Malaysia expects to attract six million beauty tourists in 2019, with the help of the country’s MyBeauty campaign, officially launched in April this year.
In a move that is expected to generate USD18 billion in tourists’ receipts next year, Malaysia’s National Blue Ocean Strategy (NBOS) will promote the beauty and cosmetics sector to international arrivals. The initiative has been introduced by the Ministry of Tourism and Culture Malaysia (MOTAC) in collaboration with Oriental Mace Group Berhad (OM).
MyBeauty will recruit 1,000 qualified service partners to serve the international tourists’ market through MyBeautyApp.
“The App will connect tourists to products and services offered by registered professionals,” said Secretary-General of MOTAC, Datuk Rashidi Hasbullah at Malaysia’s Tourism Centre in Kuala Lumpur. “Only products and services that meet the government regulations are qualified to be listed as partners, vendors, and apprentices,” he continued.
He went on to describe how Malaysia’s beauty sector will offer a mixture of traditional and modern services, where skills and methodology will be emphasized. Regarding Malaysians’ skills base in the beauty sector, Rashidi confirmed that many beauty practitioners have received gold medals at international level. MOTAC has also set aside RM1 million for the purpose of training and development, to be invested in the Malaysia Beauty College.
MyBeauty forms part of the Malaysia Tourism Transformation Plan (MTTP) that projects a target of 36 million tourist arrivals and RM168 billion in tourist receipts by the year 2020.