On 15 June 2017, Malaysia’s high end retailer The Melium Group, in collaboration with Tourism Malaysia Shopping Secretariat and Pavilion Kuala Lumpur, initiated the Malaysia Mega Sale – Luxury Shopping Experience campaign and was launched by the Ministry of Tourism and Culture Malaysia Secretary General YBhg. Datuk Haji Abdul Ghaffar bin Abdul Thambi at Pavilion Kuala Lumpur.
The launch of this campaign coincides with the date of national sale season – the Malaysia Mega Sale Carnival – held annually from 15 June until 31 August throughout Malaysia.
The aim of the Malaysia Mega Sale – Luxury Shopping Experience campaign is to attract more high end shopping tourists to Kuala Lumpur, signifying the commitment of private sector retailers towards the government’s effort to promote Malaysia as a shopping haven, particularly for high end, luxury brands.
“Over the years, there has been a big development in the retail sector that has created a positive impact on tourism. In 2015, for the first time, shopping became the main tourist expenditure at 31.3%, overtaking the share for spending on accommodation. This trend continues into 2016 as well with tourist expenditure on shopping taking up a share of 31.7%.
“We are also seeing an increase in the amount spent by tourists for shopping, In 2016, tourists spent RM26.03 billion on shopping alone, up 20.3% from RM21.63 billion in the previous year. Meanwhile, per capita expenditure also improved from RM841.10 to RM972.60 in 2016,” said Datuk Haji Abdul Ghaffar in his speech.
“Based on a report on the Tourism Refund Scheme, 43% of the tourist expenditure is on watches and jewellery, which are considered as luxury items. Chinese tourists are the largest spenders on these items, followed by Singaporeans, Indonesians, Indians, and Bangladeshis. All this gives an indication of the growth and potential of luxury shopping and luxury tourism, with markets in Asia leading the way as high retails spenders,” he added.
“Now is the time, more than ever, to talk about the Luxury Shopping Experience at the launch of the Malaysia Mega Sale 2017 as The Melium Group starts our end-of-season sales as early as 11 June 2017, which is at the beginning of summer season, making it highly attractive to shopping tourists, whilst the international brands sales in Europe start in late July or August, which is towards the end of summer,” said President of The Melium Group Dato’ Seri Farah Khan.
“Our aim to support the government’s effort in the Malaysia Mega Sale launch is to engage with the luxury tourism market segment and ensure that Kuala Lumpur, Malaysia is well positioned as the next global market opportunity for luxury brands to attract discerning tourist shoppers from across the globe. With our duty-free status, we can capitalise on the luxury tourist shoppers market as luxury brand prices in Malaysia are within an average of 25% lower than in some other countries and with GST tax refund, our luxury brands prices are more attractive. On top of that, Malaysia now has an impressive range of international luxury fashion brands,” she added.
Shopping nowadays has become a major motivation for tourism, not just leisure – tourists are increasingly choosing their destination based on where they can shop, impacting luxury brands and fashion. To make Malaysia the preferred destination for luxury shopping, Tourism Malaysia organises tactical campaigns overseas, targetting markets such as Indonesia, Vietnam, Brunei, Singapore, Thailand, China, Hong Kong, India and Bangladesh. These campaigns convey the message that the shopping experience in Malaysia is exciting, fun-filled, entertaining and value for money.