MyVXp developed to adapt the new normal in tourism industry

Tourism Productivity Nexus (TPN), fully supported by Malaysia Productivity Corporation (MPC) has launched the pilot project for Malaysia Virtual Experience (MyVXp), an online experience package featuring attractions, destinations, and tourism products in Malaysia.

MyVXp aims to amplify the new normal of experience tourism; the virtual travel and the virtual tourist. The model is also expected to be one of the marketing tools to upsell tourist attractions and destinations once tourist activities begin to increase.

In materialising this initiative, TPN and MPC have identified the business model which addresses key activities, resources, partnerships, costs, value proposition, customer relationship, channel, marketing plan, payment gateway, and revenue stream.

MPC Director General, Datuk Abdul Latif Abu Seman said that the model fits MPC’s efforts in leveraging technology to enable and catalyse productivity growth while movement restriction is still in place due to Covid-19 pandemic.

“Since the enforcement of the Movement Control Order, MPC has been venturing into maximising technology and digitalisation to maintain, if not to increase productivity level of the industry.

“We understand that the restriction does have an impact on business productivity. Virtual experience has been on the rise globally since the pandemic restricts us from travelling. We will keep experimenting with technology,” he said in a statement.

Uzaidi Udanis, TPN Champion, explained that MyVXp is a testing ground for tourism product reinvention, market segmentation, and marketing strategy, tailored to the current situation.

“We have tested the model with Santika Hulu Langat on 25 May recently for its live angklung performance, and the online experience has enriched the audience’s experience and managed to upsell Santika up to RM 1,200 in one hour after the showcase,” he said.

Uzaidi added that MyVXp will assist industry players to embrace the new normal in tourism industry, upskill their capacity and capability, and give the public the choice to experience destinations and attractions virtually.

More packages under Malaysia Virtual Experience (MyVXp) are accessible via



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