Abstract
Malaysia's government is focusing more than ever on its tourism industry, which could soon become the nation's number-one source of foreign exchange. In particular, Malaysia hopes to develop its hitherto overlooked eastern peninsula, as well as several of its island destinations. Already tourists come to Malaysia to tour Penang's classic Chinatown area and its rubber plantations. Because of its location, Malaysia poses a challenge to neighboring Singapore's current hegemony as a destination and as a transfer site for tourists visiting Southeast Asia. Singapore is not blind to the challenge, but faces physical limitations as it seeks to reinvent itself. Moreover, Singapore's efforts to increase supply are at the moment not supported by increases in demand. Faced with a potential image as a relatively high-price destination due to a strong currency, Singapore needs to control costs and boost its value perception, as well as reinvigorate its current tourist attractions. Ironically, strategic alliances with Malaysian tourism operations may also strengthen Singapore's hand.
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