Tourism in Malaysia started in the 1960s and is one of the new forces in the economic sector, but growth has been slow. Then, a Tourism Master Plan was added to the Second Malaysia Plan between 1971 and 1975, which marked the beginning of tourism as an economic contributor to the country, becoming the country's second largest foreign exchange earner after the manufacturing sector ( Robiah S., 2007). At the beginning of the industry's growth, Visit Malaysia Year (VMY) is a major tourism event launched by the Ministry of Culture, Arts and Tourism (MOCAT) in the 1990s and later expanded to other attractions. Malaysia's main tourism markets are neighboring ASEAN countries, China, South Korea, Japan, India, Australia and the United States. This event was a huge success as more than 7 million international tourist arrivals were recorded with a growth of 53.6 percent. Additionally, the slogan "Malaysia Truly Asia" is a major advertising campaign sponsored by the Malaysian government, recognized internationally as a unique Malaysian brand aimed at promoting tourism in Malaysia. Malaysia's tourism industry has been facing several challenges such as instability in the global economy, politics, SARS and the challenge posed by other ASEAN countries competing to attract tourists, prompted Malaysia to define its own strategy for diversifying tourist attractions. However, according to the Malaysia Tourism Promotion Board (MTPB), which called Tourism Malaysia (2008), aims to encourage tourism and related industries in Malaysia. Tourism is expected to help promote new investments in the country and provide more employment opportunities. The growth of tourism would also contribute positively to the ......middle of paper destination in the world. Tourists from various countries of the world visit this place in large numbers every year. The tourism industry has shown a continuous increase in the number of tourists visiting Malaysia over the years. Available data shows that between 2000 and 2013, there was an obvious increase in the number of tourists visiting Malaysia, with a temporary decline in 2003 due to the global crisis. Since 2000, the number of tourists visiting Malaysia was around 10.22 million tourists, while in 2013, the figure increased to around 25.72 million tourists. These figures show that the number of tourists visiting Malaysia has increased by more than half. However, the number of tourists from ASEAN countries is still higher than that of other countries. This may be due to the easy and cheap access to Malaysia from these countries..