Does the Status of a UNESCO World Heritage City Make a Destination More Attractive to Mainland Chinese Tourists? A Preliminary Study of Melaka

Abstract

The statistics projection by the China Academic (CTA), the number of outbound tourists from China is in the range from 2015:75-80 million, and 2020: 100-110 million. It is projected that China will become the world's fourth largest outbound market by 2020. In 2009, in less than a year after the inscribed of UNESCO World Heritage city in Melaka, the number of Chinese outbound tourists hit 47.66 million (4% increase versus 2008) which was nine fold increase from 1995 with only 5 million traveled abroad. (Boyd, 2011). To narrow it down, out of the 47.66 million, 66.70% was for the Asia region (Chinese Outbound Tourism Express 2010); whereas in Malaysia, the tourist arrival by country, the statistics shows that China stands at the third most tourist arrivals to Malaysia. (Tourism Malaysia with the cooperation of Immigration Department). From January to September 2013 tourist arrivals from China to Malaysia versus 2012 was 1,118,692 visitors to 1,229,477 visitors, respectively, or a 22.6% increase. According to the projection by Tourism Malaysia 2014, Malaysia is expecting over 2 million China tourists to Malaysia. Is the state of Melaka ready to receive China tourists? What are the expectations of the Chinese tourists for Melaka? This article examines the relationship between the ever-growing importance of Chinese outbound tourism and the opportunities provided for the city of Melaka, Malaysia, with particular importance being placed on the UNESCO World Heritage status of Melaka and the opinions of working class Chinese tourists.