TOURISM PRODUCTIVITY NEXUS (TPN) STRENGTHENS ITS PRODUCTIVITY INITIATIVES TO ALIGN WITH THE MINISTRY OF TOURISM, ARTS AND CULTURE (MOTAC)

19 January 2022, Petaling Jaya – Malaysia Productivity Corporation (MPC) through Tourism Productivity Nexus (TPN) is committed to facilitating tourism industry players by rationalising and improving its initiatives to ensure higher productivity growth and sustainability.MPC and TPN had a meeting with the Ministry of Tourism, Arts and Culture (MOTAC) on 11 January 2022 to align TPN’s productivity improvement programmes with MOTAC’s vision to boost the tourism industry amidst the impact of the pandemic.

Rohizam Md. Yusof, the new Champion for TPN, is also the President of the Digital Travel Technology Association of Malaysia (DiTTAM) hopes to steer the industry towards digitalisation, internationalisation, and modernisation to be more competitive and productive in high yield tourism markets.TPN has strategised projects in collaboration with MOTAC to measure current digital adoption in the tourism industry. Findings from the project are expected to provide a baseline input to plan for high impact programmes to boost the adoption of digital technology among the industry players.

Rohizam said, “Malaysia’s tourism industry needs to build resilience to weather the current and future challenges. Technology and digitalisation are no longer options for the industry players but a must to enable local tourism products to compete in a higher value chain and participate in the international markets. Technology needs to be a constant feature in marketing and promotion, communication, product and service delivery, and business operation.”

Dato’ Abdul Latif bin Haji Abu Seman, MPC Director General, said in a statement after the meeting with MOTAC, “As guided by the Twelfth Malaysia Plan (12thMP), TPN programmes will be further leveraged to drive the industry’s productivity growth at the sectoral and enterprise level.”

MPC has identified digital adoption and technology onboarding challenges as among the main barriers to productivity growth and business expansion at the sectoral and firm levels. The pandemic aggravates the challenges and calls for swifter digitalisation and technology transformation. In World Competitiveness Yearbook (WCY) report 2021, Malaysia was ranked in 22nd spot for digital transformation among enterprises. This is an improvement from 26th position in 2020. Malaysia progresses better, but much has to be done in digital adoption, especially by micro, small, and medium enterprises.

 

 

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