Oleh/By : DATO' SERI DR. MAHATHIR BIN MOHAMAD
Tempat/Venue : THE ARTIQUARIUM, KUALA LUMPUR
Tarikh/Date : 26/07/91
Tajuk/Title : THE OFFICIAL LAUNCHING CEREMONY OF
"MALAYSIA: HEART OF SOUTHEAST ASIA
BOOK PROJECT"
I am pleased to be here this evening to officially
launch what is the first international calibre photo book on
Malaysia, that is "Malaysia: Heart of Southeast Asia".
2. The successful completion of this photo book
demostrates the contribution of the private sector in ef-
forts to promote the growth of Malaysia's tourism industry.
The launching of this book is also timely as Malaysia is
currently at the start of the Sixth Malaysia Plan, which
recognises the importance of tourism and its role in the
growth of the national economy.
3. Malaysia is a very fortunate country as it is gener-
ously endowed not only with rich resources but also with a
very unique and varied flora and fauna. These in them-
selves are strong factors for the healthy growth of the
tourist industry. However, there are still many more other
attractions which remain to be discovered. In this context,
although tourism in Malaysia has had a late start compared
with some of her neighbours, I think in many areas Malaysia
still has her competitive edge. It is, therefore, incumbent
upon us to determine the manner in which this resource can
be exploited.
4. Many visitors are discovering that Malaysia has a lot
to offer - from the bustling city life to the tranquility of
the palm-fringed beaches, and to some of the most spectac-
ular sights of nature. And tourism being a relatively young
industry; we can learn from the lessons of other countries
how best to marry these assets to provide the tourists with
the holiday of their choice.
5. In recent years, tourism has also proven to be a resil-
ient industry the world over. It is fast becoming a key
economic priority and its contribution as a foreign exchange
earner for both the government and the private sector is ev-
ident in the improvement in Malaysia's services account of
the balance of payments. Gross receipts from tourism grew
by 24.5 per cent per annum during the Fifth Malaysia Plan
period. Without doubt, the country has benefitted from the
concerted efforts to put Malaysia on the international
tourism map. The highly successful Visit Malaysia Year
1990, and the accolades it received is the best illustration
of the public-private sector teamwork.
6. As we are all aware, the private sector also has a vi-
tal role to play in promoting the tourism industry, be it in
the hospitality arena, in the provision of tour and travel
packages, or facilities and amenities for the visitors. It
is, therefore, crucial that programmes and activities de-
signed for the tourism industry should complement and sup-
plement the tourism promotion efforts undertaken by the
government.
7. However, there is still much ground to be covered and
the Government's efforts in this area is a continuing proc-
ess. Under the Sixth Malaysia Plan, the major thrust of the
policy on tourism is the efficient development of the sector
while at the same time enhancing the quality of life of the
local people. The policy underscores the need to increase
the participation of the local people while maximising eco-
nomic opportunities from tourism.
8. One area in which Malaysia has fallen behind her
neighbours is in the overseas market for tourism publica-
tions on the country. Books are an effective vehicle for
promoting a destination and while there are now quite a few
books on Malaysia - and I congratulate those who have taken
the initiative to produce these publications - they are not
sufficient and are seldom designed to promote the country.
Indeed some books give an unfair picture of Malaysia.
9. I am, therefore, encouraged that the publishers, spon-
sors and project team have had the foresight to recognise
the need for a book which would appeal to the international
market.
10. "Malaysia: Heart of Southeast Asia" is a book with a
difference. No other book can boast the works of some of
the world's best photographers and a text written by well-
known authors.
11. The images captured in this high quality publication
create an instantaneous encounter with Malaysia's unparal-
leled natural wonders, its colourful mix of traditions and
way of life. Its potent and memorable impact will serve as
a magnet to draw visitors the world over to Malaysia. For
Malaysians, this book will provide a graphic insight into
their country's proud heritage and spectacular hidden treas-
ures.
12. It has come to my knowledge that several of the
photographers, having had a taste of Malaysia while working
on this book, have expressed keen interest to return to do
more, particularly on Malaysian wildlife and nature. I am
pleased at the prospect as this will lead to greater expo-
sure of our natural and unique attractions to the world.
13. For all these reasons, I am confident that "Malaysia:
Heart of Southeast Asia" will not only be a success in pro-
moting and encouraging more visitors to travel to Malaysia,
but will also help stimulate further the interest among
Malaysians to undertake domestic excursions to experience
for themselves the beauty of their country.
14. I would like to congratulate the publishers, sponsors
and project team on the successful completion of "Malaysia:
Heart of Southeast Asia". Their initiative and confidence
in the project is a heartening example for all to emulate.
15. I know I am speaking for all parties when I wish the
publishers every success in the promotions and sales of
"Malaysia: Heart of Southeast Asia", both locally and over-
seas.
16. On this note, I am pleased to officially launch this
exciting publication, "Malaysia: Heart of Southeast Asia."
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