Malaysias University Sector: Tourism

International Market Intelligence Report

The Research Base

Evidence. Intelligence. Training.

Malaysias University Sector: Tourism

Contents
1. Executive Summary

2. The Tourism Sector

2.1 Sector Overview

2.2 Size of Sector & Forecasts

3. The Education Sector

3.1 Student data

3.2 Qualifications

3.3 Accreditation

3.4 Sample Degree Programmes

4. Key Stakeholders

5. Competitor Analysis

5.1 International Collaborations with Local Providers

5.2 International providers with local campuses

6. Recommendations

9
11
12

6.1 Opportunities

12

6.2 Barriers & Threats

13

6.3 Recommendations

13

Appendix A: List of Universities

14

Hypothetical client scenario: An English university wished to develop a Bachelor of Tourism Management qualification in
Malaysia, but was unsure of the market saturation or the correct pitch. They were also interested in offering a Masters level
qualification if there were the need. They were unsure as to whether they would like to partner with a local organisation to
offer the qualification, or consider opening a local campus in the future.Their already developed Bachelor of International
Tourist Management degree focused on business management, service sector management, sport tourism and brand
management.They had no presence in Malaysia, but had a campus in Singapore.

1. Executive Summary
The tourism sector in Malaysia is significant, with recent emphasis on the development of the luxury tourism market,
sports-related tourism and health tourism. Employment in the sector is on the increase, with a 13% average rise in
travel agency employment in particular. In terms of education, the student market is dominated by undergraduate
degrees and diplomas, in which 60% of students are enrolled. Tourism degrees are offered by three different types of
tertiary institutions: fully local institutions, local institutions with international institution partners, and international
institutions with local campuses. Of the international institutions with local campuses, three of the four are Australian
and the fourth is from the UK. It is worth noting that, in the cases of institutions with local partnerships, quality
concerns have become a recent issue, with the University of Wales dissolving a partnership with a local institution for
this reason.
Recommendations have been developed after considering the current market trends and the nature of competitors in
the education market. It is recommended that the client should:

Focus on developing a partnership with a reputable tertiary institution in Malaysia that offers a similar degree
programme in tourism.

Offer a dual degree, incorporating modules used in the UK degree; sports tourism, business management and
customer service are likely to be the most attractive.

Review lessons learned in the experience of establishing degree programmes in Singapore, and use staff based in
Singapore to investigate further the potential partner institution in Malaysia.

Develop strong links with UK-based industry and professional organisations to enhance the prestige of the
programme and attract potential students.

Malaysias University Sector: Tourism

Consider the option of also importing diploma programmes, in the subject area, in order to maximise the potential
of retaining students for undergraduate degrees and to take advantage of student growth in that area.

Engage with key policy stakeholders where possible to ensure that the profile of the institution is high in Malaysia.

2. The Tourism Sector

2.1 Sector Overview
Tourism in Malaysia makes a significant contribution to the countrys socio-economic development1 and, since
launching its campaign, Malaysia, Truly Asia in 1999, the industry has thrived2. As a destination, Malaysia offers a range
of attractions, including shopping, spas, food and beaches. It combines the latest technology, skyscrapers, and shopping
malls with more traditional street markets and areas of outstanding natural beauty3 .
Malaysia was recently ranked the ninth most visited country in the world, the second most popular shopping
destination and the tenth friendliest country in the world4. Tourism numbers in 2011 reached 24.7 million, an increase
of 100,000 on the previous years total5 and tourists spent over RM58 billion6 (GBP11.9 billion). Visitor numbers are
predicted to reach 36 million by 2020 7. Singapore provides the highest numbers of tourists to Malaysia, with over 13
million visiting in 2011 alone. The most significant growth in tourist numbers between 2010 and 2011 came from New
Zealand, which saw a 23% increase; Russia, Iran and South Africa also showed significant increases in numbers. The
most significant decline in visitor numbers was from the Philippines, which had 26% fewer tourists to Malaysia in 2011,
and also from Laos, the Netherlands and Indonesia8 .
Domestic tourism in Malaysia is driven largely by festivals, seasons and large events, such as school holidays. In 2011,
over 50% of Malaysians over the age of 15 travelled domestically9 . The number of domestic tourists and their total
expenditure increased significantly from 2010 to 2011, with an extra 22% in expenditure and 18% in the numbers of
tourists10.
Government incentives to promote tourism include the Tourism Infrastructure Fund, which offers mortgage assistance
to people wishing to establish tourism businesses. Loans of between RM5 million (GBP1 million) and RM50 million
(GBP10.2 million) are granted, with priority given to entrepreneurs establishing integrated tourism facilities, the
facilitation of tourist transport infrastructure and themed accommodation11.
Agro-tourism (developed by the Agriculture and Agro-Based Industry Ministry) and Sport Tourism (promoted by the
Youth and Sports Ministry) are also key areas of focus for the Malaysian Government12. To reach the target of 36
million tourists per year by 2020, Malaysia is also focusing on the higher end of the tourism market, with the recent
launch of a range of products aimed at attracting luxury tourism, including resorts, indulgent experiences and island
trips13 . Health tourism is also being promoted by the Ministry of Health and a significant number of Malaysian hospitals
participate in attracting health tourists14. Combining treatment with a tropical holiday, patients can access expertise in
oncology, cardiology, infertility treatment and reconstructive surgery. Private hospitals are accredited in line with
international standards 15.
Other forms of tourism in Malaysia are growing in popularity. These include a Homestay Programme, whereby tourists
stay with families in order to experience the real culture and lifestyle of citizens 16, and Lets Meet and Green in
Malaysia (also more formally known as the Malaysia Business Tourism Green Program). This latter programme
supports the countrys commitment to reduce carbon emissions by 40% by 2020 and sees delegates of business
tourism conventions offered the opportunity to donate US$10 to a tree planting programme17.

http://corporate.tourism.gov.my/aboutus.asp
http://www.theedgemalaysia.com/sports/198886-successful-nation-branding.html
3 http://www.visit-malaysia.com
4 http://www.asiaone.com/News/AsiaOne%2BNews/Malaysia/Story/A1Story20121030-380430.html
5 http://corporate.tourism.gov.my/research.asp?page=facts_figures
6 Ibid.
7 http://news.asiaone.com/News/AsiaOne%2BNews/Malaysia/Story/A1Story20120422-341231.html
8 http://corporate.tourism.gov.my/images/research/pdf/2011/TouristArrivals_JanDec_2011.pdf
9 http://www.statistics.gov.my/portal/images/stories/files/LatestReleases/findings/SUMMARY_FINDINGS_DTS2011.pdf
10 Ibid.
11 http://www.motour.gov.my/en/ministrys-programme/funds-incentives/tourism-infrastructure-fund.html
12 http://www.motour.gov.my/en/ministrys-programme/tourism-programme/sport-tourism.html
13 http://www.etravelblackboardasia.com/article/87362/malaysia-eyes-high-end-travellers
14 http://www.mhtc.org.my/en/mission-vision-background.aspx
15 http://www.medicaltourism.com.my/en/index.aspx
16 http://www.motour.gov.my/en/faqs/144-program-homestay-malaysia.html
17 http://corporate.tourism.gov.my/mediacentre.asp?page=news_desk&news_id=491&subpage=archive
2

Malaysias University Sector: Tourism

2.2 Size of Sector & Forecasts
2.2.1 Tourism Employment Data
The most recent government employment figures place the size of the sector at 1,770,800 in 2010 18. Using data for
the preceding five years to estimate annual change and therefore apply forecasts, we calculate that the current sector
size (2012) is 1,923,193, and that by 2017 it will have grown to 2,421,106.

2.2.2 Segmented Data & Forecasts19

Sub-Sector

2007

2012

2017

Annual Change

Travel agencies

27,600

48,357

88,924

13.0%

Passenger transport services

130,900

135,623

123,498

-1.9%

Culture, sports & recreation

60,600

99,691

138,920

6.9%

Accommodation services

139,700

206,786

295,787

7.4%

Other tourism industries

185,900

263,850

340,716

5.2%

Retail trade

444,900

408,225

382,712

-1.3%

Food & beverage services

579,000

760,661

1,050,549

6.7%

3. The Education Sector

Malaysia has set a goal of attracting 200,000 international students by 2020 20. Progress towards this goal has stalled
recently, however, and the Ministry of Higher Education is revising its target from 150,000 by 2015 to 100,00021. The
shortfall in student numbers may be due to the proximity of Singapore, a major competitor, and the market dominance
of Australia in the Asia-Pacific market22 . There were 86,000 international students in Malaysia in 2010 alone23. Of
these, 25,000 were from the Middle East, 13,000 from Africa, 10,000 from China and 10,000 from Indonesia, and 6,000
each from India, Bangladesh and Pakistan 24.

http://www.statistics.gov.my/portal/index.php?option=com_content&view=article&id=1415&Itemid=111&lang=en
2007 data was taken from source; 2012 and 2017 data was taken by applying average annual change to projections (using data
tables from http://www.statistics.gov.my/portal/index.php?option=com_content&view=article&id=1415&Itemid=111&lang=en).
20 http://www.nytimes.com/2011/10/03/world/asia/malaysia-tries-to-rein-in-private-education-institutions.html?
_r=0&adxnnl=1&pagewanted=all&adxnnlx=1350990188-CiTNQ/wzYyG+DdsiAWVDGQ
21 http://thepienews.com/analysis/how-is-malaysia-doing-as-an-international-education-hub/2/
22 http://thepienews.com/analysis/how-is-malaysia-doing-as-an-international-education-hub/2/
23 http://thepienews.com/analysis/how-is-malaysia-doing-as-an-international-education-hub/
24 http://thepienews.com/analysis/how-is-malaysia-doing-as-an-international-education-hub/
18
19

Malaysias University Sector: Tourism

The current National Higher Education Strategic Plan (NHESP) is focused on making Malaysia an international hub of
excellence for higher education 25. It has seven key strands, including:

Increasing access and equity

Improving the quality of teaching and learning
Enhancing research and innovation
Empowering the Institutions of Higher Education (IHE)
Intensifying Internationalisation
Lifelong Learning
Reinforcing delivery systems of the Ministry of Higher Education (MOHE)

Key objectives and measures within the NHESP include raising the rate of tertiary qualifications to 33% of the
population; raising the number of international students to 10% of the student population; and introducing the
recognition of Lifelong Learning through the Malaysian Qualifications Framework (MQF)26 . According to the Ministry
of Higher Education in 2011, the quality of private providers in higher education is a major concern. A record number
of fines were issued to private higher education institutions in that year: 47 in the first quarter alone. Fines were issued
for infractions such as misleading or false advertising of courses, unaccredited qualifications being offered, and the
violation of registration regulations27. In 1996, the Government legislated to permit the establishment of private higher
education universities in Malaysia. Prior to this legislation, local providers were forced to award qualifications in
conjunction with international providers, rather than being able to award their own qualifications.
The sector has grown significantly, with 26 private universities now offering qualifications at all higher levels;
additionally, there are 23 private university colleges offering bachelor degrees only, five local branches of international
universities, and over 400 private colleges offering diploma and certificate level qualifications28. Private institutions
now cater for the majority of students, with nearly 54% of total student numbers 29.

3.1 Student data

There were 26,501 students enrolled on tourism and hospitality courses at Malaysian higher education institutions in
2010 (7,982 in public institutions and 15,388 at private institutions), up from 22,543 in 200930. These break down as31:

PhD: 0.1%
Masters: 1.5%
Bachelors: 30.1%
Advanced Diplomas: 0.1%
Diplomas: 64.8%
Certificates: 3.4%

Extrapolating from the 2009/2010 change, we calculate that there are currently 36,624 tourism and hospitality students
at Malaysian higher education institutions (2012) and that there will be 82,227 by 2017.

http://www.mohe.gov.my/portal/en/info/psptn.html
Ibid.
27 http://www.nytimes.com/2011/10/03/world/asia/malaysia-tries-to-rein-in-private-education-institutions.html?
_r=0&adxnnl=1&pagewanted=all&adxnnlx=1350990188-CiTNQ/wzYyG+DdsiAWVDGQ
28 Ibid.
29 Ibid.
30 Calculated from http://www.mohe.gov.my/web_statistik/perangkaan_2010.pdf.
31 Ibid.
25
26

Malaysias University Sector: Tourism

3.2 Qualifications
The Malaysian Qualifications Framework (MQF), implemented in 2005, is the unified system of qualifications offered
nationally by all educational and training institutes, including colleges, universities, vocational institutions, professional
organisations and other higher educational institutions in both the public and the private sectors. It also includes
workplace training and lifelong learning experiences. The Malaysian Qualifications Framework has eight levels in three
sectors: the Skills sector, the Vocational and Technical sector, and the Academic sector. The levels are 32:

Levels 1 - 3: Skills Certificates (awarded by Skills sectors), Academic,Vocational and Technical Certificates
Levels 4 - 5: Diplomas and Advanced Diplomas
Level 6: Bachelors Degree
Level 7: Masters Degree
Level 8: Doctoral Degree

Three additional qualifications exist to facilitate lifelong learning. These are the Advanced Diploma (Level 5), the
Graduate Certificate and Graduate Diploma (Level 6), and the Postgraduate Certificate and Postgraduate Diploma
(Level 7)33 . The Malaysian Qualifications Framework is benchmarked against other qualifications frameworks
internationally, including the European Qualifications Framework. As in the UK, the European Qualifications
Framework and many other frameworks, qualifications are based upon units; 40 hours of student learning time
constitutes one unit34 . Unlike many other countries, Malaysian universities award a high proportion of sub-degree
programmes. Most universities offer Diplomas in addition to Bachelor and Master level courses.

3.3 Accreditation
The Malaysian Qualifications Agency provides quality assurance in a two-stage process: initial provisional accreditation,
which helps higher education providers to reach the prescribed standard; and formal accreditation, which recognises
that degrees offered by the institution meet standards. Higher education institutions can also apply to become selfaccrediting institutions; such institutions are required to have strong quality management processed and to have passed
an institutional audit35.
Accredited degrees are listed on the Malaysian Qualifications Register, which is a searchable online resource. Students
of accredited degree programmes are eligible to apply for funding from agencies such as the National Higher Education
Fund (PTPTN) and can also be considered for employment in the public sector36 . Bachelor degrees offered in
conjunction with local institutions, such as the Bachelor of Arts (International Hotel and Tourism Management) offered
by KDU University College and IMI University Centre, Switzerland, are listed on the Malaysian Qualifications Register.
Foreign universities with local campuses are also largely listed on Register as having accredited programmes; these
include Monash University, Curtin University and Swinburne University (Australia) and the University of Nottingham
(UK)37.
Institutions applying for provisional accreditation of learning programmes need to submit copies of the relevant
application document (MQA-01), together with proof of establishment of the institution. The MQA-01 form asks for
institution details, together with programme details which include the name of the qualification, level, credit value, field
of study, medium of instruction, mode and method, duration, minimum entry requirements, estimated intake/graduation
dates together with anticipated enrolment, expected areas of graduates employment, details of the awarding body,
details of similar programmes already approved, and the location of the programme38. Fees for provisional accreditation
are RM7,500 (GBP1,535) for Degree, Masters and Doctorate programmes 39
Institutions applying for full accreditation need to supply copies of the application document (MQA-02)40, which asks
for similar information to that requested in MQA-01, together with proof of establishment, a copy of an approval letter
to conduct the programme from the Ministry of Education or other relevant authority, a copy of the certificate of
provisional accreditation (if applicable), a list of students by semester for the course of study, and the academic
calendar for the course of study. Fees for full accreditation are RM10,00041(GBP 2,050) for Degree, Masters and
Doctorate programmes42.

http://www.mqa.gov.my
http://www.mqa.gov.my/portal2012/dokumen/MALAYSIAN%20QUALIFICATIONS%20FRAMEWORK_2011.pdf
34 Ibid.
35 http://www.mqa.gov.my
36 http://www.mqa.gov.my/MQR/english/ePeneranganPA.cfm
37 http://www.mqa.gov.my/MQR/english/eakrbyipts.cfm
38 http://www.mqa.gov.my/borang/coppa/MQA-01.pdf
39 http://www.mqa.gov.my/borang/permohonan_fi/Borang%20A%20-%20Provisional%20260910.doc
40 http://www.mqa.gov.my/borang/coppa/MQA-02.pdf
41 The fee goes up to RM 25,000 (GBP5,125) for medical programmes.
42 http://www.mqa.gov.my/borang/permohonan_fi/Borang%20B%20-%20Akreditasi%20260910.doc
32
33

Malaysias University Sector: Tourism

An additional RM100 (GBP20) fee is applicable to have each programme listed on the MQR and have an accreditation
certificate produced43.

3.4 Sample Degree Programmes

The Ministry of Tourism offers and certificates short courses in different aspects of tourism. The Eco-Host Malaysia
course, for example, is aimed at educating tourist operators about the impact of tourism on the environment and the
necessity of eco-tourism; it costs RM10044 (GBP20). The Mesra Malaysia one-day course is certificated by the Ministry
of Tourism and focuses on developing a high standard of customer service45. The Level 3 Tourist Guide Basic Course is
run by the Institut Latihan Pelancongan and certificated by the Ministry of Tourism; it lasts between four and six
months and costs up to RM5,00046 (GBP1,025). Sample courses by other tertiary institutions are as follows.

Course

Providers

Structure

Notes

Bachelor of Arts
(Honours)
Business &
Hospitality
Management

Bachelor in
Tourism
Management

Nilai University
College

Kuala Lumpur
Metropolitan
University
College

3 year degree.
Entry routes include A levels and Diplomas.
Modules include: Islamic and Moral
Studies, Business English, Contemporary
Issues of the Tourism Industry.

3 year degree.
Offered at two campuses (Penang and
Damansara Jaya).
Year 1 focuses on Personal Development
Planning and includes language and culture
studies (namely English, French and
German). Also includes food and beverage
studies, accommodation operations and
front office management.
Year 2 covers back office functions,
including human resources, financial and
facilities management. Also includes
research methods, tourism attraction
management as well as conference and
exhibition management.
Year 3 focuses on international tourism
development, events operations and
includes an industrial placement.

IMI Bachelor of
Arts (3+0) in
International
Hotel & Tourism
Management

KDU University
College

3 year degree.
Entry routes include A levels and Diplomas.
Modules are at three levels: Basic,
Intermediate and Advanced.
Modules include: Managerial Accounting,
Research Methods, Revenue and Profit
Making for Hospitality and Tourism.

http://www.mqa.gov.my
http://www.motour.gov.my/en/ministrys-programme/courses/eco-host-malaysia.html
45 http://www.motour.gov.my/en/ministrys-programme/courses/mesra-malaysia.html
46 http://www.motour.gov.my/en/ministrys-programme/courses/basic-tourist-guide-course-level-3.html
43
44

Includes practical
sessions at the Nilai
Springs Resort Hotel/
Golf and Country
Club.
Also provides
certification from the
Malaysian Food and
Beverage Executive
Association (MFBEA).
Nilai also offers a
Diploma in Tourism
Management.

Also offers a
specialised BSc in
Hotel & Restaurant
Management and
Hotel & Convention
Management.

Malaysian studies,
Bahasa Malaysia A and
Islamic studies are
compulsory subjects
within the course.

Malaysias University Sector: Tourism

Course

Bachelor in
Outdoor, Leisure
and Adventure
Management
(Hons)

Providers

Management and
Science
University

Structure

3 year degree.
Modules range from first aid, safety,
swimming and adventure tourism, to
marketing, facilities management, leadership
and event planning.

3 year degree.
Year 1 provides a foundation to business
disciplines, such as economics, marketing,
management, IT and business law.
Year 2 covers more specific retail
management skills, including logistics,
understanding shoppers, accounting and
operations.
Year 3 focuses on management, including
strategic management, retail strategies,
current retail issues and global retailing.
Practical training is compulsory in the final
semester.
Students assessed by tests, project papers,
assignments, class participation and
BIZMART activities. (BIZMART is a
simulation store, run and managed by
students.)

Bachelor of
Business
Administration
(Hons) Retail
Management

Universiti
Teknologi MARA

MBA in Leisure &

Tourism
Management

Limkokwing
University

2 year programme (3 semesters).

Semester 1 covers management, managerial
accounting, marketing management and
quantitative methods for business.
Semester 2 covers financial management,
organisational behaviour, managerial
economics, recreational management and
research methodology.
Semester 3 focuses on the industry itself,
travel and tourism, event management,
management of international tourism and
strategic management. Students are
required to complete a project paper.

Notes

An exchange
programme is
available to students
to attend a range of
universities in Japan,
Australia, Poland,
India, South Africa,
Switzerland, the UK,
USA, Indonesia, Czech
Republic and New
Zealand.

Course graduates
commonly gain
employment in
procurement, store
management and
supply chain
management.

International
campuses include the
UK, Cambodia, Bali,
Borneo, Indonesia,
South Africa,
Botswana and
Swaziland.

4. Key Stakeholders
Name

Type

About

Ministry of Higher Education

Government
Department

Composed of three departments: Higher Education Department,

Polytechnic Management Department and Community College
Management Department. Aims to have 75% of all graduates
employed in their relevant sector within six months of graduation.

Department of Skills
Development

Government
Department

Assesses training requirements. Develops, approves and reviews

the national skills standard. Implements the National Training
Certificate Programmes. Promotes skills training systems. Assists
and enhances skills proficiency of individuals. Guides learning and
research programmes related to skills training.

Malaysias University Sector: Tourism

Name

Type

About

Ministry of Human Resources

Government
Department

Responsible for developing a workforce that responds to the

changing labour environment, increasing economic growth and
creating greater job opportunities. Encourages good industrial
relations and upholds social justice in the workplace. Responsible
for health and safety of workforce and skill and knowledge
development. It also supervises training courses through a number
of regional industrial training institutes.

Ministry of Education

Government
Department

Aims to produce loyal, united, happy, well-mannered individuals with

faith, knowledge and vision. Seeks to prepare Malaysias human
resource for its development needs and to provide education
opportunities to all Malaysians.

Ministry of Tourism

Government
Department

Aims to make Malaysias tourism industry the countrys main

source of income. Formulates and implements national tourism
policy.

Malaysia Industrial
Development Authority

Government
Agency

Regulates industrial sector, including hotels, restaurants and leisure.

Malaysian Association of Private Membership

Colleges and Universities
Organisation

Recognised by Government, its membership includes major private

colleges and universities in Malaysia. Seeks to promote higher
education industry, enhance quality of courses, and works with
Government to solve any problems arising within the industry.

Department of Skills
Development (Formerly the
National Vocational Training
Council)

Assesses national training requirements. Develops, approves and

revises the National Occupational Skills Standards (NOSS).
Implements the National Training Certification Programmes.
Promotes skills training systems. Assists and enhances skills
proficiency of individuals. Researches programmes related to skills
training.

Department
within Ministry
of Human
Resources

Malaysian Qualifications Agency Government

Agency

Covers public and private sector institutions including branch

campuses and franchised programmes. Formulates policies and
standards and quality control.
Sets, monitors, reviews and
oversees courses and qualification standards. Determines the level
of achievement required for courses (awards, certificates, diplomas
and degrees). Advises Minister. (Combines former roles of the
National Accreditation Board (LAN) and the Ministry of
Educations Quality Assurance Division.)

Pembangunan Sumber Manusia

Berhad (PSMB) formerly the
Human Resources
Development Fund

Part of Ministry Operates on the basis of a levy/grant system. Employers who have
of Human
paid the levy qualify for training from the fund or for subsidised
Resources
training costs for their employees.

Pacific Asia Travel Association

(PATA)

Trade
Association

Membership body which seeks to promote sustainable industry

growth. Provides leadership and counsel to over 80 tourism
bodies, almost 50 airlines, airports and cruise lines as well as a
number of travel companies. Provides industry intelligence and
provides a networking forum for its members. 41 active chapters
(including in the UK).

Tourism Malaysia

Government
Agency (now
under the
Ministry of
Culture, Arts
and Tourism)

Formally known as the Malaysian Tourism Promotion Board

(MTPB), Tourism Malaysia seeks to promote Malaysia as an
outstanding tourism destination and increase tourist numbers and
duration of stay, as thus resulting revenues and employment
opportunities.

5. Competitor Analysis
5.1 International Collaborations with Local Providers
Many international institutions tend to offer dual degrees in conjunction with a local provider; Stamford College, in
contrast, offers a single degree that is awarded by the University of Ballarat (Australia). Bachelor level degrees also
tend to have clear pathways for higher study at the same institutions, and offer students the option of undertaking part
of their studies at the international institution. Modules tend to focus on tourism-specific management studies, with
modules focusing on key skills areas such as financial management, marketing and strategy.

Malaysias University Sector: Tourism

Surprisingly, there is not a strong emphasis on the value of the international institution, or of the value of the joint
degree/international award for the student. There is also little explanation of the benefits in terms of employment or
international opportunities that the student will enjoy as a result of choosing these degrees, rather than attending the
local campuses of international institutions. The below table highlights sample degrees that are offered by local
institutions in partnership with international institutions.

Course

Bachelor of
Arts
(Honours)
Tourism
Management

Local
Provider
Asia Pacific
University
of
Technology
&
Innovation

Partner

Structure

Staffordshire
University
(UK)

Bachelor of
Business
HELP
(Hospitality University
Management) College
(Honours)

University of
Queensland/
Griffith
University

Bachelor of
International
Tourism
Taylors
Management University
(Hons) (Travel
& Recreation
Management)

University of
Toulouse

Bachelor of Stamford
Hospitality College
(Management)

10

University of
Ballarat

Dual degree award lasting 3 years.

Level 1 focuses on introduction to
business and service management
principles.
Level 2 focuses on General
Management and specific modules on
aspects of the Tourism industry.
Level 3 focuses on marketing and
strategy, and sector specific subjects
such as Conference Management.
Includes hotel, restaurant, theme park
and resort management.
Course covers international hotel
operations management, technological
applications and both large- and smallscale services management.
Modules include financial accounting
and management, micro- and
macroeconomics, law, marketing,
communications, and human
resources.
Third year includes an industry
placement (internship).
Additional compulsory seminars
provide students with skills in conflict
resolution, negotiation, interpersonal
dynamics and team building.
3 year degree.
Students are assessed through tests,
assignments and examinations
throughout the programme.
The course includes a 12 week
internship in Year 2 and a 16 week
internship in Year 3.
Subjects range from geography,
Malaysian studies, French, history, art
and culture to accounting, marketing,
law, and airline ticketing.
3 year degree.
Students are assessed through written
reports, assignments, group projects,
case studies, oral presentations and
formal exams.
A hospitality workplace project or
internship are required at the end of
the programme.

Notes

Fees for the degree

are RM58,500
(GBP11,990) + 570
(payable to
Staffordshire
University)

Students can transfer

credits to the
University of
Queensland, Griffith
University.
The university is
currently working on
credit transfers with
Liverpool John Moores
University, the
University of
Sunderland, University
of Derby and Teesside
University.

Students can continue

to work towards a
Masters in
International
Hospitality
Management or a
Master of Science
(Tourism) and then on
to a Doctor of
Philosophy (Hospitality
and Tourism).

Combines vocational
and academic learning.
Graduates can
progress further via
the University of
Ballarats MBA
programme or an MSc
in Technology
Management at the
University of East
London.

Malaysias University Sector: Tourism

Local
Provider

Course

Partner

Structure

BSc (Hons)
International
Tourism and
Hospitality
Management

SEGi
University

University of
Sunderland

IMI MBA in
International
Hospitality
Management

KDU
University
College

Manchester
Metropolitan
University

Notes

3 year degree.
Year 1 covers English and Pengajian
Malaysia, as well as tourism specific
management, marketing and HR.
Year 2 includes research methods and
personal development planning, as well
as more specific cultural tourism,
festivals and events, event management
and a final module in English.
Year 3 has a more international focus
and includes an industrial placement.

12 months full time (or 16-24 months

part time).
Core focus of course is on strategic
management.
Subjects include events management,
project appraisal, research, strategic
international marketing management
and Asia Pacific business cultures.
Students may choose to spend time in
Switzerland for part of their course.
All courses are in English.
Admission requirements are an
honours degree in Hotel or Tourism
Management or an IMI Postgraduate
diploma. (There is some flexibility,
however.)

Course is uniquely
programmed to meet
employer
requirements.
Graduates seek to
work in tourism
companies in Malaysia,
the UK and elsewhere
or in local or national
government in
Malaysia.
IMI University Centre
is a private Swiss hotel
school, providing
qualifications without
the need to study
abroad.
Graduates receive two
degrees: from IMI and
MMU.
Course targets
students with existing
experience or
qualifications in
hospitality
management seeking
to develop into middle
or senior managers.

5.2 International providers with local campuses

International institutions with established local campuses are primarily from Victoria, Australia; this is a result of the
education expansion strategy of the state government. They include:
Curtin University, Sarawak Malaysia (Australia)
Monash University Sunway Campus Malaysia (Australia)
Swinburne University of Technology (Australia)
The University of Nottingham Malaysia Campus (United Kingdom)
The University of Wales also offered degrees through three local colleges, but these partnerships are under review
(with one suspended) after investigations by QAA began in 201047.

Institution

Departments

Notes

Curtin
University

Foundation
Studies
Business
Media, Culture,
Communication
Science and
Engineering
Postgraduate

First offshore campus of Curtin University

was in Malaysia.
Established in 1999; purpose built campus
completed in 2002.
Aim to become one of top 20 Asian
universities by 2020.
Identical courses to those offered in
Australia.
Accreditation from professional bodies is
cited as a major benefit for students.
Students can transfer between Australian
and Malaysian campuses as unit structure is
identical.

http://www.wales.ac.uk/en/NewsandEvents/News/General/
UniversityofWalessuspendsrelationswithMalaysiancollegependinginquiry.aspx
47

11

Fees

Fees for undergraduate

programmes range from
RM17,528 (GBP3,590)
(Bachelor of Commerce/
Business Administration) to
RM24,256 (GBP4,970)
(Bachelor of Engineering Chemical/Manufacturing)
per annum for local students
International students pay
approximately RM5,000
(GBP1,025) more.

Malaysias University Sector: Tourism

Institution

Departments

Monash
University

Arts and Social

Sciences
Business
Engineering
Information
Technology
Medicine/Health
Sciences
Science

Notes

Swinburne
University

University of
Nottingham

Business and
Design
Engineering,
Computing and
Science
Language and
Communication

Foundation
Studies
Graduate
School
Arts/Social
Sciences
Engineering
Science

Fees

Monash was invited by the Malaysian

government to open a campus in 1998;
established partnership with the local
Sunway Group.
Currently has 5,100 students and 500 staff.
Strong emphasis on student life on campus.

A branch of Melbournes Swinburne

University of Technology.
Opened in 2000; now has 4,000 students.
Offers option for students to transfer to
Melbourne to complete studies.
One of only 18 universities to be awarded
a Tier 5 in excellence by the MQA.
Awards scholarships in conjunction with
industry partners.
Identical units as offered in Australia;
degree is also awarded by Australian main
campus.

Also has a campus in China.

First international campus of a British
university in Malaysia; opened in 2000.
Offers a specialist Teacher Training centre.
Heavy focus on research, with 13 Research
Priority Groups, including Business
Innovation and Green Technologies.

Fees for undergraduate

programmes range from
RM31,000 (GBP6,355)
(Bachelor of Arts) to
RM45,000 (GBP9,220)
(Bachelor of Pharmacy) per
annum for local students
International students pay
approximately RM4,000
(GBP820) more.
Course fees are difficult to
locate on the website.
Fees per annum range from
RM53,400 (GBP10,945)
(Bachelor of Commerce) to
RM93,200 (GBP19,100)
(Bachelor of Engineering)
for local students.
International students can
pay up to RM15,000
(GBP3075) more.
Fees for undergraduate
programmes range from
RM33,000 (GBP6,760)
(Bachelor of Arts) to
RM40,240 (GBP8,245)
(Bachelor of Science) for
local students.
International students pay
approximately RM4,000
(GBP820) more.

6. Recommendations48
6.1 Opportunities

While there are a range of local/international partnerships offering dual degrees, there is not a strong emphasis on
outlining the benefits for students.

By offering a joint degree with a local university/college, the statutory requirements are less onerous, and it is
possible to test the strength of the market without committing significant funds.

There is significant market emphasis on growth in the diplomas market; it may be worth considering opening up
the partnership offer to encompass qualifications at a diploma level, to encourage progression into an
undergraduate degree.

The emphasis on internationalisation in the NHESP is likely to benefit UK institutions wishing to operate in
Malaysia; focusing on industry connections, particularly in the UK, is also likely to yield significant benefits. Liaison
with relevant government departments may help to build relationships.

Focusing on tourism management in the high end/luxury market and sports tourism would play to the current
market in Malaysia; using UK industry and retailers in these areas would also lend prestige to the degree
programme.

The emphasis of the clients current programme on business management, service sector management and sports
tourism are very positive in light of the current market needs in Malaysia; it may also be worth considering modules
specifically addressing customer service skills.

The fact that the institution already offers degree programmes in Singapore is positive; further investigation
(including the actual identification of a likely partner) can be done on the ground in Singapore by regional officers,
and lessons learned from the experience in Singapore can be applied in Malaysia.

Please note that these recommendations were developed for this particular client and are not reflective of any recommendations
that would be tailored to the specific needs of any other client.
48

12

Malaysias University Sector: Tourism

6.2 Barriers & Threats

The cost of establishing a local campus is likely to be significant and would warrant the offer of a significant
proportion of the institutions UK range of degree programmes to make it financially viable. It is unlikely to be
worthwhile until the experience of establishing a single programme in Malaysia is explored.

The reliability/quality assurance of local providers, as in the case of the University of Wales, is a potential issue. It
would be imperative to build a real partnership with the local institution in order to minimise risk.

If the intention is to offer local students the possibility of studying in the UK, it is vital to ensure that the visa
requirements are correct.

6.3 Recommendations
It is recommended that the client should:

Focus on developing a partnership with a reputable tertiary institution in Malaysia that offers a similar degree
programme in tourism.

Offer a dual degree, incorporating modules used in the UK degree; sports tourism, business management and
customer service are likely to be the most attractive.

Review lessons learned in the experience of establishing degree programmes in Singapore, and use staff based in
Singapore to investigate further the potential partner institution in Malaysia.

Develop strong links with UK-based industry and professional organisations to enhance the prestige of the
programme and attract potential students.

Consider the option of also importing diploma programmes, in the subject area, in order to maximise the potential
of retaining students for undergraduate degrees and to take advantage of student growth in that area.

Engage with key policy stakeholders where possible to ensure that the profile of the institution is high in Malaysia.

13

Appendix A: List of Universities

Local Universities and University Colleges
The lists below incorporate universities whose programmes have been recognised by the Public Service Department
(JPA), professional bodies or other related bodies.

List of Private Universities

AIMST University
Al-Madinah International University
Asia e University
Binary University of Management and
Entrepreneurship
Curtin University, Sarawak Malaysia
HELP University
International Centre for Education in Islamic Finance
International Medical University
INTI International University
Limkokwing University of Creative Technology
Malaysia University of Science and Technology
Management and Science University
Monash University Sunway Campus Malaysia
Multimedia University
Open University Malaysia
Quest International University Perak
Sunway University
Swinburne University of Technology (Sarawak
Campus)
Taylors University
The University of Nottingham Malaysia Campus
UCSI University
Universiti Kuala Lumpur
Universiti Selangor
Universiti Teknologi PETRONAS
Universiti Tenaga Nasional
Universiti Tun Abdul Razak
Universiti Tunku Abdul Rahman
Wawasan Open University

List of Public Universities

International Islamic University Malaysia

Universiti Kebangsaan Malaysia
Universiti Malaysia
Universiti Pendidikan Sultan Idris
Universiti Pertahanan Nasional Malaysia
Universiti Putra Malaysia
Universiti Sains Islam Malaysia
Universiti Sains Malaysia
Universiti Sultan Zainal Abidin
Universiti Teknikal Malaysia Melaka
Universiti Teknologi Malaysia
Universiti Teknologi MARA
Universiti Tun Hussein Onn Malaysia
Universiti Utara Malayssia
University of Malaya

List of University Colleges

Allianze University College of Medical Sciences

Asia Pacific University College of Technology and
Innovation
BERJAYA University College of Hospitality
City University College of Science and Technology
Cyberjaya University College of Medical Sciences
INSANIAH University College
International Islamic University College
International University College of Technology
Twintech

KDU University College

Kolej Universiti Antarabangsa Kejururawatan dan
Sains Keslhatan KPJ
Kuala Lumpur Infrastructure University College
Kuala Lumpur Metropolitan University College
Lincoln University College
Linton University College
MAHSA University College
Masterskill University College of Health Sciences
Nilai University College
SEGi University College
Twintech International University College of
Technology
University College of Islam Melaka
University College Shahputra

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