tourism perak

What tourism perak does

Tourism Perak Management Berhad is the official tourism promotion arm of the Perak State Government in Malaysia, operating as a wholly state-owned enterprise headquartered at 4 Lebuh Ceylon, Greentown, Ipoh. The organisation is mandated to position Perak as a domestic and international tourism destination through coordinated destination marketing, recurring 'Visit Perak Year' campaigns (held in 2012, 2017, and 2024), and stakeholder orchestration across the state's 12 districts. It serves both end travellers and B2B trade partners (travel agents, tour operators, transport providers), and it is preparing the state for the federal Visit Malaysia Year 2026 campaign in coordination with Tourism Malaysia.

The organisation's core products centre on a digital tourism platform that includes the official portal tourismperakmalaysia.com, an interactive Fun Map covering all 12 districts, a master events calendar, the '12 Icons of Perak' destination showcase, downloadable E-Brochures across heritage, gastronomy, adventure, cycling, and geopark categories, and the PASS mobile application for tourism product promotion. Underlying technology is a content-managed website with social distribution layers (Facebook, Instagram, TikTok, YouTube, X), supplemented by paid channels including ETS intercity train full-compartment advertising and international travel fair booths (MATTA, TITF, China Mall Show, ASTINDO). The technology stack does not include any documented AI or machine-learning components.

The business model is primarily government-grant funded — the Perak State Government provides core allocations and approved an additional RM10 million supplementary grant in 2017 for the Visit Perak Year campaign. A second revenue stream comes from strategic partnership and sponsorship value with brands such as Grab Malaysia, Canon, Chek Hup, Perak FC, Cactus, and HOVID, which the input data states is projected to save the state up to RM5 million in marketing costs. End-user offerings are free at the point of use; only a small number of ticketed events (e.g., Geotourism Festival, MYR 100–400) generate direct transactional revenue. The operating model therefore monetises indirectly by driving visitor arrivals and economic activity to Perak's tourism operators rather than capturing direct sales, with the entity functioning as a destination marketing organisation (DMO) under state government direction.

Name

tourism perak

Legal name

Tourism Perak Management Berhad

Website

https://tourismperakmalaysia.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Tourism Perak Management Berhad is the Perak State Government's official tourism promotion body in Malaysia. It runs the tourismperakmalaysia.com digital portal, Visit Perak Year campaigns, and stakeholder partnerships to drive domestic and international visitation across the state's 12 districts.

Ownership category

akta.pro rank

Product category

Tourism Promotion Services

NAICS

Convention and Visitors Bureaus (561591)

akta.pro primary industry

Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF)

akta.pro secondary industries

Destination & Itinerary Management (DMC-Led Experiences, Excursions, VIP Access) (THAHANAE), Corporate Hospitality & VIP Services (Hosting, Protocol, Concierge) (THAHADAG)

Keywords

• Destination marketing
• Tourism promotion
• State tourism authority
• Travel information portal
• Tourism campaign management

Headquarters

HQ city

Ipoh

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Government Funding and Grants: Tourism Perak Management Berhad is a state government-linked tourism body funded primarily through government allocations. In 2017, an additional RM10 million allocation was approved under the State Economic Action Council for the Visit Perak Year campaign implementation.
2. Partnership and Sponsorship Revenue: Strategic partnerships with brands such as Grab Malaysia, Canon, Chek Hup, Perak FC, Cactus, and HOVID generate sponsorship value and co-marketing opportunities. The collaboration was projected to save the state government up to RM5 million in marketing costs.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels13 records

Core offering

Tourism Perak Management Berhad is the official state tourism promotion body for Perak, Malaysia. It operates the tourismperakmalaysia.com destination-marketing portal, providing destination guides, event calendars, interactive maps, downloadable brochures, and travel packages to drive domestic and international tourism. The organization coordinates major state tourism campaigns such as Visit Perak Year 2024 ('Promising Perak') and prepares Perak for the federal Visit Malaysia Year 2026 initiative.

Product overview

Tourism Perak Malaysia operates a destination marketing website for the state of Perak, Malaysia. The primary product is the tourism portal (tourismperakmalaysia.com) which aggregates destination information, events, travel packages, and interactive maps. Key offerings include the Fun Map for navigation, Deals & Packages for booking, the 12 Icons of Perak signature destinations showcase, Events Calendar, and downloadable E-Brochures. The organization runs major tourism campaigns including Visit Perak Year 2024 ('Promising Perak') and prepares for Visit Malaysia 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• Tourism Perak Malaysia Website
• Fun Map Interactive map feature showcasing tourist attractions, destinations, and points of interest across Perak's districts for visitor self-navigation.
• Deals & Packages Travel packages and special offers from tourism operators in Perak for visitors to book accommodations, activities, and tours.
• Visit Perak Year 2024 Campaign Major tourism campaign themed 'Promising Perak' to boost domestic and international tourism to Perak, targeting 8 million domestic tourists and 350,000 international tourists with a MYR 10 billion revenue goal.
• 12 Icons of Perak Collection of 12 signature tourist destinations including Ipoh Old Town, Kuala Kangsar, Leaning Tower of Teluk Intan, Lenggong Valley, Matang Mangrove Forest Reserve, Orang Utan Island, Pangkor Island, Royal Belum, 7 Lata of Selama, Sungai Klah Hot Springs, Tempurung Cave, and Taiping Zoo.
• Events Calendar Calendar of tourism events and festivals happening across Perak throughout the year, including cultural festivals, sports events, and tourism expos.
• E-Brochures Library Downloadable PDF brochures including Perak Fun Map, Official Guide Book, Adventure & Nature guide, Pangkor Island guide, Geopark guides, and heritage/biking trail materials.

Quantifiable outcome

• 21.0 million total visitor arrivals in 2019, making Perak the second most visited Malaysian state by domestic visitors
• +3 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Canon MalaysiacoreGTM or Marketing Partner · 22 December 2023Canon Malaysia entered a strategic collaboration with Tourism Perak through an MoU signing to officially support the Visit Perak Year 2024 campaign. Canon contributes photography equipment, expertise, and promotional support to showcase Perak's destinations.
• Grab MalaysiacoreStrategic or Co-development Partner · 21 December 2023Grab Malaysia is a strategic partner for Visit Perak 2024, advancing the Perak State Council's vision for enhanced tourism. The partnership involves ride-hailing integration and co-marketing across Grab's platforms to facilitate tourist mobility and promote Perak tourism packages.
• Chek Hup Sdn BhdcoreStrategic or Co-development Partner · 21 December 2023Chek Hup, an esteemed local coffee brand rooted in Ipoh since the mid-1900s, joined hands with Tourism Perak to enrich the Visit Perak Year 2024 campaign. The partnership leverages Chek Hup's brand presence to promote gastronomy tourism and Perak's culinary identity.
• Perak FCminorGTM or Marketing Partner · 19 December 2023Perak's state football club collaborates with Tourism Perak to promote Visit Perak Year 2024 through sports marketing, including jersey launches and fan engagement events.
• Cactus (Brand)minorGTM or Marketing Partner · 19 December 2023Cactus brand partnered with Tourism Perak to promote Visit Perak Year 2024 across its media platforms, contributing to the projected RM5 million in marketing savings for the state government.
• HOVID (Ho Yan Hor)minorGTM or Marketing Partner · 19 December 2023HOVID (Ho Yan Hor), a well-known local health product brand from Perak, joined Tourism Perak's strategic partnership network to co-promote Visit Perak Year 2024, showcasing Perak's local manufacturing and gastronomy.
• Malaysian Travel Agents Association (MATTA) Perak ChaptercoreChannel Partner/ Reseller/ Distributor · 16 July 2023MATTA Perak Chapter collaborated with Tourism Perak for the Pre-Launch of Visit Perak Year 2024, organised Perak Travel Fair 2.0, and coordinated the TTAA FamTrip to Perak programme bringing 32 Thai travel agents to experience Perak's tourism products.
• Thai Travel Agents Association (TTAA)coreChannel Partner/ Reseller/ Distributor · 16 July 2023TTAA signed an MoU with MATTA Perak Chapter to enhance tourism ties between Malaysia and Thailand, with the goal of bringing more Thai tourists to Malaysia, particularly Perak. TTAA conducted a five-day, four-night familiarisation trip to Perak for its member agents.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tourism Melaka: State tourism function for Melaka; directly comparable as a heritage- and culture-led state DMO competing with Perak on UNESCO-class heritage and cultural tourism segments.
• Tourism Selangor: State tourism promotion body for Selangor; comparable Malaysian state DMO pursuing overlapping domestic tourism, family leisure, and cultural segments adjacent to the Klang Valley source market.
• Sarawak Tourism Board: State tourism authority for Sarawak; comparable East-Malaysian DMO with similar mandate to promote nature, culture, and heritage tourism, and an active federal-campaign counterpart for Visit Malaysia years.
• Tourism Pahang: State tourism body for Pahang; comparable Malaysian state DMO with overlapping nature, ecotourism, and Cameron Highlands-style destination mix competing for the same domestic travel pool.
• Langkawi Development Authority (LADA): Federal-state development authority for Langkawi; comparable as a destination-focused public tourism body in Malaysia with bundled marketing, infrastructure, and event coordination functions similar to Tourism Perak.
• Sabah Tourism Board: State tourism authority for Sabah; Perak overtook Sabah briefly as #2 most-visited state in 2017, making Sabah the most direct benchmark on visitor-volume share and ecotourism positioning.
• Penang Global Tourism: State-level tourism promotion body for Penang; directly comparable as a Malaysian state DMO competing with Perak for the same domestic and regional inbound visitor pool, with overlapping heritage, gastronomy, and family positioning.

Broad incumbents

• Singapore Tourism Board: National tourism board of Singapore; relevant as a mature, well-funded ASEAN DMO benchmark for international marketing, partnerships, and MICE strategy that Tourism Perak aspires to emulate for inbound growth.
• Tourism Malaysia: The federal national tourism organization of Malaysia; directly comparable to Tourism Perak as the parent-tier DMO that funds and co-coordinates state-level campaigns like Visit Malaysia 2026 that Tourism Perak rides on.
• Tourism New Zealand: National tourism board of New Zealand; international benchmark for 100% Pure-style destination branding, familiarisation trip programs, and trade-partner engagement models that mirror Tourism Perak's Promising Perak positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PerakTourism
• YouTubeyoutube.com/user/peraktourism
• Facebookfacebook.com/TourismPerakMalaysia
• Instagraminstagram.com/tourismperak
• TikToktiktok.com/@tourismperak?lang=en
• LinkedInlinkedin.com/company/tourism-perak

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about tourism perak