers. They provide travel itineraries for different destinations and help put together attractions and activities as well as transfer people from the airport and handle hotel bookings.

4. Event Organiser Event Organisers, as the name suggests, organise any event or conference. They sit down with clients to figure out the purpose, theme, and number of the guests of the event. They also coordinate the event of the night and ensure everything is run smoothly. 

5. Executive Chef An Executive Chef is the head cook who runs the kitchen in a restaurant establishment, hotel and country club. They manage the necessary food supplies and equipment and assigns cooking tasks in his team of kitchen workers.

Best universities in Malaysia to study tourism management

1. uow malaysia kdu university college - penang campus.

Established in 1983, UOW Malaysia KDU University College - Penang Campus  is one of the premier educational institutions in Malaysia. It boasts a gold-standard of academic and teaching expertise and is home to regional and international students from over 64 countries. 

2. Tunku Abdul Rahman University College

Since 1969, Tunku Abdul Rahman University College (TARC) has been providing excellent teaching and learning services. It is home to over 28,000 students from 20 different countries. It offers dual award qualification that is in collaboration with international partners to provide students with international exposure. 

3. Asia Pacific University of Technology and Innovation (APU)

Asia Pacific University of Technology and Innovation (APU) is amongst Malaysia’s Premier Private Universities and is where a unique fusion of technology, innovation and creativity works effectively towards preparing graduates for significant roles. APU has earned an enviable reputation as an award-winning university through its achievements in winning prestigious awards at national and international levels.  

4. First City University College

First City University College is located in Bandar Utama. It boasts state-of-the-art facilities and strong industry links to established institutions. 

5. Universiti Kuala Lumpur (UniKL) 

Established in 2002, Universiti Kuala Lumpur (UniKL) a technical education owned by Majlis Amanah Rakyat (MARA), an agency under the Ministry of Rural and Regional Development. It has over 14 institutes offering a wide range of training programmes. 

6. UCSI University

UCSI University  (Kuala Lumpur) is one of the leading universities in Malaysia. It ranks at 347 in the QS World University Ranking 2022. It is known to introduce industry-relevant programmes and has been listed as a tier-5 university in the SETARA university ranking. 

7. SEGI University

SEGI University is a private higher education provider in Malaysia. It was formerly known as SEGI University College until the Ministry of Education upgraded it to university status. 

8. Brickfields Asia College

Brickfields Asia College is a college that has a partnership with over 100 world-class degree and professional educational qualifications in both regional and international locations. 

Universities with courses in Travel and Tourism

Kuala Lumpur, WP Kuala Lumpur, Malaysia

Selangor, Malaysia

Shah Alam, Selangor, Malaysia

SEGI College Subang Jaya

Taylor’s University

Universiti Kuala Lumpur (UniKL)

Lincoln University College

Petaling Jaya, Selangor, Malaysia

UOW Malaysia KDU Penang University College

George Town, Penang, Malaysia

HELP University

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Bachelor of Tourism Management with Honours

• Programme Synopsis

(R3-DL/812/6/0023 (A6009) 05/28)

The BTRM programme is designed to enhance learners’ understanding of the latest concepts, roles, principles and practices in the overall tourism policies and tourism issues.

By taking various topics of courses which comprises of different but related key functions in the tourism management and business field, graduates of this programme would be able to understand the concept of tourism and its overall relevance to a country’s economic growth.The programme is planned to develop the ability to effectively manage a wide range of local and international tourism issues and challenges using sustainable policies, tools and skills.

In due course, this programme aspires to prepare sub-professionals with management and business qualifications which will in turn provide diverse and interesting career opportunities in related industries.

This programme is also primarily fitting for individuals working within the tourism and hospitality industry that aims to progress in their career and opportunity.

*This programme is not available for International intake

En. Fairul Ifnee bin Othman Programme Director

Tel (Office) : +603 7801 1937

Email : [email protected]

• Entry Requirements
• Programme Structure

* Fees applicable to Malaysians and Permanent Residents only. * The University reserves the right to revise the fees without prior notice.

Discount for the Physically Challenged Learners (OKU) and Senior Citizens

The University offers 50% discount for: 1. Senior citizens aged 60 and above on registration date; and 2. Physically challenged learners – a valid Orang Kelainan Upaya (OKU) is required. The discounts are not valid for second time registration and repeating of subjects. Learners who receive this discount are not entitled to other discounts and promotions.

Note Processing fee: RM30

* The University reserves the right to revise the fees without prior notice. **LATEST UPDATE: 30 August 2022

The program is offered in 14 semesters ( 4 years and 2 semesters) with a total of 122 credits and 40 structured courses . The assessment is both continuous evaluation and/or final examinations.

The final course is an industrial training where the students will be able to select the company associated to this programmes discipline for industrial attachment relevant to their background and experience in tourism and hospitality industry where they will be expected to apply the knowledge learned.

• At what level is Tourism management programme offered by Open University Malaysia? Tourism management is offered at Bachelor level only.
• What are the entry requirements? If you have yet to earn a first degree and want to acquire a firm foundation in the discipline, the Bachelor of Tourism Management with Honours (BTRM) programme is the one for you. For more on the standard entry requirements, visit: Bachelor of tourism management with honours.You may apply to join BTRM via the APEL route which considers your previous work and learning experience. To know more about APEL, visit: https://apel.oum.edu.my/
• Are OUM’s Tourism management degree programme offered in full-time or part-time mode? All OUM degrees programmes offered in Malaysia are run in part-time mode, making them particularly suitable for working adults seeking to upgrade their qualifications, knowledge and skills without having to give up their jobs or compromise on their life responsibilities.
• Demonstrate advanced and comprehensive theoretical and technical knowledge and demonstrate relevant skills required by the tourism field
• Apply the application of knowledge and skills within the tourism field critically, analytically, as creatively to suit the tourism practice
• Demonstrate a range of essential methods and procedures for solving a broad range of complex problems in the tourism field.
• Show the ability to work together with different people in diverse learning and varied background.
• Convey ideas using appropriate and different forms of presentation with confidence, accuracy and coherently.
• Use information from multiple sources and use of applications that support the search for relevant information to aid learning.
• The information gathered should demonstrate the ability to interpret graphics and numerical data.
• Demonstrate the decision-making capacity, accountability and professionalism by working towards pre-determined goals and outcome.
• Compulsory MPU courses (12 credits): Tamadun Islam& Tamadun Asia 1, Entrepreneurship 2 or MPU Bahasa Kebangsaan A, Falsafah & Isu Semasa 2, Penghayatan etika & peradaban, Khidmat masyarakat
• Basic compulsory courses (12 credits): Principles of Management, Introduction to Communication , Basic concepts of Information Technology, Thinking skills and problem solving. You are also given the option to replace any two (2) from the basic compulsory courses with Komunikasi Asas Bahasa Jepun and Komunikasi Asas Mandarin.
• University courses (15 credits): Learning Skills For 21st Century, English for Written Communication, English of Oral Communication, English for Workplace Communication, Professional Ethics
• Core courses (75 credits): Introductory Hospitality and Tourism Industry, Tourism Psychology, Principles of Corporate Communication, Marketing Management I, Tourism and Hospitality Laws, Elementary Statistics, Tourism Marketing, Principles of Microeconomics , Digital Marketing, Tourism Planning and Development, Financial Accounting, Human Resource Management, Festival And Special Event Management, Sports Tourism, Research Methodology, Travel and Tour Agency Management, Management and Information System , Computerised Fares and Ticketing, Culture and Heritage Tourism, E-Commerce, Current Issues and Tourism Trends, Industrial Relations, Future Sustainability In Tourism Development, Strategic Management, Cross-Cultural Management
• Core : Industrial training (8 credits/ 16 weeks)
• What are the procedures for obtaining industrial placement? It is the responsibility of the student to obtain his/her industrial placement. The programme director may assist you with possible contacts within the industry. Contact the Programme Management Unit to request for a letter confirming that you are a learner in Open University Malaysia and also to support your efforts in the industrial training. Your attempts to gain the industrial experience is part of the industrial training process in the tourism industry, therefore you would need to initiate and provide relevant documents when seeking for a placement.
• I have been working in the industry for extensive years. I feel that I am pretty well versed about the industry. Can I get an exemption for industrial training? The answer for the moment is No. The reason is because the MQA programme standards for hospitality and tourism stated that industrial training is an essential component of a tourism degree.The idea in industrial training is to do something other than the usual tasks that you have been doing all this while. Industrial training is a platform for you to identify the differences on the knowledge that you have before and after the industrial training. And also, during your industrial training you may find other people who are more skilled than you are and you might admire. Use this opportunity to follow their traits and work for them for self-advancement.
• How soon can I complete Bachelor of Tourism Management (BTRM) programme? BTRM is a 122 credit-hour programme, which means that it can typically be completed in 14 semesters. That’s approximately 4 ½ years if the programme is completed without any credit transfer, and if learners take the standard 3 courses per semester path.
• How are Bachelor of Tourism Management (BTRM) delivered? BTRM run in online mode only. Online mode means that you can follow an OUM programme from anywhere in Malaysia, at your own pace and alongside your online peers, with the guidance of your e-tutor. In this mode, you need not attend face-to-face tutorials or seminars.
• When can I join Bachelor of Tourism Management (BTRM) programme? The BTRM programme have intakes in the January, May and September semesters.
• Are course materials provided by OUM? All core learning materials are provided or made available for library loan. They include specially-commissioned course modules, e-textbooks, study guides, reading bricks, AV files, CDs and/or DVDs. Learners may also use OUM’s physical and digital libraries to access a wide range of learning materials.
• How will I be assessed should I enrol for Bachelor of Tourism Management (BTRM) programme? For BTRM, assessment methods vary from course to course. Most courses have assignments and final exams. Assessment for several advanced courses is entirely assignment-based.
• How much does it cost to pursue Bachelor of Tourism Management (BTRM)? Are there special rates for senior citizens and physically-challenged learners? Fees for BTRM amount to RM20,400. For full breakdown of fees, visit Bachelor of tourism management with honours A 50% discount on fees is offered to qualified senior citizens and physically challenged learners. All fees are subject to revision without prior notice.
• Can I apply for a PTPTN loan if I want to pursue Bachelor of Tourism Management (BTRM) programme? The PTPTN loan is only available to Malaysian citizens enrolled in a recognised undergraduate programme. You can only apply for a PTPTN loan after you have applied, been accepted and registered in the programme. For more information on PTPTN loan, visit http://www.ptptn.gov.my There are also other financial options: EPF (Account 2), Education or personal loan from commercial bank, HRDF (subject to employer’s eligibility) or flexible payment scheme.
• Are Bachelor of Tourism Management (BTRM) programme recognised by the Malaysian government? BTRM(A6009) is fully accredited by the Malaysian Qualifications Agency (MQA). To verify visit: https://www2.mqa.gov.my/mqr/
• What are the potential career paths for Bachelor of Tourism Management (BTRM) graduates? According to the World Travel and Tourism Council (2019), travel and tourism is one of the world’s largest economic sectors, supporting one in 10 jobs (330 million) worldwide, and generating 10.3% of global GDP. To know more read https://wttc.org/ In Malaysia, the employment in the tourism industry in 2018 accounts to 3.5 million persons, which accumulates to 23.5% contribution to total employment in this blessed country. To know more read https://www.dosm.gov.my/ BTRM graduates have thrived in diverse careers. This is because they possess not only subject knowledge and subject specific skills, but also such transferable graduate skills as advanced literacy and communication skills, critical reasoning, and the capacity to critically analyse diverse forms of discourse. The BTRM programme prepares graduates with a broad range of employment and career opportunities including marketing, sales, event, travel consultancy/ agency, destination marketing organisation (DMO), parks, resorts & hotels, convention centres, airline, outdoor activities, theme park, attractions or in various sectors of the government. On the marketability of Tourism degree graduates, see, for example, https://www.prospects.ac.uk/
• I’ve decided I want to pursue Bachelor of Tourism Management (BTRM) at OUM. How do I apply? Apply online at https://fastrac.oum.edu.my/ Alternatively, visit any of OUM’s Learning Centres (LCs) located throughout the country for guidance. For info on the LCs, go to https://www.oum.edu.my/learning-centres/
• Whom should I contact if I need to find out more about OUM’s Bachelor of Tourism Management (BTRM) programmes? For academic-related enquiries related to Bachelor of Tourism Management (BTRM), email En Fairul Ifnee Othman, Programme Director at [email protected] or call +603 7801 1937. For general enquiries on OUM programmes, email the Marketing Unit at [email protected] or call +603 7801 1800 (General Line) or +603-7801 2000 (Speed Line)

*All information contained in this FAQ are subject to revision without prior notice

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A Complete Guide to Hospitality & Tourism Courses in Malaysia

by StudyMalaysia.com on December 9, 2015 | Career Guide

If you're looking for a hospitality & tourism course that will help launch you into this exciting global industry, check out our list of courses at various levels – probably the most complete list ever – offered by private colleges and universities, and public universities in Malaysia.

10 Industries you can work in with a Hospitality & Tourism Qualification

• Hotels and resorts
• Travel and tour agencies
• Cruise ships
• Event management
• Sports and leisure
• Restaurants and catering
• Theme parks

Traits of people who enjoy working in the Hospitality & Tourism Industry

• Friendly, outgoing, people-oriented
• Energetic and enthusiastic
• Willing to work long hours
• Good customer service attitude
• Like travel/new experiences
• Hardworking and self-motivated
• Like helping others have a good time

7 High Paying Hospitality Jobs

Is a career in hospitality & tourism for you?

Take this quick quiz to find out..

• Do you enjoy working with people?
• Are you comfortable talking in front of groups of people?
• Do you work well as part of a team?
• Would you be interested in living in a foreign country?
• Can you juggle several tasks all at the same time?
• Do you consider yourself a “high-energy” person?
• Are you able to work long hours, weekends, or evenings?
• Can you handle intense deadline pressure?
• Do you value diversity?
• Can you put the needs of the customer before your own needs?

If you answered “yes” to five or more of the above questions, hospitality & tourism may be the right career pathway for you. Check out this list of courses – from certificate to bachelor's degree level, there's a qualification for almost every sub-field in this industry.

Hospitality & Tourism Courses at Private Universities & Colleges in Malaysia

Bachelor's degree courses in hospitality & tourism at public universities.

Sources for this article include:

• CPC Cypress Newsletter
• Education Guide Malaysia (14th edition), published by Challenger Concept (M) Sdn Bhd

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MORE THAN JUST A TOURISM MANAGEMENT DEGREE

ADMISSION REQUIREMENTS

Any qualification that APU accepts as equivalent to the above.

PROGRAMME OUTLINE

This programme is specifically designed to provide students with:

• The knowledge and skills required for you to play a leading role in travel and tourism related service industries.
• A critical awareness of travel and tourism’s roles in business, the environment and sustainability.
• Advanced study of travel and tourism and facilitates progression, both academic and vocational, by means of developing your intellectual capabilities, knowledge, key personal and transferable skills and a capacity for independent and lifelong learning.
• Skills that will enable you to work across diverse sectors of the tourism industry.
• Modules to develop cultural skills, negotiation and communication skills, combined with the ability to develop and market a product; namely tourism.

Students will learn fundamental skills required by every tourism management professional, and the basic understanding of the context within which business operate - Management, Law, Entrepreneurship, Marketing, People Management and Accounting, with specific focus on issues involved in managing services. We will also expose them towards business & communication skills, computing & IT skills and independent learning. Students will also be exposed to techniques and applications involved in virtual reality and augmented reality in Introduction to VRAR and Metaverse.

A broader range of skills will be learnt, in which students will gain better understanding in business management, such as International Culture & Communications, Retail Travel Operation, Consumer Behaviour. In addition, they will explore topics and techniques in various sectoral applications within tourism management. We will further nurture their independent learning to prepare them for the workplace and for further researches.

Students will undertake an Internship/Industrial Training for a minimum period of 16 weeks to prepare them for a smooth transition from the classroom to the working environment.

Students will make use of their previous studies and industrial experience to extend their familiarity in tackling more practical and modern issues of tourism management, in the areas of strategic and marketing aspects together with environmental issues, with aims to groom them as a tourism industry leader. A final year project requires them to explore a topic individually – they will demonstrate their academic and practical aspects of their ability in the chosen area of study.

CAREER OPTIONS

COURSE FEES

​*  Fees stated here do not include Deposits and other Miscellaneous Fees. Please refer to Fee Guide for details.

MQA ACCREDITATION

APU - Among Highest Rated Emerging Malaysian Universities - 5 STAR (Excellent Rating) -  SETARA - MOHE No.1 for International Students in Malaysia - No. 16 in the World for International Students. QS World University Ranking 2024

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Diploma in Tourism Management

F SSH Home > Programmes > Diploma > Diploma in Tourism Management

Programme Overview

The tourism industry in Malaysia is one of the fastest growing industries with significant contributions to the national economy. As the sector grows, there will be a greater emphasis and commitment to expand and improve tourism products and services. Being one of the most competitive hospitality and tourism courses/programmes in Malaysia, this programme will involve students in the context of travel-related business, such as marketing, foreign languages as well as convention and meeting management. Special emphasis is placed on the development of interpersonal, communication and critical thinking skills. Graduates would have developed a mature understanding of their field through lectures, class discussions, case studies, field trips as well as industrial attachments.

KL - Ju ly & November

PK - Ju ly  

KL Main Campus

P erak Branch

Programme Outline

Economics for Hospitality Industry

Introduction to Hospitality Industry

Introduction to Travel Industry

Marketing for Hospitality Management

Introduction to Information Technology

Hospitality Accounting

Principles of Tourism

Geography of Travel & Tourism Industry

Principles of Ticketing, Fares & International Travel

Principle of Management and Human Resource

Travel Agency and Tour Operations

Tourism Planning

Hospitality Law

Conventions & Meeting Management

The Management of International Tourism

Industrial Attachment

The Development and Management of Visitor Attractions

Principle of Services Marketing and Management

Language, Mata Pelajaran Pengajian Umum (MPU) and Co-curricular Courses:

English for Tertiary Studies, Social and Work Etiquette/Bahasa Kebangsaan A, Civic Consciousness and Volunteerism, Academic English, Penghayatan Etika dan Peradaban, Professional English, Japanese Language I Or French Language I Or Korean Language I, Japanese Language II Or French Language II Or Korean Language II, Co-curricular courses.

Minimum Entry Requirements

Career Prospects

Travel Agencies

Tourist Attractions

Resorts and Hotels

 Administrators, Planners or Executives, Tour Leaders in the Industry

Research and Development

Tourism Marketing

Eco-tourism

Tourist Attraction

Conferences and Exhibition Centres

Fees & Financial Aids

Estimated Total Fees: RM 19, 300 (Malaysian Students), RM 36, 100 (International Students)

The total estimated total fees may vary by 10%. 

For more information on Fees, click here .

Merit scholarship

To find out more, click here .

Other scholarship

Financial Aid

For PTPTN, click here .

For Study Loan, click here .

For more information on Financial aid, click here .

• [email protected]
• 07-332 1909

Provide Professional Tour Guide Course

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The tourism industry is an important part of the national economic development. Our institution has cultivated talents in the tourism industry for many years, contributed to the national tourism and hospitality industry, and helped students to create new employment opportunities. Get to know us now and join us…

Our Students Stories

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Tour Guide Course student

Participating in the tour guide course allows me to broaden my knowledge of history and geography. The lecturers are friendly and the learning process is interesting. After getting the tour guide license, I can also make money during part time!

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Take part in the tour guide course has countless of benefits. I am grateful to the institution for helping me finding a job after graduation. I can enjoy traveling while working, and at the same time make friends with tourists from all over the world.

Dorcas Tan, 23, Youtuber

The course is very practical and can learn a lot of knowledge about the tourism industry. After obtaining the tour guide license, I can become a part-time tour guide in addition to my full-time job, and I will have an additional source of income in the future.

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Obtaining a tour guide license allows me to work and enjoy, also able to earn good income at the same time. Tourism industry can enriching your life and is full of challenge.

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Diploma in International Tourism + Tour Guide

We offer world-recognized International Tourism Diploma Course conducted by team of industry professional. You will also can become a qualified tour guide accredited by MOTAC. Enroll this valuable course package now!

Career Opportunities

Students who complete their courses at our academy will be able to pursue a career in the tourism and hospitality industry.

World Recognition

Diploma in International Tourism Course is the most comprehensive, industry-responsive, and career-focused programme available.

Experience Lecturer

Our Lecturers go above and beyond the call of duty. They have a great deal of expertise educating and training pupils.

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TOURISM MALAYSIA UNVEILS STRATEGIC ROADMAP FOR VISIT MALAYSIA 2026

YB Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture delivering his mandate at the Tourism Malaysia Strategic Direction Towards VM2026 Networking Session

KUALA LUMPUR, 30 April 2024 – Tourism Malaysia had a prominent start on 30th April 2024 by organising a networking session with the industry players by presenting its strategic direction and action plans focussing on promoting Malaysia internationally and domestically. This direction and action plans were crafted during the engagement session with industry players to ensure the fast conversion and high impact programme and achieve the common goal in attracting 35.6 million tourists and generate RM147.1 billion in receipts for Visit Malaysia 2026.

The VM 2026 roadmap is built on three core strategies – creating demand, increasing traffic, and prioritising target markets. Key initiatives include branding and marketing blitz, strategic partnerships for joint promotions/tactical campaigns and market segmentation.

Malaysia's notable tourism achievements for the first quarter of 2024 are promising. During this period, from January to March, Malaysia saw a significant influx of foreign tourists, reaching 5.8 million arrivals. This marks a remarkable growth of 32.5% compared to the previous year's 4.3 million. The top ten markets contributing to this success were Singapore, Indonesia, China, Thailand, Brunei, India, South Korea, the United Kingdom, Australia, and the Philippines.

Tourism Malaysia will continue to empower its branding through aggressive advertising campaigns, influencer marketing, and compelling content creation across digital (70%) and traditional (30%) media platforms. The agency will also establish strategic partnerships with airlines, online travel agents (OTAs), and land/sea border operators of neighbouring countries to enhance tourist arrivals.

Key target markets are prioritised into three tiers, led by first-level priorities such as China, India, Indonesia, Vietnam and Australia. The second-level priorities include South Korea, Gulf Cooperation Council (GCC) countries and the United Kingdom, followed by third-level priorities comprising Chinese Taipei and Germany. Apart from traditional markets such as Brunei, Thailand and Singapore, the focus is also highlighted on emerging markets like Pakistan and Bangladesh.

Meanwhile, tourism products and travel experiences will be tailored for niche segments like nature-based tourism, experiential tourism, medical & wellness tourism, responsible tourism, luxury, weddings, Muslim-friendly, gastronomy, and bleisure travel.

YB Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture, said: "Our multipronged VM 2026 strategy provides a comprehensive framework to boost Malaysia's visibility, enhance destination accessibility and elevate our tourism offerings. Through focused efforts and strategic collaborations, we are confident of achieving our yearly arrivals and target receipts in the run-up to VM 2026."

Tourism Malaysia will continue engaging industry stakeholders and international partners to refine and execute the VM 2026 strategies, positioning Malaysia as a preferred tourist destination in this region.

About Tourism Malaysia

Malaysia Tourism Promotion Board, also known as Tourism Malaysia, is an agency under the Ministry of Tourism, Arts & Culture Malaysia. It focuses on the specific task of promoting Malaysia as a preferred tourism destination. Since its inception, it has emerged as a major player in the international tourism scene.

The next Visit Malaysia Year, set to take place in 2026, will commemorate the sustainability of the nation's tourism industry, which is also in line with the United Nations Sustainable Development Goals (UNSDG).

Furthermore, Tourism Malaysia actively endorses the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT), working towards the realisation of the IMT-GT Visiting Year 2023-2025, with the shared aim of promoting the region as a unified tourism destination. For more information, visit Tourism Malaysia’s social media accounts on Facebook , Instagram , Twitter , YouTube , and TikTok .

For enquiries, please contact:

Mohamed Shahrir Hadzim Deputy Director Strategic Planning Division [email protected] Tel: +603 8891 8164

Marhafizman Mohamad Daud Senior Tourism Officer Corporate Communications Division [email protected] Tel: +603 8891 8755

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Universiti malaysia terengganu.

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Reliance College

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Universiti Teknologi Malaysia (UTM)

THE World Ranking: 401

Universiti Kuala Lumpur (UniKL)

THE World Ranking: 1501

Management Development Institute of Singapore (MDIS) Malaysia

Geomatika University College

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