With nearly 25m arrivals and $19bn in revenues in 2011, Malaysia’s tourism sector is a major contributor to employment and economic growth. Visitors are attracted by Malaysia’s cultural diversity, natural beauty, historic landmarks, and of course, the gleaming shopping malls of Kuala Lumpur. The country also offers a strong value proposition, although tourism operators are finding this something of an Achilles heel nowadays as they try to entice visitors to spend more money. Tourism promoters are hoping the “Luxury Malaysia” campaign, launched in 2012, changes these attitudes. Malaysia is also focused on attracting more Muslim travellers and improving the country’s ecotourism offerings.