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MALAYSIA'S concerted efforts to promote tourism in recent years are paying dividends.

   With the arrival of 6.2 million tourist last year, the country received more visitors than any of its Association of Southeast Asian Nations neighbours.

  The number of people coming from Hong Kong continues to boom.

  For the first six months of this year, figures showed an increase of more than 50 per cent over the same period last year to reach nearly 55,000.

  The increase was helped by the introduction of three weekly Malaysian Airlines flights to Johor Bahru, a growing resort on the foot of the peninsular.

  The countryside now features among Malaysia's top 10 markets.

  Mr Zulkifly Said, the director of the Malaysian Tourist Board in Hong Kong, said he was pleased to see a shift in focus in Hong Kong visitors.

  ''Traditionally the most popular destinations are cities and island resorts but just in the last year we see a growing number of Hong Kong tourists going on special adventure holidays like mountain climbing, trekking, scuba diving and exploring caves,'' he said.

   These holidays were usually more popular with Westerners.

  Tourism has become such a priority for Malaysia that last year the government began a M$534 million (about HK$1.7 billion), four-year plan to boost the industry.

  The money will be put towards preserving the country's national and cultural heritage and improving tourist accommodation.

  Other projects include a new $20 billion airport at Sepang, an hour's drive from Kuala Lumpur, on which construction is due to begin next year.

   The existing airport was over-congested, Mr Said said.

  ''We also have plans to upgrade all airports throughout the country to cope with bigger aircraft,'' he said.

  There are 37 large hotel projects in the pipeline up to 1997, with a potential for more than 15,000 rooms.

  But Michael Woo of PKF Consulting, specialists in the hotel and property industry, feared there might be a glut of hotel development.

  Many of the big chains present in Hong Kong have planned developments in Malaysia.

  ''If all comes to fruition, there will be a doubling of hotel supply in four years,'' he said.

   ''There is a common perception throughout the industry that supply will exceed demand.''    Industry research predicts that hotel room occupancy may decline to 73 per cent by 1997.

  This has no bearing on the current surge in promotion.

  After Visit Malaysia Year '90 pulled in 7.4 million visitors, the Ministry of Culture, Arts and Tourism is planning a repeat next year, but on a grander scale.

  The 17-month publicity campaign includes seminars in 26 countries, 18 specially designed holiday packages and more than 160 cultural events nationwide.

   Visit Malaysia Year '94 will be ushered in with the traditional beat of drums at a colourful New Year's Eve pageant in the heart of Kuala Lumpur.

  Malaysia, renowned historically as ''The Fabled Spice Islands of the East'', has much to offer visitors.

   Most of the country's 13 states have their own palm-fringed shores and outlying islands: from resorts such as Langkawi and Penang to the islands off Sabah's east coast, a three-hour boat ride away.

  Here giant turtles nest on the shores and visitors stay in chalets, providing their own food.

    Still relatively undiscovered are the hill resorts and national parks.

  The country's rain forest is the oldest in the world and covers an area almost the size of Britain. Here, there are jungle walks, more than 575 species of bird and all kinds of trekking trips.

  The 18 Visit Malaysia Year '94 packages, promoted to tour operators around the world, carry alluring names such as ''Isle of Legends''; ''Land of Hornbills'', which includes a river safari in Sarawak; and ''Festive Bonanza'', where visitors will visit Malaysian families celebrating traditional festivals of flowers, fishing and food.

  In addition, there are 25 packages specially arranged for the domestic tourist.

  Plans are to complete the North-South Highway by next year.

  Mr Said said: ''The domestic market is just as important.''   Malaysia's multi-racial nature means the country has a rich cultural heritage.

  For next year, they have been arranged into more than 160 events and festivals, from everything from historical ceremonies to puppetry and kite-flying - there will even bird singing competitions.

  Kuala Lumpur will host the exotic floral festival in July. Malaysia alone has more than 1,000 orchid species.

  While tourism contributed to three per cent of Malaysia's gross national product (GNP) last year, it was the fourth biggest profit-maker after manufacturing, petroleum and, more recently, palm-oil.



Variety spice of the isles