ourism Malaysia has launched a new domestic travel campaign called ‘Cuti-Cuti 1Malaysia Dekat Je’ on 17 June 2015 to encourage more Malaysians to travel to nearby places in the country for their next weekend getaway. The unmistakably Malaysian use of colloquial phrase ‘dekat je’, which loosely translates as ‘nearby only’/ ‘so close’/ ‘so near’ aims to remind Malaysians that the next exciting holiday destination is actually just right on their doorstep, and that travelling helps to foster closer relationships with families and friends. Choices for the next local holiday are endless and meet all types of budgets. It can be a simple staycation in the city, a quick getaway at the next town, a gastronomic journey across several states, or living it up in lush rainforest resorts.
This newly campaign of ‘Cuti-Cuti 1Malaysia Dekat Je’ or briefly known as ‘CC1M Dekat Je’ is the brand enhancement of ‘Cuti-Cuti 1Malaysia’ campaign, which was initiated in 2009 to encourage Malaysians to prioritize local holiday destinations and to travel during off-peak seasons. This campaign also aimed to generate greater exposure for local tourism products and to strengthen alliances between the main players in the industry.
With the introduction of ‘CC1M Dekat Je’, besides promoting national integration within various ethnic communities, it is hoped that with greater focus placed on domestic overnight leisure market, the length of stay and expenditure will increase to help further expand the national economic development. With vast publicity and increased awareness on the new potentially developed local tourists attractions and activities as well as variety of holiday options, Malaysians will be greatly driven to travel and plan their holidays within the country.